An hour on signal engineering, incremental measurement, and what LLMs and agentic workflows actually change.
Speakers
Gufeng ZhouCreator of Meta's Robyn15 years at Meta
Amit EdelsteinTwo-time founderEx monday.com and Taboola
Hosted by Noy Rotbart, PhD and Brian Brost, co-founders of Churney
We will email the joining link to before the session. Add it to your calendar now so it is in the diary.
Two guests who work on different parts of the problem, and the two people who build the signal.
Creator of Robyn · Executive Advisor, Vectorial Advisory · previously Meta Marketing Science
What Robyn is
Meta's open-source marketing mix modelling package, and the best known open-source MMM in the industry. Gufeng created it.
Fifteen years in measurement, most of it at Meta, where he led the global open-source measurement roadmap and represented Meta at industry events and standards bodies. He left in October 2026 and now advises measurement vendors and large advertisers through his own firm, Vectorial Advisory. On the day he takes the measurement half, and the bridge between pLTV and MMM with Noy.
Two-time founder · previously monday.com and Taboola
Twenty years in go to market and growth at scale, most recently at monday.com and before that Taboola. He is now building in applied AI, which is why he takes the question everyone is arguing about: where agentic workflows genuinely compound, and where they are a chat box bolted onto a dashboard.
Co-founder and CEO, Churney
Opens with the objective discrepancy: why the platform is optimising for something your business does not value. Closes with Gufeng on where pLTV and MMM meet.
Co-founder and CPTO, Churney
Takes signal engineering: what the ad platforms actually accept, and what happens to a signal once the platform starts training on it.
Why this session
Platforms optimise inside a seven day window. Your revenue arrives over months. So budget goes to cheap early converters every day, and the customers worth having get underbid.
Fixing that is two problems, not one. Designing the signal, and proving it worked. They usually sit in different teams. An hour on both, plus what LLMs and agentic workflows actually change underneath them.
60 minutes, including live Q&A
Why the platform optimises for something your business does not value.
What the ad platforms accept, and what happens once they train on what you sent.
Incrementality once the click is gone. Marketing mix modelling, geo tests, and where they meet pLTV.
Where LLMs do real work in growth and measurement, and where they are a chat box on a dashboard.
The honest list.
Bring your own setup.
Heads of growth, UA leads and performance marketers, plus the data and measurement people who get handed the modelling work. Useful whether you are evaluating, mid-build, or live and wondering why the results are not holding.
About this session
Churney is a Copenhagen research company founded by four PhDs. We build predicted long-term value signals and work alongside the ad platforms every day. This is educational, not a pitch. Much of what we cover you can do in house, and we will say which parts.
No. If you want one, ask afterwards.
The platforms have built the bidding. None of them predicts the value for you. They accept a number you send and optimise towards it, which means the model, the signal design and the upkeep are yours.
Good, and this will be useful to them. Most in-house builds do not fail on model quality. They fail on what gets sent, when, and what happens to it afterwards.
Yes, sent to everyone who registers.
