Sustainable
Growth
Learn how industry leaders are using data-driven decisioning to navigate complexity, optimize investments, and drive long-term business impact.
overview
Welcome to NorthStar Connect 2025
Where Data-Driven Leaders Converge
NorthStar Connect is heading to Scottsdale, AZ for the first time to celebrate 25 years of innovation, collaboration, and impact. Our premier, customer-only event unites marketing, finance, and analytics leaders who are passionate about turning data into expertise and driving measurable business outcomes.
Adapt Evolve Thrive
It’s not just our event theme – it’s a call to action. By leveraging commercial intelligence and analytics, brands can successfully navigate change, foster growth, and attain lasting success.
Join us in Scottsdale, AZ, for three days of inspiring sessions, actionable insights, and exclusive networking opportunities that empower you to shape the future of commercial analytics. Together, we’ll dive into:
Driving Adoption for Enterprise-Wide Impact
See how forward-thinking organizations are unifying teams, eliminating blind spots, and expanding data-driven decisioning beyond marketing to drive holistic business impact.
Value Creation Through Finance
Discover how a strategic approach to measurement enhances transparency with finance while optimizing resources, and ensuring every investment drives measurable business impact.
The Future of Technology & Innovation
Get the latest insights from ROI Genome and how cutting-edge commercial analytics are accelerating speed to insights, enhancing decision-making, and unlocking new opportunities for growth.
Why Attend
NorthStar
Connect 2025?
Join an exclusive gathering of marketing, finance, and analytics leaders driving change through data. Whether you’re returning or attending for the first time, NorthStar Connect 2025 offers fresh insights, powerful networking, and direct access to Analytic Partners’ thought leaders. Participate in highly engaging breakout sessions designed to workshop real-world scenarios, share best practices, and provide practical strategies to drive commercial decisioning for growth.
01. Expand
Gain exclusive access to
new research and actionable strategies to fuel growth.
02. Connect
Engage with AP experts and peers in dynamic, hands-on discussions.
03. Get Inspired
Learn from industry leaders who turn insights into measurable impact.
04. Enjoy
Experience memorable moments, immersive sessions, and on-site surprises.
Don’t miss your chance to be part of the conversation shaping
the future of commercial analytics.
Past Attendees Include:
TESTIMONIALS
What Our
Customers
Are Saying:
Agenda
Please note the agenda, including speakers, is subject to change
DAY 1
Wednesday
September 17
OPTIONAL PRE-CONFERENCE SESSIONS
For those available, these small-group workshops offer additional learning and engagement before the main event.
Choose from 2 available tracks led by AP experts. This includes 2 concurrent, 60-minute breakout sessions.
Choose from 2 available tracks led by AP experts. This includes 2 concurrent, 60-minute breakout sessions.
Arizona I
How can leaders thrive amid constant change and competing interests? Scenario planning brings clarity and agility to your strategy, empowering brands to anticipate challenges and spot opportunities. In this workshop, learn how to create a best-in class decisioning framework using the latest GPS-E enhancements to forecast with more accuracy and granularity, optimize multiple KPIs, and simulate the impact of business decisions and external forces. To further enable faster decisioning where it matters most, explore how to integrate Agile Learning to run purposeful experiments with trustworthy outcomes.
Joshua Bayne
Arizona II
Even the best plans fall flat without buy-in. This interactive workshop is designed for changemakers who need to align stakeholders, overcome resistance, and embed analytics into the fabric of business decision-making. Through hands-on exercises and guided discussions, you’ll explore practical frameworks for influencing cross-functional teams – from finance to operations to executive leadership – and walk away with tools to lead lasting, insight-driven change in your organization.
Jason McNellis
Maren Seitz
Arizona I
How can leaders thrive amid constant change and competing interests? Scenario planning brings clarity and agility to your strategy, empowering brands to anticipate challenges and spot opportunities. In this workshop, learn how to create a best-in class decisioning framework using the latest GPS-E enhancements to forecast with more accuracy and granularity, optimize multiple KPIs, and simulate the impact of business decisions and external forces. To further enable faster decisioning where it matters most, explore how to integrate Agile Learning to run purposeful experiments with trustworthy outcomes.
Joshua Bayne
Arizona II
Even the best plans fall flat without buy-in. This interactive workshop is designed for changemakers who need to align stakeholders, overcome resistance, and embed analytics into the fabric of business decision-making. Through hands-on exercises and guided discussions, you’ll explore practical frameworks for influencing cross-functional teams – from finance to operations to executive leadership – and walk away with tools to lead lasting, insight-driven change in your organization.
