NORTHSTAR CONNECT 2026

Charleston, SC

May 18 – 20 | The Charleston Place

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Welcome to NorthStar Connect 2026

Where Data-Driven Leaders Converge

We’re gearing up for NorthStar Connect 2026 in Charleston, SC — building on the overwhelming success of last year’s event, which earned a NPS score of 80. Our premier, customer-only gathering brings together marketing, finance, and analytics leaders to share insights, spark innovation, and drive measurable impact. Stay tuned as we set the stage for another unforgettable experience.

Why Attend
NorthStar
Connect 2026?

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 2026 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.

TESTIMONIALS

What Our
Customers
Are Saying:

testimonials accent

What an amazing event! Everything from the Welcome Reception to the Master Classes and everything in between. The balance between presentations, workshops was perfect – and I loved that we had enough time to network. The food, beverage, and entertainment were all fantastic. A huge shoutout to the AP team for a truly wonderful experience.

It’s one of my favorite conferences to go to. I love the opportunity to engage with Analytic Partners, and my peers across industries, and understand how to best leverage Commercial Analytics…I’m very energized and engaged, wanting to bring all this back to my team to see how we can move our engagement forward into the future.

I’ve really learned a lot, hearing from really experienced folks around data, the future of data in our industry and how it can really impact our decisions moving forward.

It’s great to meet other analytics practitioners – to be inspired by others’ thoughts and thought leaders. And the best part is stepping away from your regular work to do a real deep dive into issues and discuss them with your peers.

The event was absolutely incredible. It’s rare to be in a room with so many thought leaders who have a deep understanding of the space, all committed to solving some of the industry’s toughest problems in a really collaborative manner. I couldn’t have asked for more!

Agenda

Please note the agenda, including speakers, is subject to change

DAY 1

Monday
May 18

5:30 – 8:30 PM/EST
Palmetto Courtyard
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

Tuesday
May 19

8:00 – 8:50 AM/EST
Live Oak Ballroom
BREAKFAST AND REGISTRATION
Kick things off with a hearty breakfast and fuel up for a day of learning and networking.
9:00 – 9:20 AM/EST
Magnolia Ballroom
WELCOME ADDRESS
Join Nancy Smith, Founder & CEO of Analytic Partners, as she kicks off the event with reflections on the commercial imperatives shaping the future of marketing measurement.
Nancy Smith
President & CEO
9:25 – 9:50 AM/EST
Magnolia Ballroom
THE NEW BLUEPRINT FOR SCALING COMMERCIAL ANALYTICS FOR GROWTH
Can analytics become your enterprise growth engine? In this candid session, leaders reveal how they successfully scaled their measurement programs across global organizations to earn a seat at the C-suite table. Discover how the right team and processes turn Commercial Analytics into a driver of sustained growth.
9:55 – 10:20 AM/EST
Magnolia Ballroom
MEASUREMENT MAYHEM: BUILDING TRUST IN A WORLD OF CONFLICTING KPIS
When MMM, MTA and lift studies tell different stories, your strategy stalls. Every method has blind spots, and conflicting KPIs can undermine credibility. This session cuts through the noise with a practical framework for evolving measurement using

