Committees | Events & Webinars | Advertising Financial Management | ANA

Advertising Financial Management

This event is over.


NETWORKING BREAKFAST (9:009:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. INTUIT: A CUSTOMER RELATIONSHIP MANAGEMENT SOURCING JOURNEY (10:00 – 11:00AM)
Intuit is at the tail end of their nearly two-year journey in sourcing their global customer relationship management (CRM) partner. In this session, Ben Brown, Senior Global Strategic Sourcing Manager – Intuit Inc., will focus on what prompted them to begin this journey, what their selection criteria was and the considerations they needed to keep in mind in the selection process. He will also share key learnings from their journey and suggest any pitfalls one can avoid that they have since learned about.

Speaker:
Ben Brown, Senior Global Strategic Sourcing Manager – Intuit Inc.


II. OPTIMIZE DIGITAL AD SPEND BY REDUCING FRAUD – NEWLY RELEASED INDUSTRY STUDY (11:15AM – 12:15PM)
For the second year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic). Forty-nine ANA members deployed White Ops detection tags on their digital advertising; all participants received proprietary information specific to their buys while the aggregate data was reported to the industry. Results show that fraud is especially high in programmatic advertising and sourced traffic. The report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:15 – 1:15PM)


III. ANA PROCUREMENT MENTORING PROGRAM DISCUSSION (1:15 – 2:00PM)
In this session, Ben Brown, Senior Global Strategic Sourcing Manager – Intuit Inc., and Rich Sherwood, Owner – Rich Sherwood Consulting, will guide a discussion on the joint value and positive outcomes formed by strong mentor relationships. They'll also provide an overview of the ANA Procurement Mentoring Program, highlight the current roster of active mentors, and the process of matching up individuals. Current and former program participants are highly encouraged to share their experiences as well to guide future mentors and mentees.

Speakers:
Ben Brown, Senior Global Strategic Sourcing Manager – Intuit Inc.
Rich Sherwood, Owner – Rich Sherwood Consulting


IV. ADVERTISING FINANCIAL MANAGEMENT AND SOCIAL MEDIA COMPENSATION (2:00 – 2:30PM)
In this session, we will explore and discuss social media compensation issues including what percentage of your budget is spent on paid social media, what percentage is spent on organic social media, what forms of compensation are used for social media agencies and more. We will also discuss major trends, topics and current issues members are facing in Advertising Financial Management and which topics we should cover in more depth at future committee meetings.

Facilitators:
Michael Thyen, Director-Procurement-Emerging Markets – Eli Lilly and Company and Chair, ANA Advertising Financial Management Committee
Crystal Albanese, Senior Manager, Conferences and Committees – ANA