Jason McNellis
Maren Seitz
WELCOME RECEPTION
Ease into the event with a relaxed evening of cocktails, dinner, and live entertainment. Reconnect with peers and spark new relationships before the big ideas begin.
DAY 2
Thursday
September 18
BREAKFAST & REGISTRATION
Kick things off with a hearty breakfast and fuel up for day of learning and networking.
WELCOME ADDRESS
Join Nancy Smith, Founder & CEO of Analytic Partners, as she kicks off the event with reflections on 25 years of pioneering progress and a bold vision for the future of Commercial Analytics.
Nancy Smith
INNOVATION & INSIGHTS
Get a forward look at the trends shaping analytics and marketing. Maggie Merklin, Chief Customer Officer, shares timely insights on emerging market dynamics and the innovations set to define the year ahead.
Maggie Merklin
BREAKING DOWN SILOS – TURNING DATA INTO INFLUENCE
Smart insights are only powerful when they’re adopted. So how do you scale influence beyond your team? Hear how leaders are using a shared source of truth to unify stakeholders, build trust, and embed data into decisions. Learn how they’re breaking silos, and turning analytics into an enterprise-wide advantage.
Julie Foster
Christine Bruns
Moderator – Fred Chassé
BEYOND THE BUILD: REWIRING MEASUREMENT FOR COMMERCIAL IMPACT
How do you balance speed and depth in a complex portfolio? Kimberly-Clark transformed its measurement ecosystem to do just that—scaling CMM across the organization, reducing turnaround times, and shifting from static reports to an insights-first approach that drives real impact. Learn how they built repeatable learning loops, elevated insights to influence executive decision-making, and used diagnostics to unlock cross-brand learning. Now, with finance-aligned forecasting and purpose-built deliverables, they’re charting a smarter, faster, and more strategic path forward.
Amy Pacifico
Moderator – John Virzi
NETWORKING BREAK
COMMERCIAL DECISIONING FOR SUSTAINABLE GROWTH
Growth is never guaranteed, and the path forward is rarely straight. In this panel, brand leaders share how they’re navigating change, aligning priorities, and turning strategy into action. Hear how they’re balancing short and long-term goals and adapting fast – without losing focus. Walk away with fresh perspective on what it takes to lead through complexity and fuel sustainable growth in today’s dynamic environment.
Mark Dietrich
Pankaj Chopra
Moderator – Mallory Fetters
DEFINING THE VALUE OF CREATIVE INTELLIGENCE
Research shows creative drives 40-70% of ad performance despite being labeled “non-working.” With $1.12T global ad spend by 2026 & $140B+ creative investment, maximizing impact is key. The study explores how creative data, and AI will assist in activating, optimizing and measuring creative assets. Topics: Rise of GenAI, Creative Intelligence emergence, and barriers limiting effectiveness.
Michael Harrison
LUNCH
TRANSFORMING DATA INSIGHTS INTO STORYTELLING ROCKTFUEL
Jason Bevan, Former Head of Creative Development at Warner Bros. Studios
CLEARING THE FOG – QUANTIFYING MARKETING’S VALUE
The common thread between all successful marketing leaders is being fluent in finance speak. Hear how Jason McNellis’ pragmatic framework, built on research and real-world experience, helps align Finance and Marketing to optimize impact and effectiveness.
Jason McNellis
CHARTING THE COURSE – A JOINT PATH TO BUSINESS GROWTH
Marketing doesn’t exist in a vacuum – and neither should its value. Hear directly from one brand’s marketing and finance leaders who will share how they leverage commercial insight as a shared language for growth, alignment, and performance.
Bryan Duffy
Zach Shultz
Moderator – Kristin Moody
NETWORKING BREAK
FROM INSIGHTS TO INFLUENCE: MARKETING’S ROLE IN ENTERPRISE GROWTH
What does it take for marketing to help shape – not just support – enterprise strategy? At TD Bank, marketing is navigating complexity, earning the trust of business partners, and working in lockstep with leaders across the organization to embed marketing’s perspective into high-stakes decision-making. Discover how TD Bank is strengthening organizational capabilities by democratizing insights, fostering a shared understanding of performance, and transforming data into strategic action.
Alan Wen
Moderator – Seth Weisel
THE “LOTS OF LITTLES” ROUTE TO MODERN BRAND BUILDING
The worlds of creative and media are increasingly fragmented. In media, with broad reach becoming harder to buy in any single channel, marketers are having to construct plans built on ‘lots of little’ engagements. In creative, the rise of the algorithms means advertisers need to build many more variants of their creative work to be tested and optimized. In this session Grace will talk you through how to respond and what analytics says about how well it works. We’ll also include a world class example from McDonalds.
