Marketing effectiveness isn’t failing because of poor tools or a lack of data - it’s failing because of culture. In this session, Seena Samani, Head of Marketing Effectiveness at Lloyds Banking Group, shares five lessons from building effectiveness at scale, showing how belief, accountability, and clarity turn measurement into better decisions. Challenging leaders to move beyond dashboards and post-campaign reporting, this session shows how effectiveness becomes a true competitive advantage when it shapes everyday behaviour and decision-making.