Tobin Thomas

CEO Lifesight

Tobin Thomas is the co-founder and CEO of Lifesight, which provides causal measurement for approximately 500 commerce brands, including IKEA, Dyson, Bose, and KFC. He recently published the "Agentic Unified Marketing Measurement Manifesto," which argues that current measurement stacks must evolve to survive the rise of AI agents in budget decision-making. He also writes Decision Desk, a fortnightly letter on causal-first growth.

Monday, August 10: Summit Day

12:05 PM AI & the Customer Journey: Keynote: Turning Marketing Data into Growth Decisions: Breaking Free from the Last-Click Trap

In an era of accelerating signal loss driven by cookie deprecation and privacy changes, relying on a single dashboard or attribution model to guide your marketing spend is no longer viable. This session explores how leading brands move past flawed "last-click" metrics and conflicting data sources by adopting a Unified Measurement Model that calibrates Marketing Mix Modeling (MMM), incrementality testing, and data-driven attribution. Through real-world case studies, we will demonstrate how combining these methods allows brands to eliminate wasted ad spend, confidently prove true business growth, and leverage agentic AI to instantly translate complex causal insights into rapid executive action.

Audience Learning Objectives:

Ditch the Single-Metric Dependency: Understand why relying on standalone ad platform numbers or last-click GA metrics leads to conflicting "truths" and misallocated budgets.

Master Unified Measurement: Learn how to combine Causal MMM, Incrementality Testing, and Calibrated Attribution so they cross-verify and balance one another.

Prove True Incrementality: Discover how to design geo-lift experiments to isolate and prove the exact impact of top-funnel channels (like CTV) on both digital and brick-and-mortar sales.

Unlock the "Efficiency Dividend": Gain actionable strategies to restructure and reallocate existing budgets to increase revenue while simultaneously scaling back inefficient ad spend.

Bridge the Insight-to-Action Gap: See how agentic measurement engines allow marketers to query their data naturally and frame strategic reallocations directly for the C-suite in seconds.