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  2. Your Marketing Measurement Is Useless
  • Live event
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Brockholes, Preston New Rd, PR5 0AG
Wednesday 4 Mar 2026   09:00 - 12:00
Your Marketing Measurement Is Useless
Let's fix it.
Understand which metrics actually move e-commerce performance, how to set objectives that guide decisions, and when AI helps versus when it wastes money.
Speakers
  • Sean Dwyer
  • Leon Calverley
  • Beth Moore
  • William Sharp
Reserve your free ticket now

Let’s be honest about something that most marketing directors won’t say out loud:
Your measurement is probably useless.

Not because you’re bad at your job. Because the way most businesses measure marketing is fundamentally broken.

You know this is true when:

  1. You spent Tuesday morning reconciling three dashboards that don’t match.
  2. Your PPC agency says traffic’s up 40%, but revenue’s flat and nobody can explain why.
  3. You find problems two weeks after they’ve already eaten your margin.
  4. The board asks, “Is this working?” and you’ve got 47 slides of metrics, but no clear answer.
  5. You’re coordinating agencies instead of leading strategy, herding cats instead of driving growth.

This session will show you how to:

  • Set objectives that guide decisions, not just measure history.
  • Identify the execution levers that matter (and ignore the ones that don’t)
  • Use modern intelligence tools that alert you to problems in real-time, and suggest what to do about them

We’ll run plenty of live demos and interactive exercises, showing you what e-commerce marketing measurement looks like when it’s built for speed, not just accuracy.

Walk out with a clearer plan, better ammunition for your board, and time to actually think.

“
The presentation was exceptionally professional—clear, engaging, and cutting-edge, as always. [Door4's] mastery of the subject matter was evident throughout, and delivered with confidence and precision.
CA
E-Commerce Director

Who This Is For

Marketing directors, e-commerce professionals and their teams, who:

  • Manage multiple agencies that don’t collaborate
  • Can report what happened, but not why
  • Find problems too late because measurement is backwards-looking
  • Are tired of board meetings with metrics but no clear answers

This probably isn’t for you if:

  • Your measurement genuinely works well (rare, but possible)
  • You’re looking for tactical PPC tips (this is strategic)
  • You’re not ready to hear your current approach might be broken

What You’ll Discover

Set Proper Objectives
Stop recycling last year’s KPIs. Learn how to define commercial objectives that actually guide decisions – whether you’re chasing growth or protecting margin.

Understand Your Levers
Traffic quality. Basket abandonment. ROAS fluctuations. Product mix. Returning customer rate. Checkout friction. The factors that actually drive your headline numbers and how to monitor them without manual reporting.

Surface Intelligence Proactively
See live demonstrations of modern measurement tools that don’t wait for you to ask. They alert you when something’s wrong, explain why it happened, and recommend what to do next.

Reserve your spot now!
Meet our speakers
  • Beth Moore
    Head of Client Services

    Beth has worked in senior client services roles for more than a decade.
    She works alongside founder Leon Calverley and Managing Director Sean Dwyer to support Door4’s client growth and retention strategy.

  • Sean Dwyer
    Managing Director, Door4

    Sean joined Door4 in 2017, from a background in big brand media and performance. A data obsessive at heart, he’s responsible for pushing through organisational and procedural clarity. In an agency? You’d better believe it.

  • William Sharp
    Account Manager

    William acts as the filter between clients and the operational side of the business, managing requests to ensure they're briefed correctly to the right team
    A large part of this is working to understand the clients business and challenges.

  • Leon Calverley
    Founder, Door4

    Leon founded Door4 way back in 2000. As a creative technologist, he leads agency strategy with the board, and hosts Door4 regional events.

“
It was really helpful to crystalise my understanding of AI. The talk was well pitched - not too complex nor overly simplistic. The delivery of the presentation was excellent, highly engaging. I really did enjoy it and it was very thought provoking, which is what I was hoping for.
MB
Head of E-commerce - Automotive Group

Why Come Along?

  • Stop justifying, start planning – Get your strategy time back by automating the reporting treadmill
  • See what’s possible – Live demos of our in-house AI-augmented measurement tools built for speed
  • Walk out with frameworks – Practical tools you can use immediately, not theory
  • Ask real questions – Interactive format with multiple speakers and live exercises
  • Get board-ready ammunition – Learn how to translate marketing metrics into the business language your CFO actually cares about

Expect live demos (including our new Fidelity intelligence tool in action), interactive exercises, and frank conversations about what’s broken in most measurement approaches – and how to fix it.

Ideal for: Marketing teams at e-commerce businesses who are data-rich but insight-poor.

FAQ Section

Is this just about AI tools?
No. We’ll demonstrate AI-augmented measurement, but the core session is about timeless principles (clear objectives, KPI hierarchies, proactive monitoring) applied through modern technology.

How long does the session last?
The event runs for 3 hours (09:00 – 12:00). You’re very welcome to stick around and chat with our team afterwards.

Is it a sales pitch?
No, definitely not. There’s nothing to ‘buy’ at the end of this. It’s designed to be genuinely useful whether you work with us or not.

Can I bring a guest?
Yes, of course. We just ask that everyone who is attending registers on Eventbrite.

Is there car parking?
Yes, there is free venue parking. You need to input your registration on arrival at the event room instead of paying at the carpark machine.

What to expect on the day

09:00 - 09:30
Welcome & Breakfast
A hot breakfast sandwich and coffee (or tea) and pre-event networking opportunity.
09:30 - 10:30
Interactive session
Sean and William
10:30 - 10:45
Quick break
Catch a breath and help yourself to a brew.
10:45 - 11:45
Interactive session
Leon and Beth
11:45 - 12:00
Q&A
Feel free to grill our team on the content.
Reserve your spot now!

Where is the venue?

 

Your Marketing Measurement Is Useless
Understand which metrics actually move e-commerce performance, how to set objectives that guide decisions, and when AI helps versus when it wastes money.