About
The Measurement Paradox: why more data isn't leading to better decisions.

Marketing teams have never measured more. Yet, many have never felt less certain about what to do next.

As dashboards multiply, tools proliferate, and measurement becomes more sophisticated, marketers face a growing challenge: transforming information into action. The result is a new effectiveness paradox where more visibility doesn't always create more clarity.

In this webinar, Basis examines what comes next for measurement and effectiveness. We'll discuss why some long-standing assumptions are being challenged, where marketers are placing too much emphasis, and how emerging approaches are helping organizations make decisions with greater confidence.

If you've ever wondered whether your measurement approach is actually helping you make better decisions, this conversation is for you.
When
Tuesday, October 27, 2026 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)
Agenda
  • What’s broken in today’s pursuit of effectiveness
  • Practical ways to simplify your measurement approach without losing rigor
  • How to make more confident media decisions in a complex landscape
Presenters
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Lauren Johnson
Effectiveness Lead
Lauren is a member of the Strategic Business Outcomes team, where she leads the development of Basis’ Effectiveness practice. Her team serves as a critical bridge between analytics and strategy, helping clients focus on what matters most – creating commercial outcomes and meeting advertising objectives. Now in her 14th year at Basis and with more than two decades in the industry, Lauren brings deep cross-channel expertise spanning traditional and digital media planning, buying and strategic development across a diverse range of verticals, including CPG, Finance, B2B, and franchise. Based in Dallas, Lauren passionately cheers for the Texas Longhorns and is always planning her next travel adventure.
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Molly Marshall
Group VP
Molly Marshall leads the strategy practice within the Strategic Business Outcomes team at Basis. She focuses on helping marketers answer one of the industry's most persistent questions: Is our marketing actually working? She works with brands to rethink strategy, challenge conventional wisdom, and build decision-making systems that connect marketing activity to business outcomes. She has been at Basis for the last three years, and previously led strategy and planning functions at Empower, BBDO, and VML. When she isn’t strategizing for her clients, she is strategizing on how to get on the show Survivor.
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Anthony Vargas
Senior Editor at AdExchanger
Anthony covers publisher news and sell-side technology, with a particular focus on the rise of alternative datasets to replace those derived from third-party cookies. He also covers the gaming, digital audio and digital out of home markets. His previous B2B publishing experience includes covering the commercial audiovisual and music retail industries. He also has a background in literary publishing.
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