If You Can't Trust the Data, What's It All For?

A candid fireside conversation with Ginger Hlebasko, Marketing Technology Director at State Farm, and Stephen Williams, CEO of Marketing Evolution.

Add up the conversions your marketing platforms report and the total often comes in higher than the business recorded. Every platform grades its own homework, using its own definitions and attribution windows. Much of marketing data is adversarial by design: platforms compete to claim credit for the same outcomes, producing different versions of performance that don't reconcile.

Marketers have learned to compensate, spending hours correcting bad data and applying institutional knowledge to make sense of conflicting reports. But the cost goes beyond time. Inconsistent identities, drifting taxonomies, and incomplete customer journeys change what gets credit, what looks effective, and ultimately where resources are allocated.

Join Ginger Hlebasko, Marketing Technology Director at State Farm, and Stephen Williams, CEO of Marketing Evolution, for a candid fireside conversation about the real cost of marketing data you can't trust and what it takes to fix it in complex, highly regulated enterprise environments.

What you'll learn:

• How large enterprises resolve fragmented identities, drifting taxonomies, and incomplete journeys, and where to start when you can't fix it all at once
  
• Why unifying data doesn't make it consistent, meaningful, or usable
  
• How to build a foundation that survives changes to sources, definitions, and the business
  
• Why AI raises the stakes: inconsistent inputs become confident wrong answers and actions at machine speed
  
• What becomes possible when measurement, planning, and optimization run from one view of performance
  

For marketing leaders tired of reconciling conflicting reports, this session offers field-tested enterprise guidance on building a data foundation you can trust.