methods that drive impact. Hear how industry leaders overcome conflicting insights, build stakeholder trust, and unlock greater innovation and value from their measurement programs.
10:25 – 10:50 AM/EST
Grand Hall
AM NETWORKING BREAK
11:00 – 11:20 AM/EST
Magnolia Ballroom
THE STATE OF COMMERCIAL DECISIONING: NEW FRONTIERS FOR 2026
Learn what finance, marketing, and analytics leaders revealed in Analytic Partners’ inaugural survey: The State of Commercial Decisioning in 2026. Discover where roles align—and where tension emerges—on how data-driven decisions are made, why skepticism persists, and what limits data’s impact on decisioning.
Jason McNellis
Jason McNellis
VP, Commercial Analytics Ambassador
11:25 – 12:05 AM/EST
Magnolia Ballroom
ROI GENOME®: INSIGHTS, TRUTHS & TRENDS Q&A
Explore the latest ROI Genome® findings and discover what’s driving performance across industries. In this interactive session, we’ll break down the most impactful trends, share a live demo of Ask Genome, and open the floor to your questions—making space for deeper discussion and real-world applications. Walk away with sharper insights and practical ways to put ROI Genome® to work for your business.
Mike Menkes
Mike Menkes
Group Senior Vice President
Joshua Bayne
Joshua Bayne
VP, Product Management
12:15 – 1:15 PM/EST
Live Oak Ballroom
LUNCH
1:25 – 2:15 PM/EST
Magnolia Ballroom
KEYNOTE
Fresh Perspective, Bold Inspiration
Recharge with a powerful keynote from outside our industry. A spark of energy to take into the rest of your day
2:20 – 2:40 PM/EST
Magnolia Ballroom
FROM INSIGHT TO INNOVATION: WHAT’S NEXT FOR COMMERCIAL ANALYTICS
Get a forward-looking perspective on the trends reshaping marketing and analytics. Maggie Merklin, Chief Customer Officer at Analytic Partners, will share her view on how market dynamics, customer needs, and innovations across our product suite are converging to drive smarter enterprise decisioning.
Maggie Merklin
Chief Customer Officer
2:45 – 3:10 PM/EST
Magnolia Ballroom
TITLE COMING SOON
Description coming soon.
3:15 – 3:40 PM/EST
Grand Hall
PM NETWORKING BREAK
3:50 – 4:15 PM/EST
Magnolia Ballroom
NEW CHANNELS, NEW CHALLENGES
Retail media, influencer marketing, AI search and now ChatGPT ads are redefining how growth happens, with brands struggling to measure the full picture. This fireside chat moves beyond the buzz to explore how leaders evolved their measurement framework to capture incremental value, align stakeholders around modern KPIs and build a roadmap that keeps analytics in step with a rapidly changing market.
4:20 – 4:45 PM/EST
Magnolia Ballroom
THE NEED FOR SPEED: THE REAL PATH TO FASTER INSIGHTS
Everyone wants faster insights, but AI alone isn’t the answer. This session tackles the real barriers to speed – from messy data to weak governance – and the fundamentals that make acceleration possible: disciplined data collection, clear taxonomy, and operational oversight. Hear how leaders remove friction at the source, where AI trust adds value, and deliver right-time insights teams can act on with confidence.
4:50 – 5:00 PM/EST
Magnolia Ballroom
CLOSING REMARKS
Jonathan Sanchez
Vice President of Marketing
5:45 PM/EST
Lobby
GATHER FOR TRANSPORTATION TO EVENING RECEPTION
6:00 – 9:40 PM/EST
NORTHSTAR EVENING RECEPTION
Join us for a festive evening of dining, music, and recognition, as we celebrate innovation, collaboration, and impact. And to celebrate you, our customers, the 2026 NorthStar Awards will be distributed to honor brands and leaders driving impact with Commercial Analytics.
DAY 3

Wednesday
May 20

8:30 – 9:20 AM/EST
Live Oak Ballroom
BREAKFAST
9:30 – 9:55 AM/EST
Magnolia Ballroom
BEYOND THE SPREADSHEET: BRIDGING THE CMO-CFO DIVIDE WITH MODERN FORECASTING
Can your analytics survive a macroeconomic shock? In an era of volatility, Commercial Analytics turns uncertainty into a competitive edge through scenario planning and balanced KPIs. This panel explores how brands quantify results into enterprise value, overcome adoption hurdles, and syndicate insights across the organization. Learn how the governance ensures forecasting powers smarter, more resilient enterprise planning.
10:00 – 10:10 AM/EST
Magnolia Ballroom
CLOSING REMARKS
Close out an event full of insight, strategy, and connection with a final reflection before you bring it all back to your team.
10:20 – 11:05 AM/EST
Meeting Rooms
CONCURRENT, 45-MINUTE WORKSHOPS
Choose from 2 tracks led by AP experts. These group workshops are designed to spark discussion, share best practices, and deepen knowledge on the following key topics:
Is your measurement program performing at its peak? Join this interactive session to maximize the strategic value of your Commercial Analytics program. We’ll explore the “Design Thinking” behind best-practice programming, helping you bridge the gaps that hold programs back. By aligning key stakeholders and clarifying your objectives, you’ll walk away with a precise workshop plan to resolve friction and turn your data into a decisive competitive advantage.
Tashan Nicholas
Director, CET
Scenario planning is evolving. GPS Enterprise® has been strengthened with next-gen enhancements to deliver the speed and accuracy required for modern forecasting and scenario planning. Join this workshop to learn best practices and watchouts, explore proven approaches from industry peers and experts, and build confidence in your forecasts. Discover how to use GPS-E to simulate outcomes, optimize resource allocation, and elevate your scenario planning into a decisive enterprise-wide strength.
Joshua Bayne
Joshua Bayne
Deputy Head of Product
Is your measurement program performing at its peak? Join this interactive session to maximize the strategic value of your Commercial Analytics program. We’ll explore the “Design Thinking” behind best-practice programming, helping you bridge the gaps that hold programs back. By aligning key stakeholders and clarifying your objectives, you’ll walk away with a precise workshop plan to resolve friction and turn your data into a decisive competitive advantage.
Tashan Nicholas
Director, CET
Scenario planning is evolving. GPS Enterprise® has been strengthened with next-gen enhancements to deliver the speed and accuracy required for modern forecasting and scenario planning. Join this workshop to learn best practices and watchouts, explore proven approaches from industry peers and experts, and build confidence in your forecasts. Discover how to use GPS-E to simulate outcomes, optimize resource allocation, and elevate your scenario planning into a decisive enterprise-wide strength.
Joshua Bayne
Joshua Bayne
Deputy Head of Product
11:45 AM/EST
Lobby
GATHER FOR TRANSPORTATION TO OFFSITE ACTIVITES
12:15 – 3:30 PM/EST
POST-EVENT OFFSITE ACTIVITIES
Curated Experiences to Close Your Trip
Wrap up your NorthStar journey with optional offsite experiences that showcase the charm and culture of Charleston. Stay tuned—more details coming soon.

