Ashley Alleyne-Morris leads Marketing Effectiveness at dentsu, with 15 years of experience across agencies and brands. In her current role she oversees the Marketing Effectiveness team, helping to shape the vision of how dentsu creates data-informed strategies that optimize business outcomes. Her career started in Marketing Mix Modeling which she credits for helping her to always focus on business outcomes. She loves all things associated with measuring Marketing Effectiveness and has a proven track record in developing advanced analytics methodologies and integrating cross-functional insights to drive successful advertising campaigns across multiple industries.