CES panel recap: The future of marketing measurement takes flight with Alembic and Delta Air Lines
Published: 2/4/2025
Alembic Technologies took center stage at the recent Brand Innovators Marketing Leadership Summit at CES in Las Vegas, where our founder and CEO joined an executive panel to discuss the exciting future of marketing measurement. The session, “Marketing on the Exponential,” took place on January 8, 2025, and was moderated by Paul Suchman, Chief Marketing Officer at Audacy. Panelists included:
- Alicia Tillman, Chief Marketing Officer, Delta Air Lines
- Tomás Puig, Founder and Chief Executive Officer, Alembic
- Jeffrey Katzenberg, Founding Partner, WndrCo
These industry leaders shared the stage, discussing how AI-driven insights are redefining marketing measurement. Each offered a perspective on the collaboration between our team and Delta, examining our recent pilot program that brought precision measurement and accountability to Delta’s brand marketing strategies. The full 30-minute session is available on YouTube, with a summary and key takeaways below.
The challenge of marketing attribution and measurement
Proving the revenue impact of marketing has long been a pain point for CMOs. It’s often seen as a “black box.” Puig opened the panel by emphasizing how traditional approaches fail to capture the causal relationships between the marketing events that drive ROI. This was the key inspiration for developing our Marketing Intelligence Platform, which enables CMOs to quantify brand impact in real time.
Most legacy attribution models often rely on outdated techniques, and real-time marketing measurement has remained elusive for above-the-line (ATL) mass media tactics, such as TV, radio and podcast advertising. Even with the advancements in digital media, most marketers still lack the tools to optimize across brand and performance marketing. At Alembic, we fill these gaps by delivering actionable insights fueled by the transformative power of causal AI. Our platform delivers in-depth insights across channels, as demonstrated in Delta’s Paris 2024 Olympics campaign pilot.
