On-Demand Webinar

When “No” Is the Right Marketing Decision

A practitioner session on governance, explainability, and the shift from activation to decision intelligence

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About the webinar

Marketing has spent years optimizing activation. More channels, more journeys, more AI.

But a new question is emerging:

Can you actually explain and govern the decisions your marketing systems are making?

In this practitioner-led session, we explore the shift from activation-first marketing to decision-led marketing, where every interaction is intentional, governed, and explainable.

Join experts from SAS Customer Intelligence as they unpack:

  • Why organizations are shifting from campaign execution to decision-led marketing
  • The impact of customer fatigue, AI scrutiny, and regulatory pressure
  • How to define and govern marketing decisions with clarity and control
  • The core components of an explainable decision framework
  • Practical steps to introduce decision governance within your existing ecosystem
  • Key insights from practitioners working with clients today

This is not a future vision.

It’s a practical conversation on what leading organizations are starting to do today.

Bonus Asset

All attendees receive a Decision Governance Starter Kit

  • A practical template to define and structure your key marketing decisions

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About the experts


Brian Alfond

Principal Pre-Sales Solutions Architect, SAS

Brian Alfond specializes in crafting and delivering clear, elegant solutions to complex modern marketing challenges. Guided by his personal philosophy, “If you can’t explain it to grandma, you don’t really understand it,” Brian excels at designing solutions that simply work. Starting with thoughtful questioning and careful listening to uncover the core problem, Brian engages stakeholders to refine processes and define needed technology to ensure lasting success.Brian doesn’t chase shiny objects for their own sake. Like a master mechanic surveying a full toolbox, he selects and applies the right MarTech tools for the specific situation, always putting the solution to the problem first.


Mike Turner

Principle Business Advisor, Customer Intelligence, SAS

As a multi award winner and with over 25 years of experience in the field of Customer Intelligence, Mike has led many successful projects for international blue-chip companies. Holding collaboration and innovation as core disciplines in delivering value to his clients, Mike has experience across multiple market sectors. He has bought together skills from academia, start-up and commercial organisations to help resolve business problems in current operations and in future roadmap strategies for many businesses.Mike Turner specialises in customer intelligence, and is an expert in areas including the Internet of Things, intelligent decisioning and the use of AI and machine learning in marketing.


Cornelia Reitinger

Principal Business Development Specialist, SAS

Cornelia Reitinger takes a practical, execution-first approach to modern monetisation across media, retail, and banking.She works at the intersection of sales, strategy, enablement, and business development for SAS 360 Match, an API-driven, first-party ad server built for organisations that want independence. Her focus is helping media owners, broadcasters, streamers, retailers, and banks build monetisation stacks they control, rather than being shaped by someone else’s ecosystem.


Ana Beotas

SAS MarTech Solutions Advisor EMEA/AP

Ana Beotas is a MarTech Advisor at SAS supporting clients to build a robust, scalable, efficient, and secure Marketing stack, in an era defined by AI, Gen AI or Agentic AI —grounded not only in technology, but in purpose and creativity. Cause digital transformation is not simply about implementing tools; it is about building a resilient and ethical ecosystem that creates value and positive impact for businesses, customers and society at large. 

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