CPMs, CTRs, CPAs and VTRs are helpful, but they’re proxies, not outcomes.

In this practical session, marketing scientists Patrick Kennedy (Head of Scaled Measurement, Pinterest) and George Filippou (PhD researcher at Trinity and founder of Mar-Sci, an MMM & Data-Driven Attribution company) unpack what the most used metrics actually mean, how different platforms calculate them, and why cross-channel comparisons so often mislead.

We’ll show how “good” numbers can hide bad decisions, where A/B tests go wrong when they’re anchored to proxy KPIs, and how to re-centre on business outcomes. You’ll leave with a clear checklist for your own ads set up and best practices for data management & interpretation.

Speakers: Patrick Kennedy & George Filippou

Date : December 4, 2025

Time : 6 pm to 8 pm

Venue : Huckletree, The Academy, 42 Pearse St, Dublin, D02 HV59

Complementary Access. Please submit the form to reserve your place.