From Measurement to Momentum: What Marketers Are Missing in the Pursuit of Effectiveness  | Basis
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Wednesday, Jul 22nd 2026
1:00PM ET / 12:00PM CT / 10:00AM PT
Noor Naseer

From Measurement to Momentum: What Marketers Are Missing in the Pursuit of Effectiveness 

Featured:

Lauren Johnson

Effectiveness Lead, Basis

Noor Naseer

VP, Media Innovations + Technology, Basis

Marketers are measuring more than ever, but confidence in campaign decisions is still lagging. What’s the disconnect? 

Join Basis Effectiveness Lead Lauren Johnson and VP of Media Innovations + Technology Noor Naseer for a candid look at what separates real campaign effectiveness from measurement for measurement’s sake. They’ll unpack what’s moving the needle in measurement in 2026, where most teams get stuck, and how to turn the data you already have into clear next steps. 

You’ll walk away with:  

  • Strategies to drive better decisioning for your campaigns 
  • Practical ways to simplify your measurement approach without losing rigor 
  • A clearer path from campaign data to media decisions you can stand behind 

What to expect from Basis Technologies Webinars

Basis Technologies' monthly webinar series features a variety of guests, and covers emerging trends and learned best practices within the advertising technology landscape.

Get to know Our Experts

Lauren Johnson

Effectiveness Lead, Basis

Lauren is a member of the Strategic Business Outcomes team, where she leads the development of Basis’ Effectiveness practice. Her team serves as a critical bridge between analytics and strategy, helping clients focus on what matters most – creating commercial outcomes and meeting advertising objectives. Now in her 13th year at Basis and with more than two decades in the industry, Lauren brings deep cross-channel expertise spanning traditional and digital media planning, buying and strategic development across a diverse range of verticals, including CPG, B2B, and franchise. Based in Dallas, Lauren passionately cheers for the Texas Longhorns and is always planning her next travel adventure.

Noor Naseer

VP, Media Innovations + Technology, Basis

Noor Naseer leads the thought leadership practice at Basis. She hosts industry podcast AdTech Unfiltered and is a keynote speaker, panelist, and presenter on topics including AI, streaming TV, automation, audio, responsible media, and more. Her expertise has been featured in outlets such as Adweek, MediaPost, and Advertising Week, and she has spoken at major industry events hosted by organizations including the 4A’s, SXSW, Gartner, the American Marketing Association, and the American Advertising Federation.

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