Retailers have never had more data at their fingertips, yet confidence in what that data actually says is often surprisingly low. Marketing dashboards may report strong performance while finance and operations teams remain skeptical, leaving leadership unsure which numbers should guide real investment decisions. These measurement experts will discuss how to reconcile what dashboards show with what the business believes, stress-test attribution against real-world sales and incrementality, separate directional metrics from decision-driving ones, and build frameworks that leadership will consistently trust.  

• Comparing what dashboards say with what finance and operators actually believe 
• Stress‑testing attribution models against real‑world sales and incrementality 
• Deciding which metrics are "directional only" and which drive real investment calls 
• Designing measurement frameworks that leadership will consistently rely on