Data & Measurement

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


I. TRAVELERS INSURANCE (10:00 – 10:45AM)
In this session, George Covey, Director, Enterprise Digital Analytics will share insights and best practices to implementing a marketing dashboard.

Speaker:
George Covey, Director, Enterprise Digital Analytics– Travelers Insurance


II. LEVERAGING SEGMENTATION FOR BETTER CONSUMER ENGAGEMENT (10:45– 11:30PM)
Boxed brings convenience and savings to on-the-go consumers by allowing them to purchase a curated list of popular items in bulk online. In this session, Allie Donovan, Head of CRM and Retention, will share how Boxed uses segmentation and data to create a deeper connection with current and prospective customers.

Speaker:
Allie Donovan, Head of CRM and Retention - Boxed


NETWORKING BREAK


III. WHO ARE THE USERS OF THE MET'S ONLINE COLLECTION? (11:45 – 12:30PM)
The Met's online collection currently contains more than 450,000 digitized records—and is growing in number with each passing week. It is easy to say how many people visit the online collection, but the more challenging questions are: Who exactly are these users? What motivates them to come to our website? What are their needs and expectations when they browse the collection? Where are they coming from? In this session, Elena Villaespesa, Assistant Professor at Pratt Institute and Digital Analyst at The Metropolitan Museum of Art will share insights from user research conducted throughout 2017. The goal of which was to get a better understanding of their users and to define a roadmap to improve the user experience on this important area of their website.

Speaker:
Elena Villaespesa, Assistant Professor - Pratt Institute and Digital Analyst - The Metropolitan Museum of Art


LUNCH BREAK (12:30 – 1:00PM)


IV. IBM: OPTIMIZING RESPONSE TO LEAD MANAGEMENT (1:00 – 1:45PM)
In this session, Brittany Kirkland, Analytics Strategy Consultant, will share how IBM is developing and optimizing the end-to-end view of Response to Lead Management, which involves bringing together reporting capabilities from Marketing, Platforms, and Digital Sales into one new E2E system.

Speaker:
Brittany Kirkland, Analytics Strategy Consultant - IBM


V. ANA SURVEY: SPONSORSHIP MEASUREMENT (1:45 – 2:15PM)
The ANA recently fielded a survey to our member community to gain an understanding of current practices around sponsorship measurement. This was the third issuance of this member survey, previously fielded in 2013 and 2010. In this session, we'll share the detailed results of this survey, discuss implications and key takeaways for marketers, and share next steps in our partnership with MASB (Marketing Accountability Standards Board) on a project focused on sponsorship measurement.

Speaker:
Pamela Gross, Senior Manager, Committee & Conferences - ANA


VI. MEMBER ROUNDTABLE DISCUSSION (2:15 – 2:30PM)
In this session, ANA Data & Measurement Committee members will have an opportunity to network and discuss key issues in data, measurement and analytics.

Facilitator:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair