Skye Frontier

EVP Incremental

Skye is a leader in marketing effectiveness and brand strategy, with work published in ANA and WARC. He has spent his career helping brands use predictive and analytics to guide how they allocate marketing investment to drive growth. Prior to Incremental, Skye held senior roles at BERA, Neustar, and comScore, leading brand strategy, marketing science, and audience measurement initiatives.

Day 1, Monday, March 9

10:10 AM Keynote Panel: Winning On A Flat Budget: Maximizing Brand Growth During Lean Times

In today’s economy, brands face an impossible choice on whether to maintain reach or sacrifice performance. This keynote panel explores how the smartest companies highlight innovative approaches to budget allocation, media planning, technology adoption, and cross-functional collaboration that help brands turn budget constraints into opportunities for efficiency and impact.. These are hard-won insights from leaders who've turned budget constraints into competitive advantages.

Objectives:

Maximizing impact by reallocating spend from underperforming to high-return commerce media channels
Securing additional budget by demonstrating clear ROI and incremental revenue contribution to leadership
Maintaining brand presence and market share when facing significant budget cuts or economic uncertainty

Day 2, Tuesday, March 10

11:40 AM Presentation: Replacing ROAS: How Incrementality Changed Mondelez's Retail Media Playbook

This case study shows how Mondelez transitioned from last-touch to incrementality measurement as the signal guiding tactical campaign optimization. We’ll walk through the measurement framework, the learnings on which tactics were the most incremental, and how optimizing based on causal impact drove measurable gains in media efficiency and growth.

Check out the incredible speaker line-up to see who will be joining Skye.

Download The Latest Agenda