MASB WINTER SUMMIT
Profiting Through AI and Advanced Marketing Analytics
A virtual event via Zoom
February 18 – 19, 2026
9 AM – 12:30 PM ET
MASB Members $49 | Non-Members $99
WEDNESDAY, FEB 18
MASB Marketing Accountability Report
Joanna Seddon
MASB CEO
AI, Consumers & Trust: How Brands Can Lead the Next Wave of Human Centered Intelligence
Jeff L. Herrmann, EVP, Technology, Telecommunications & Retail, Kantar
Shepherd Laughlin, Director of Futures Consulting, Kantar
interviewed by Joanna Seddon
SESSION DESCRIPTION
From Emotion to Action: 2026 Metrics That Predict Behavior
Dr. Robert Passikoff
Founder & President, Brand Keys
SESSION DESCRIPTION
The Next Performance Channel:
Naming Rights + Jersey Patches as Full-Funnel Media
Ray Katz
President of Media and Business Intelligence/Co-Founder
Collegiate Sports Management Group
SESSION DESCRIPTION
PANEL DISCUSSION
AI in Marketing: What’s Actually Working, What’s Not, and Why
Moderator: Greg Stuart, CEO Marketing+Media Alliance & Co-host of Decoding AI for Marketing
Jay Altschuler, SVP Global Media, Mastercard
Dave Kersey, VP Global Head of Media, SharkNinja
Rebecca Panico, VP Global Media, Engagement, Partnership; Hilton
SESSION DESCRIPTION
Identification and Assignment of Sentiment to Purchase Drivers with AI
Tim Gohmann, Ph.D.
Consultant; Member, MASB Marketing Metric Certification Team
SESSION DESCRIPTION
THURSDAY, FEB 19
Sustainable Marketing Accountability: From Risk to Return
Neil Bendle
Professor of Marketing, University of Georgia Terry College of Business
SESSION DESCRIPTION
Transforming Market Research with AI Tools
Jeremy Korst
Founder & CEO, Mindspin Labs
Stefano Puntoni
Professor of Marketing and Co-director of Human-AI Research
University of Pennsylvania – The Wharton School
SESSION DESCRIPTION
Scaling Brand Safety with Standards: Why Responsible AI Matters for Marketers
Reena Jana
Head of AI Research & Standards, Trust & Safety, Google
SESSION DESCRIPTION
8 Ways AI Is Reshaping the Workforce and Our Ways of Working
Adam Katz
People Strategy & HR Specialist
SESSION DESCRIPTION
From Marketing Dictionary to Digital Twin: The UMD Agentic Roadmap
Peter Fasano
Founder/CEO, MassLogic
SESSION DESCRIPTION