Speakers

Past Speakers Include

Nancy Smith

President & Chief Executive Officer,
Analytic Partners

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Alan Wen

Alan Wen

Vice President, Marketing,
TD Insurance

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Julie Foster

Julie Foster

SVP & Managing Director,
EA Experiences

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Pankaj Chopra

Vice President & Head, Global Data & Analytics
Mondelez International

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Maggie Merklin

Chief Customer Officer,
Analytic Partners

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Mark Dietrich

Director, Marketing Insights & Advanced Analytics
Levi Strauss & Co.

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Amy Pacifico

Senior Director, Insights & Analytics
Kimberly Clark North America

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Bryan Duffy Director

Bryan Duffy

Director, Strategic Analytics & Data Science,
Ulta Beauty

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Naveed Shah

Regional Head of Advertising & Technology
Beiersdorf

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Kristin Moody

Senior Vice President, CET
Analytic Partners

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Fred Chassé

General Manager, CET-Americas
Analytic Partners

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Christine Bruns

Director of Customer Intelligence,
Abercrombie & Fitch

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Zach Shultz

Director, Financial Planning and Analysis, Marketing,
Ulta Beauty

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Jason McNellis

Jason McNellis

VP, Commercial Analytics Ambassador,
Analytic Partners

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Mike Menkes

Mike Menkes

Group Senior Vice President, CET,
Analytic Partners

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Joshua Bayne

Joshua Bayne

Deputy Head of Product,
Analytic Partners

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Jonathan Sanchez

Vice President, Marketing
Analytic Partners

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Maren Seitz

Maren Seitz

Sr Director, CET,
Analytic Partners

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Seth Weisel

Associate Vice President, CET
Analytic Partners

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John Virzi

Vice President, CET
Analytic Partners

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Joy Talbot

Senior Director CET
Analytic Partners

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Michael Harrison

Michael Harrison

Managing Partner,
Winterberry Group

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VENUE

The Charleston Place

We’re thrilled to be hosting NorthStar Connect 2026 at the iconic Charleston Place, located in the heart of historic downtown Charleston.

Guests can enjoy an exclusive discounted rate of $410 per night. Please book by April 3, 2026, to secure this rate — availability is limited.

The Charleston Place | Hotel Website >
130 Market Street | Charleston, SC, 29401
Tel: +1 800-611-5545

Guests can also book directly with The Charleston Place Reservations Office by calling 800.611.5545 or via email at reservations@charlestonplace.com. Please use our special group code when making your reservation: NorthStar Connect 2026. A credit card is required at the time of booking, but it will not be charged in advance. Rates are subject to a $2.00 destination marketing fee, a $20.00 resort fee, and state and local taxes (14%).

Register Today

Questions?

Reach out to marketing@analyticpartners.com,
and we’ll be in touch as soon as possible.