Charley Brennand

Charley is your typical straight-talking, northern English girl with a VERY colourful backstory looking to share her experiences with others to relate, connect and inspire. She hopes to show people that perseverance, figuring it out and true grit are the main components to success in marketing. She’s headed up paid media activity for some of the UK’s biggest household brands such as JD Sports, Webuyanycar, Domino’s Pizza and REFY to name a few.

She setup The PPC Academy, a Paid Media community based in Manchester, in Oct 2023 to make PPC skills more accessible to both existing practitioners and those looking to enter and upskill. It also aims to provide a friendly, diverse and informal setting to allow peers to connect and build relationships. After all, things are easier when we work together! She is also the Founder of the brand-new performance marketing conference launching in June 2025, Performance MCR, a niche-focused conference for performance marketers based in Manchester, UK.

Presentation Title:
"KPI Conundrum: How storytelling can make marketing better when we’re drowning in a KPI hell"

This session focuses on the importance of understanding business data beyond platform-specific metrics. Using a real-world case study, we’ll explore how different attribution tools can lead to conflicting insights. For instance, while Google might show Conversion Rates (CVRs) increasing, a client’s attribution tool may indicate a different outcome altogether. To drive effective marketing strategies, it’s essential to establish a common ground and align on a meaningful metric—ultimately focusing on actual business revenue versus actual spending. Join us to uncover how to navigate these challenges and gain a truthful view of campaign performance.