About
See how H&R Block evolved from relying on a traditional third-party MMM provider and manual spreadsheet work to a more agile, in-house measurement framework with Adobe Mix Modeler. Learn how they replaced once-a-year static analyses with more frequent, automated insights that align in-season optimization with end-of-season reporting. Hear firsthand about the change management strategies that helped shift executive mindsets, integrate IT and marketing teams, and empower analysts with faster scenario planning and model updates. See what the process of setting up models and plans looks like within Adobe Mix Modeler. And walk away with a blueprint for modernizing your measurement practice and driving stronger marketing ROI.
When
Wednesday, June 11, 2025 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)
Presenters
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Kristen Harris
Director of Marketing Data Strategy and Optimization at H&R Block
As Director of Marketing Data Strategy & Optimization at H&R Block, Kristen leads the marketing-side implementation of Adobe Experience Cloud products, with a strong focus on marketing measurement and data architecture. She partners with her internal Acquisition & Customer Marketing and IT teams to build a data-driven foundation, enabling more frequent and actionable measurement that enhances investment decisions and campaign performance. With a background in enterprise data science and analytics, Kristen brings expertise in cross-channel measurement, attribution, data architecture, machine learning, and AI. She holds a Master’s in Quantitative Economics from California Lutheran University. Outside of work, she enjoys traveling with her husband and two kids, watching baseball, and tackling new data challenges.
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Nils Engel
Managing Principal, Expert Solution Consultant at Adobe
At Adobe, Nils is a Product Specialist focusing on the Adobe Mix Modeler, Adobe Analytics and Customer Journey Analytics Solutions. This role involves engaging with clients that are interested in understanding their customers behaviors across digital and non-digital channels. This typically requires working with client data from multiple sources and performing advanced analysis on that data. Nils has been working with Adobe Analytics for over 17 years and has designed and built countless multi-channel datasets for advanced analysis purposes. Nils holds a B.S. in Management Information Systems from Dominican College. When not working, you can find Nils playing with his 2 children, training for or running a Spartan obstacle course race, mountain biking, skiing, ice skating, or training for or running in a triathlon, depending on the season.
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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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