Measurement & Attribution Workshop

Peter Brown is a Vice President, Ad Measurement at DISQO. He has spent the last two years with DISQO, and has over 17 years of experience in media and brand measurement. He resides in South Lyon, MI with his wife, Julie and four kids.

Allyson Dietz leads Product Marketing for TruAudience Marketing Solutions at TransUnion. Allyson and her team are responsible for defining the positioning of the company’s identity, audiences & activation, data collaboration and marketing measurement & attribution solutions and tying the benefits of those to client’s most pressing needs. Prior to TransUnion, Allyson drove product strategy and innovation planning at Numerator to support pricing, promotion, ecommerce, and advertising intelligence platforms. She began her career at Nielsen, advising global CPG and retail clients through foundational understanding of consumers & shoppers, identifying white space opportunities, improving innovation strategies, and optimizing their advertising dollars.

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.

Marc Guldimann is the Founder and CEO of Adelaide, the industry leader in attention-based media quality measurement. Adelaide puts evidence-based measurement into practice using AU, an omnichannel metric proven to measure media quality more accurately than existing verification metrics.

Before creating Adelaide, Marc founded Parsec, the first marketplace to sell media based on time spent. He also served as the founding CEO of Enliken and Spongecell. Prior to digital media, Marc worked in the wireless network security industry, where he developed the first wireless virus filter. A graduate of Carnegie Mellon University, Marc holds a degree in Social Decision Sciences.

Caryn Klein is Prohaska Consulting’s Global Lead of Research, Attribution and Measurement. Her role is to scale our global research practice through thought leadership and a focus on innovation in attribution and measurement, as well as the development of research solutions to improve clients’ business performance.

In 2018, Caryn founded Empire Insights, a strategic research consultancy whose clients span a range of industries (Media, Advertising, Entertainment, Recruiting, Consumer Products and Services, Technology, Healthcare, Finance, Real Estate, Travel and more).

Before Empire Insights, Caryn was the VP Strategy and Insights at Time Inc. At Time Inc., she led a global team that focused on audience measurement, ad innovation, consumer insights, and ROI/Attribution. This led to significant revenue growth across the company’s 25+ brands and businesses.

While intellectually curious, Caryn is pragmatic about her approach to research. She cultivates key stakeholder relationships by identifying talent and empowering teams, and creates innovative, industry leading research and measurement solutions. Caryn has often appeared in coverage by Ad Age, Adweek, the New York Times and other B2B publications for expert analysis.

A NY native, Caryn lives part-time in New York City with her family. She spends weekends and summers on the North Fork gardening, cooking and touring local farms and wineries.

Zach Kubin is Co-Founder and Vice President of Sales and Partnerships at Adelaide, where he leads global revenue operations. He began his career in advertising with some of Y&R’s pioneers in the digital space, which lead to account and strategy roles at MEC, GroupM Mobile, and Joule in digital buying and planning with a focus on mobile advertising.