Webinar: Closing the “Heart to Wallet” Gap: How Cint and Roblox Measure Full-Funnel Outcomes by AdExchanger Webinars

Closing the “Heart to Wallet” Gap: How Cint and Roblox Measure Full-Funnel Outcomes

About

In today’s economic climate, C-suite executives no longer settle for top-of-funnel sentiment alone. Marketers are under growing pressure to prove that ad investments don't just shift consumer attitudes, but actually drive real-world spend. Yet historically, Brand Lift and Sales Lift have lived in separate silos, evaluated through different methodologies, sample sources, and post-campaign reports.

The era of choosing between brand health and sales performance is over.

Join measurement leaders from Cint and Roblox as they unpack how connecting upper-funnel sentiment to bottom-of-funnel transaction data solves the "heart-to-wallet gap". Through a deep-dive discussion into 3 real-world outcome studies, you’ll discover how immersive 3D environments on Roblox drive measurable consumer shift and how unified, in-flight measurement provides CFO-ready proof of campaign impact.

When

Wednesday, September 23, 2026 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)

Agenda

Connecting the "Heart-to-Wallet" Pipeline: How bridging attitudinal metrics (brand sentiment/intent) with deterministic credit card transaction data reveals the true incrementality of your media.
Deconstructing the Mechanics of Sales Lift: A breakdown of how granular drivers like Conversion Rate, Average Order Value (AOV), and Purchase Frequency work together to show why spending behavior changes.
Case Study Deep Dive (3 Outcome Studies): Real-world insights from campaigns run with Roblox, including how a major national retail brand connected immersive engagement directly to real-world store spend.
In-Flight Action vs. Post-Mortem Friction: Why waiting weeks for post-campaign reporting leaves you months behind, and how real-time outcome insights empower live campaign optimization.

Presenters

Olivia Arty

Senior Account Executive, Measurement at Cint

Olivia Arty is a Senior Sales Manager for AdTech at Cint, where she specializes in driving growth and fostering strategic partnerships at the intersection of advertising technology and market research. With a deep background in addressable media and digital investment, Olivia helps brands and agencies leverage Cint’s robust platform to gain more precise, actionable consumer insights. Before joining Cint, Olivia built a distinguished career at some of the world’s most iconic media and advertising organizations, including The Walt Disney Company and Hulu. Her experience as a buyer at major agencies like OMD USA and MediaCom gives her a unique, 360-degree perspective on how data-driven insights fuel successful media strategies.

Allison McDuffee

Head of Global Brand Insights & Measurement at Roblox

Allison is the Head of Global Brand Insights & Measurement at Roblox, where she leads how brands understand audiences, measure impact, and drive growth across a global ecosystem of 151M daily active users. With more than 20 years of experience spanning advertising, research, and measurement, Allison helps marketers make sense of culture, community, and performance in immersive digital environments - turning complex signals into clear, actionable insights. Previously, Allison led Insights & Measurement for Twitch and Amazon Ads, shaped audience and effectiveness narratives at NBCUniversal, and held global research and trade marketing roles at Disney across New York and London.

Alyssa Boyle

Senior Editor at AdExchanger

Alyssa Boyle covers the TV ecosystem from linear to video and connected TV. She also writes about measurement and data privacy. Her journalistic passions stem from a background in language and translation. She received her B.A. in linguistics and Korean studies from Binghamton University in 2020. When she isn’t writing, she’s probably deep in a history novel or busy performing stand-up comedy.

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