Paolo Provinciali, VP of Marketing Growth, Performance & Operations at LinkedIn, joined Financial Narrative Head Ashley Jones for an in-depth discussion on how marketing measurement is evolving to drive real business outcomes. Drawing on his experience leading global marketing measurement at LinkedIn, Paolo explored how marketers can shift from traditional media metrics to demonstrating incremental impact, aligning with sales and finance, and positioning marketing as a growth engine rather than a cost center. The conversation delved into balancing short-term performance with long-term growth, measuring influence and trust in financial services, and creating systems that connect brand, performance, and audience behavior. From MMM and attribution to incrementality testing, Paolo shared practical approaches for understanding what truly drives business impact and how trust and influence are becoming key levers for growth. Recorded live at the Financial Narrative Fall Forum, November 18, 2025.