Measurement & Attribution Workshop – San Francisco

Jon Lorenzini (JLo) is the Vice President of Marketing Science at LiftLab with nine years of experience in measurement within Big Tech (Google,Facebook,Snap), five years at media agencies agency (MediaVest, Mediacom & Zenith), and on the client side (Virgin Mobile USA). His primary focus throughout his career has been incrementality-based measurement, cross-channel investment dynamics and leading teams to help advertisers maximize their investment decisions.

Currently, Jon is working with LiftLab’s diverse set of clients to design tests to uncover how a platform’s auction dynamics, efficacy of their ads, and cross channel investments drive desired outcomes. These causal tests are leveraged to understand marginal incrementality as well as refine agile mix models. Through this, advertisers can understand how their last dollar performed and how much they should add, shift, or reduce between tactics to maximize profitability.

Jon’s hobbies include glassblowing, inner tube water polo, Arduino/ RaspberryPi and running the largest advertising meetup globally on Meetup.com – “Advertising / Marketing Analysts” (currently over 14k members!).

Tameka Kee curates unforgettable experiences and thought-provoking conversations.

A former journalist and analyst, she has a deep understanding of how advertising and technology converge to influence how people think, dream and spend. She’s leveraged that insight to help companies in the ad industry tell their stories across a variety of platforms.

Over the past decade, Tameka has produced dozens of live experiences, from conferences and workshops for publicly-traded companies, to international trade shows with 10,000+ attendees.

Clients, partners and projects have included eMarketer, AdMonsters and Digiday in the U.S., Mobile World Congress in Barcelona and Advertising Week LATAM in Mexico City.

Tameka currently serves as the Deputy Managing Director for CIMM, a division of the ARF focused on developing research that highlights best practices, innovation and areas of improvement in measurement and data usage across the media and advertising ecosystem.

Rudy Grahn has 25+ years in analytics, research, and data strategy managing measurement and optimization for clients including Verizon, Pizza Hut, Stellantis, T-Mobile, Toyota, Liberty Mutual, Disney, and more. His work includes measurement leadership at major ad agencies as well as at leading 3rd parties including Marketshare/Neustar and ClearSaleing. Rudy currently leads the Attribution & Measurement practice globally for Prohaska Consulting.

Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 26-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.

Matt has contributed to the growth of online advertising since its commercial inception in the early 1990s, first by creating the online media practice at BBDO (now part of Omnicom) in 1994 and later opening CNET’s New York sales office as its first Regional Sales Manager in 1996. In April 2013, Matt became the Programmatic Advertising Director for The New York Times, where he led more closed deals in programmatic direct sales than any publisher globally during his tenure.

As head of Prohaska Consulting, Matt, with a leadership team of 10 executives and a network of more than 400 senior executives in 45 cities across the globe, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech.

In four and a half years, more than 250 clients – including top organizations such as Google, Univision, Under Armour, Toyota and IAB – have chosen Prohaska Consulting for a variety of services, including strategic guidance, project leadership, training, and/or operating street teams. The team has trained more buyers and sellers of programmatic advertising globally than any other independent organization.