As marketers face growing pressure to prove impact in an increasingly fragmented, signal-constrained environment, traditional measurement approaches often produce conflicting answers that undermine confidence and trust. This session explores how attribution, marketing mix modeling (MMM), and incrementality testing can work together as a calibrated measurement system, why incrementality is emerging as a critical benchmark for understanding true business impact, and what it takes to deliver “decision-grade” insights that stand up to scrutiny from finance leaders and boards. The discussion will also examine how AI is helping organizations move beyond reporting results to making smarter, faster decisions, and the standards and guardrails needed to ensure measurement remains transparent, credible, and actionable in an AI-driven future.