Growth & Experimentation in 2027
* All sessions will be recorded and shared with registered guests for future viewing.
2026 has truly kept marketers on our toes.
Between constant platform updates, algorithm changes, and the ever-evolving AI landscape, it can feel overwhelming to keep up with it all.
But if there's one thing we've learned this year, it's that being willing to experiment, adapt, and try new things is more important than ever.
That's why we're bringing together four brilliant marketing experts for our Growth & Experimentation for 2027 Summit.
We're skipping the vague predictions and fluffy marketing advice. Instead, we're digging into the tools, tactics, and experiments that will actually help you do better work in 2027.
You can expect practical advice, real-world examples, and plenty of ideas you'll want to start testing yourself and share with your team.
Event Lineup and Featured Speakers:
9:30am ET – Kick off the day and intro with your host, Talitha McCloskey
We'll kick things off with a warm welcome, walk through what you'll be learning together, and share a few tips to help you get the most out of each session.
Then we'll dive straight into all things growth and experimentation! Get ready to ask questions, explore new strategies, and walk away with practical ideas to help you make smarter marketing decisions, run better experiments, and drive growth in 2027.
10:00am ET – Making Sense of Your Marketing Data with Jill Quick
Google Analytics is supposed to help you understand what's happening with your marketing. But between GA4 reports, Explorations, Looker Studio, and all the different ways to access your data, figuring out where to even start can feel super overwhelming.
Join Google Analytics expert Jill Quick for a practical session on how to navigate your analytics tools, understand where your data comes from, and figure out which reports are actually worth your time.
As you plan your growth strategy for 2027, we'll help you spend less time wrestling with dashboards and more time finding insights that help you make better decisions.
You'll learn how to:
Understand the differences between standard GA4 reports, Explorations, and Looker Studio, and when to use each one
Understand where your data comes from, how it's presented across different tools, and which reports to trust for different marketing decisions
Use the right tools to identify what's working, uncover opportunities, and plan your growth experiments for 2027
About your host:
Jill Quick is the founder of the Colouring in Department where she focuses on all things involved in measurement. From analytics, to data visualisation, more bigquery stuff thanks to GA4. She helps brands get the most out of their measurement strategy through training, reviews and audits, to troubleshooting and consulting.
11:00am ET – Experimenting with Data Feedback Loops with Michael Steele
Feedback loops are a key part of digital ads, but most people get them wrong - especially if they have a high-value product or service. We'll cover the two types of feedback loops you need to consider for your brand's campaigns: your technical feedback loop (what data you feed the algorithms) and your strategic feedback loop (how you use data to make decisions).
You’ll learn:
Why technical and strategic feedback loops are essential for running successful ad campaigns.
How to give ad platforms better data so their algorithms can optimize for results that actually matter to your business.
How to use campaign data to make smarter decisions and improve your ad performance.
About your host:
Michael Steele is the founder and CEO of Flywheel Digital, a growth marketing agency that helps consumer brands scale through SEO, paid media, and conversion optimization. They take a highly embedded, data-first approach to client relationships and have worked with top brands like lululemon, Native Shoes, and Good Inside.
1:00pm ET – Planning Your Paid Ads Strategy for 2027 with Adam Scanlon
The paid ads landscape is changing fast. Between new AI-powered features, constant platform updates, and shifting consumer behaviours, it can feel impossible to keep up. But not every shiny new feature deserves your attention. And definitely not your budget.
Join paid ads expert Adam Scanlon for a practical session on how to navigate the changing world of paid advertising and build a smarter strategy for 2027. We'll dig into what's changing, what actually matters, and how to decide where to focus your time, energy, and budget to get the best results.
You'll learn how to:
Understand the platform updates, trends, and shifts worth paying attention to as we head into 2027
Prioritize your ad spend and focus your resources on the opportunities that matter most.
Identify where to experiment, what to measure, and how to adapt your approach as platforms continue to evolve.
About your host:
Adam Scanlon is the founder of Grow with Pillar and the lead Paid Ads instructor at Growclass. He works with DTC brands, SaaS companies, and B2B businesses—building full-funnel strategies, running smart optimization loops, and unlocking growth through high-converting campaigns. According to Adam, conversion rate optimization is his obsession and A/B testing is his version of a fun time.
2:00pm ET – Scaling Experimentation: How to Actually Build Knowledge and Leverage Insights with Shanelle Mullin
We experiment to measure, to reduce risk, to optimize, to forecast, and—most importantly—to learn. When a single experiment wins, all we learn is what worked for one audience on one surface at one point in time. The real value of experimentation comes from learning at scale. With proper analysis, your experimentation program can become greater than the sum of its parts.
In this session, you’ll learn:
How to design experiments that result in actionable insights every time—whether they win, lose, or are inconclusive.
How to conduct thorough experiment archive analysis to learn from all of your previous experiments.
How to use archive analysis to run smarter experiments and make better, faster business decisions.
About your host:
Shanelle Mullin is a jill-of-all-trades marketer with a 19-year background in growth. By day, she's Head of Lifecycle Marketing at Neo Financial. By night, she's a freelance writer, international speaker, and consultant in the data and conversion rate optimization space. She was recently named one of the top experts in conversion rate optimization.
We can't predict everything 2027 will throw at us. But we can get a whole lot better at knowing what to do when things change.
Come learn, experiment, and get ready for 2027 growth with us.
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