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About This Webinar
A candid fireside conversation with Winston Bradley, Chief Operating Officer of Marketing Evolution, 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 uses its own definitions and attribution windows, with an incentive to claim credit. Vendors may also see only part of the customer journey: the activities that generate quotes, for example, don’t always generate policy purchases.

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 marketing dollars go.

Join Winston and Stephen for a candid conversation about what it takes to build, validate, and maintain trustworthy marketing measurement in complex enterprise environments. Drawing on their work with major advertisers, including examples from State Farm, they’ll explore what organizations need to decide before choosing technology, where implementations break down, and how to establish confidence in the results.

What you'll learn:
  • How to tackle conflicting definitions, inconsistent taxonomies, and incomplete data at enterprise scale—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
  • How independent validation helps teams trust measurement and make better marketing investment decisions


For marketing leaders tired of reconciling conflicting reports, this session offers field-tested enterprise guidance on building a data foundation you can trust.
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Stephen Williams
CEO, Marketing Evolution
Stephen brings over 15 years of experience in entrepreneurship, product management, and technical leadership. As CEO, he focuses on solving the toughest challenges facing modern marketers—especially around privacy and data complexity—by building technology that drives clarity and performance. He holds a B.S. in Computer Science and Engineering from the University of Nevada, Reno.
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Winston Bradley
Chief Operating Officer of Marketing Evolution
Winston is Chief Operating Officer of Marketing Evolution, where he helps enterprise and Fortune 500 advertisers bring rigor and clarity to how they measure and invest in marketing. An economist by training, he brings a quantitative, evidence-driven lens to one of business's most persistent questions: what's actually working, and why. In his role, he oversees the company's operations and works closely with major brands to turn complex data into confident decisions about growth and spend. His perspective sits at the intersection of economic thinking and modern marketing, grounded in the belief that better measurement leads to better strategy.
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