Dr Grace Kite
ROI GENOME: GAME-CHANGING INSIGHTS
Stay sharp with the latest ROI Genome findings, uncover cross-industry trends and performance drivers to guide better decisions.
Mike Menkes
CLOSING REMARKS
Maggie Merklin
GATHER FOR TRANSPORTATION TO EVENING RECEPTION
NORTHSTAR EVENING RECEPTION
Step into a festive evening of dining and entertainment as we celebrate 25 years of innovation and impact at Analytic Partners – set against the backdrop of the world-renowned G Collection automobile gallery.
After a day filled with insights and connections, unwind and raise a glass with fellow leaders and changemakers – the 2025 NorthStar Awards will spotlight a few standout brands and leaders.
After a day filled with insights and connections, unwind and raise a glass with fellow leaders and changemakers – the 2025 NorthStar Awards will spotlight a few standout brands and leaders.
AFTERPARTY
Not ready to call it a night? Join us for our official After Party at Maya Day + Nightclub – Scottsdale’s premier nightlife destination in the heart of Old Town’s entertainment district. Whether you’re headed back to the hotel or keeping the party alive, we’ve got your ride.
DAY 3
Friday
September 19
BREAKFAST
ROI GENOME – OPEN Q&A
Have questions about ROI Genome Insights? Join our experts for an open conversation. We’ll dive deeper into the findings, unpack audience questions, and explore how ROI Genome can be applied to your unique business challenges. Walk away with richer, more personalized insight.
Mike Menkes
Joshua Bayne
CHANGEMAKERS – LEADING THROUGH TRANSFORMATION
A good program delivers insights – a great program transforms businesses and drives action. In this real-world case study, Naveed Shah (Beiersdorf) joins Maren Seitz (Analytic Partners) to share lessons in overcoming resistance, aligning teams, and embedding insights into decisioning. Leave inspired and equipped to lead transformation within your own organization.
Naveed Shah
Moderator – Maren Seitz
CONCURRENT, 60-MINUTE WORKSHOPS
Choose from 2 available tracks led by AP experts. These small-group workshops are designed to spark discussion, share best practices, and deepen knowledge on key topics:
Arizona I
How can leaders thrive amid constant change and competing interests? Scenario planning brings clarity and agility to your strategy, empowering brands to anticipate challenges and spot opportunities. In this workshop, learn how to create a best-in class decisioning framework using the latest GPS-E enhancements to forecast with more accuracy and granularity, optimize multiple KPIs, and simulate the impact of business decisions and external forces. To further enable faster decisioning where it matters most, explore how to integrate Agile Learning to run purposeful experiments with trustworthy outcomes.
Joshua Bayne
Arizona II
Even the best plans fall flat without buy-in. This interactive workshop is designed for changemakers who need to align stakeholders, overcome resistance, and embed analytics into the fabric of business decision-making. Through hands-on exercises and guided discussions, you’ll explore practical frameworks for influencing cross-functional teams – from finance to operations to executive leadership – and walk away with tools to lead lasting, insight-driven change in your organization.
Jason McNellis
Maren Seitz
Arizona I
How can leaders thrive amid constant change and competing interests? Scenario planning brings clarity and agility to your strategy, empowering brands to anticipate challenges and spot opportunities. In this workshop, learn how to create a best-in class decisioning framework using the latest GPS-E enhancements to forecast with more accuracy and granularity, optimize multiple KPIs, and simulate the impact of business decisions and external forces. To further enable faster decisioning where it matters most, explore how to integrate Agile Learning to run purposeful experiments with trustworthy outcomes.
Joshua Bayne
Arizona II
Even the best plans fall flat without buy-in. This interactive workshop is designed for changemakers who need to align stakeholders, overcome resistance, and embed analytics into the fabric of business decision-making. Through hands-on exercises and guided discussions, you’ll explore practical frameworks for influencing cross-functional teams – from finance to operations to executive leadership – and walk away with tools to lead lasting, insight-driven change in your organization.
Jason McNellis
Maren Seitz
GRAB AND GO LUNCH
POST-EVENT OFFSITE ACTIVITIES
Choose your own adventure and keep the energy going as we wrap up NorthStar Connect in style. Whether teeing off on world-class greens, tasting your way through Old Town, or strolling through the stunning Desert Botanical Garden, you’ll be in excellent company with fellow NorthStar Connect attendees.
