CRAP Talks #32 - You Meta Believe It

For the second event of the year I'm excited to be hosting at the Meta Offices. We'll have 2 speakers and a fireside chat again. Details below with more to come closer to the time.

PLEASE NOTE: Guests will HAVE TO SIGN UP to the event with first name and last name to be allowed into the building. If you're bringing someone with you, they'll need to register for the event as well. Registration will close 24 hours before the event.

If you've not been to one of our events before then here is what you can expect. CRAP (Conversion Rate Optimisation, Analytics, Product) Talks is a cross-discipline event. We don't work in silos so why network and learn in silos. In the past we've had speakers from Data, Analytics, CRO, Product, Marketing, Data Science, Design and Research and so many more. If you work in tech, chances are you work cross-functionally, so come along and meet people doing amazing things in tech.

Hosts:
Meta

Venue:
Meta Brock, 10 Brock St, London NW1 3FG

Date:
17/03/2026
6pm doors open
Talks kick off at 630
Wrap up approximately 9:00pm.

Speakers:

• Speaker Name: Tom Collingburn | Tom Milne
• Title: Senior Data Analyst | Head of Experience Insights
• Talk Name: The Measurement Dilemma: ITV's Long Term Holdout Group
• Talk Summary:
  ITVX reaches more than 15 million viewers each month across web, mobile and 16 different TV applications. Our Product & Tech teams are rapidly expanding and updating the viewer experience to meet the challenges of an extremely competitive entertainment marketplace.
  But how do we know the cumulative impact of these Product changes is positive, in a content-driven business that is hugely influenced by competition and seasonality? In this talk we’ll show how we adopted a Long Term Holdout Group to answer this critical business question. We’ll share the technical successes, the inevitable hurdles, and the hard-won learnings we gathered along the way.
• Speaker Name: Igor (Iggy) Skokan
• Title: Director, Marketing Science, Meta
• Talk Title: Measure What Matters with Incrementality
• Talk Summary:
  Shifting consumer behaviors and the rise of formats with limited click opportunities like video have made the attribution models most advertisers rely on less effective. To capture a fuller picture of performance, advertisers must build a trusted suite of tools and methods to get closer to measuring incrementality, i.e., the true, additive value of their campaigns. This session covers how to build a practical measurement stack to estimate incrementality - the true impact of campaigns..

Fireside Chat hosted by Parveen Downer: Guest TBA