Unlocking Incrementality: Enterprises’ Most Trusted Proof Point

VIP Dinner - New York City, NY

Dec 10, 2025 6:00 PM - 8:30 PM EDT

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Here's what we talked about

Understanding why enterprise measurement is breaking down
- The group will examine how rising commerce media spending and fragmented retail media networks have made it harder to understand what is actually working.
- We’ll look to compare the real impact of waste, duplication, and outdated reporting standards on growth.
Clarifying what incrementality actually proves
- How incrementality isolates causal impact and replaces surface-level metrics with evidence of true business lift.
- The group will share how this shift informs better planning, forecasting, and budget defense.
Adopting causal measurement inside complex CPG organizations
- We'll explore what it takes to integrate incrementality into existing workflows across sales, marketing, and Revenue Growth Management (RGM).
- The discussion will address data readiness, internal alignment, and overcoming organizational resistance.
Turning measurement into action that drives growth
- Understanding how organizations apply causal insights to refine investment mixes, reduce waste, and improve RGM strategies.
- The group will share approaches for using insights quickly rather than relying on slow reporting cycles.
Preparing for a future where evidence guides every media decision
- The group will explore emerging standards in causal measurement and how teams are preparing for dynamic incrementality and real-time halo insights.
- Leaders will share how holistic causal models are shaping the next era of evidence-based marketing.

Event Partners

Clerdata

Clerdata is a marketing intelligence platform that uses data science to measure the real-time impact of marketing and trade activities on sales. Its software provides actionable insights to optimize marketing spend by understanding true ROI from different channels, both online and in brick-and-mortar stores. The platform breaks down data silos to provide a clear, single source of truth for making more effective, data-driven decisions.

Guest Speakers

Meghan Corroon LinkedIn

CEO at Clerdata

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Michelle Esgar LinkedIn

Director, Marketing & Experience at Panasonic

Event Moderator

Meghan Corroon LinkedIn

CEO at Clerdata

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Michelle Esgar LinkedIn

Director, Marketing & Experience at Panasonic

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What is BWG Connect?

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

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