TEE OFF AT TROON NORTH GOLF CLUB
Cap your NorthStar experience with a round at one of Scottsdale’s premier desert courses. Enjoy a 1:45 p.m. shotgun start—surrounded by dramatic desert scenery and world-class greens. Get ready for an unforgettable afternoon on the fairway.
A TASTE OF OLD TOWN SCOTTSDALE
Savor your way through Scottsdale’s vibrant culinary scene on a curated tour of Old Town. From hidden gems to local favorites, this flavorful adventure blends signature bites, craft cocktails, and Wild West charm for a delicious end to your NorthStar experience.
DESERT BEAUTY AT THE BOTANICAL GARDEN
Swap boardrooms for blooming trails on a stroll through the stunning Desert Botanical Garden. Nestled among the red rocks, this serene escape showcases vibrant desert plants and towering cacti. It’s a serene escape to connect, unwind, and soak in the Sonoran landscape.
Speakers
Join an Exclusive Group of Industry Experts.
Julie Foster
SVP & Managing Director,
EA Experiences
Nancy Smith
President & Chief Executive Officer,
Analytic Partners
Alan Wen
Vice President, Marketing,
TD Insurance
Maggie Merklin
Chief Customer Officer,
Analytic Partners
Pankaj Chopra
Vice President & Head, Global Data & Analytics
Mondelez International
Dr Grace Kite
Vice President
Analytic Partners
Mark Dietrich
Director, Marketing Insights & Advanced Analytics
Levi Strauss & Co.
Kristin Moody
Senior Vice President, CET
Analytic Partners
Mallory Fetters
Vice President, CET
Analytic Partners
Bryan Duffy
Director, Strategic Analytics & Data Science,
Ulta Beauty
Maren Seitz
Sr Director, CET,
Analytic Partners
Naveed Shah
Regional Head of Advertising & Technology
Beiersdorf
Zach Shultz
Director, Financial Planning and Analysis, Marketing,
Ulta Beauty
Amy Pacifico
Senior Director, Insights & Analytics
Kimberly Clark North America
Jason McNellis
VP, Commercial Analytics Ambassador,
Analytic Partners
Mike Menkes
Group Senior Vice President, CET,
Analytic Partners
Joshua Bayne
Deputy Head of Product,
Analytic Partners
Jonathan Sanchez
Vice President, Marketing
Analytic Partners
Fred Chassé
General Manager, CET-Americas
Analytic Partners
Seth Weisel
Associate Vice President, CET
Analytic Partners
John Virzi
Associate VP, CET
Analytic Partners
Michael Harrison
Managing Partner,
Winterberry Group
Christine Bruns
Director of Customer Intelligence,
Abercrombie & Fitch
Latest Updates
AWARDS
The North Star Awards
Recognizing the leaders who push their organizations forward with commercial outcomes that deliver lasting value
The Evangelizer
A strategic leader who is pioneering data and analytics in their organization to drive commercial growth.
They’ve set a new bar for marketing, using analytics to create business value for customers, partners and employees.
The Vanguard
An organization that is revolutionizing marketing analytics as a strategic business asset.
They’ve transformed how they make decisions – using analytics and optimization to drive business growth and influence planning strategies.
The Catalyst
A customer who is effectively leveraging GPS Enterprise to drive action.
This award isn’t based on a submission, but on platform usage.
Want to submit
a nomination?
If you, or someone you know, is an Analytic Partners customer with a compelling, real-world use case, we want to hear about its amazing success.
We look forward to celebrating this year’s winners and honorees at NorthStar Connect.
Please note: Only current customers are eligible. Customers, partners and employees may all submit nominations.
Photos
Reliving NorthStar Connect 2024
VENUE
The Scottsdale Resort & Spa
We are pleased to offer a discounted rate of $259 per night – exclusively for our guests.
Please book before the cutoff date to obtain this discounted rate. Our room block has been extended to Friday, September 12
Please note that a daily resort fee of $10 per room will be applied, and a daily fee of $2 for housekeeping. Guest room internet is complimentary. Additionally, a one-time fee of $8 for porterage will be charged per room. Self-parking is available at $15 per day, and valet parking is offered at $35 per day. The current hotel occupancy tax rate is 14.02% and applies to nightly rates only. An 8.05% combined sales and local tax will be added to the total.
The Scottsdale Resort & Spa | Hotel Website >
7700 E McCormick Pkwy | Scottsdale, Arizona, 85285
Tel: +1 480-991-9000
Questions?
Reach out to marketing@analyticpartners.com,
and we’ll be in touch as soon as possible.