Analytics, Data Science & Measurement Committees Open House

The ANA Analytics & Data Science Committee and the ANA Measurement Committee are excited to combine for an in-person event in New York City on June 26, 2024 at TikTok's NYC Office. Don’t miss out on the opportunity to connect face-to-face with your peers and engage in rich discussion on relevant topics. RSVP today for this one-of-a-kind event! Please bring a valid copy of your photo ID for check-in.

ANA COMMITTEES OPEN HOUSE AGENDA
June 26, 2024  |  9:30 AM – 5:00PM PM ET

I. REGISTRATION & BREAKFAST (9:30 – 10:30 AM ET)

II. WELCOME & INTRODUCTIONS (10:30 – 10:40 AM)
Tina Jordan, Vice President, Data Excellence & Privacy, ANA

III. TikTok Session (10:40 – 11:20 AM ET)

IV.  Marketing Strategy in the Era of Privacy & AI
What do Marketers Actually Do in the Age of Addressable Media & Automation?  (11:20 – 12:00 PM ET)

In today’s dynamic digital landscape, privacy concerns loom large as media becomes increasingly addressable. Amidst the whirlwind of tactics like triangulation & experimentation and the quest for privacy-safe data, we’re paving the way for an exciting data-driven future. 

But amidst this transformation, one question looms large: where do marketers fit in? How do we navigate the maze of how-to’s to uncover the strategic whats, especially as AI takes the reins? As modern marketers, are we shifting gears from Performance to Brand? Are we shifting all our spends to the vendors with the most data? How do we optimize creative across fragmented audiences, platforms, and data? Is segmentation still a thing? And where does competition fit in? And if the machines do the work, what is our role? Gap-filling? And who exactly do we hire nowadays?

Join us for an immersive journey through a diverse range of data-first topics, from crafting advanced audience strategies to harnessing the power of User-Generated Content to operationalizing multi-platform campaigns. We’ll also cover building teams to meet the mission.

Speakers:
Mike Jacobs, Vice President, Growth, Etsy
Chris Hawk, Director, Global Media Investment & Platforms, Etsy

V. SESSION 3 (12:00 PM – 12:40 PM ET)

VI. NETWORKING LUNCH (12:40 – 1:45 PM ET)

VII. Brewing Success: A Fireside Chat on Nespresso’s Journey to High Analytic Adoption (1:45 – 2:25 PM ET)

Brands investing in measurement programs like marketing mix modeling aim to understand marketing drivers and impact. Unfortunately, they fall short on measuring a range of promotions, complex offline and online sales activations, or external factors (including seasonality, category demand or trade promotions).

In this fireside chat moderated by Trent Huxley, Associate Vice President, Client Engagement with Analytic Partners, we feature Tanuj Gupta, Marketing Analytics, Data & Insights with Nespresso, along with Annalise D’Elia, Sr. Consultant, Client Engagement, Analytic Partners, as they discuss their approach to this problem and how Nespresso achieved high adoption of its commercial analytics program to drive double digit growth in capsule and machine sales, and democratize analytics across the organization.

The fireside chat will cover:

• How Nespresso’s shift to commercial analytics provided a multi-dimensional analysis to their programs, including machine and capsule sales, promotions and retail partner sales, in-store events, and PR and brand activities. 
• How scenario planning influenced investment plans to achieve more accurate financial forecasting and budgeting based on seasonality and other factors. 
• The role commercial analytics played in creating transparency across the organization through monthly reporting cadences and adoption through cross-functional stakeholders.

Speakers: 
Trent Huxley, Associate Vice President, Client Engagement, Analytic Partners 
Tanuj Gupta, Marketing Analytics, Data & Insights, Nespresso 
Annalise D’Elia, Sr. Consultant, Client Engagement, Analytic Partners 

VIII. Get Ahead Before You Get Left Behind. Leveraging Data Analytics and AI for Marketing Transformation (2:25 – 3:05 PM ET)

Organizations are now moving at lightning speed on methods in which AI and Data Analytics conjoin to stay competitive and relevant. Harnessing the power of data and AI becomes imperative for driving innovation, enhancing efficiency, delivering exceptional customer experiences. But How? Hear How Mars-Wrigley’s ongoing journey to find the sweet spot of applications and create a trifecta of optimal analytics, marketing and AI applications.

Speaker:
Deepak Jose, Global Head of One Demand Data and Analytics Solutions, Mars Wrigley  

IX. SESSION 6 (3:05 – 3:45 PM ET)

X. CLOSING REMARKS (3:45 – 4:00 PM ET)

XI. HAPPY HOUR (4:00 - 5:00 PM ET)
Join the ANA, fellow marketing leaders, and our event speakers for a reception featuring complimentary drinks!