Zeta NEXT: From Fragmentation to Fidelity: How to Build a Modern Measurement Engine
About this video
In this lively and insight-packed discussion, Zeta brings together two marketing heavyweights—Dana Shank of Kellanova and Fredda Rodriguez of Intel—to tackle one of the industry’s most deceptively complex topics: measurement.
From navigating the tension between experimentation and proof to breaking free from last-click tunnel vision, Dana and Fredda dig deep into how today’s marketers can build cultures of continuous learning. You’ll hear how Intel’s universal pixel is revolutionizing real-time segmentation, why granular impression-level data is no longer optional, and how smart brands are shifting from account-based marketing to identity-based personalization.
This isn’t your average measurement chat—it’s a masterclass in modern marketing intelligence, packed with real-world examples, sharp perspectives, and a shared belief that good data is only as powerful as what you do with it.
