Committees | Events & Webinars | Research & Measurement | ANA

Research & Measurement

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NETWORKING BREAKFAST (9:00-9:45AM)
INTRODUCTIONS (9:45-10:00AM)


I. PRUDENTIAL: THE ART AND SCIENCE OF DRIVING FAVORABILITY AND CONSIDERATION
(10:00-11:00AM)
Would you like to understand how your media performance stacks up to benchmarks and other marketers in similar industries? While some marketers still use an outdated reach and frequency approach to plan media, assuming all impressions are equal, Prudential has partnered with Marketing Evolution to use hundreds of industry-segmented, cross-media study benchmarks to provide insights into how different media vehicles can promote different objectives (awareness, brand attitude, etc.). See how Impact-Based Planning (IBP) software combines first and third party impact data with Nielsen reach/frequency data, in order to provide industry specific, granular results (over a hundred media channels) for a variety of planning objectives. Discover how Prudential measures both offline and online media across channels to deliver the highest possible brand impact at the lowest cost.

Speaker:
Kip Morgan, Director of Media and Branding Analytics – Prudential Advertising


II. IBM: THE 7 TRUTHS FOR MARKETING ANALYTICS SUCCESS (11:15AM-12:15PM)
In this session, learn how IBM delivers marketing analytics success by focusing on just 7 practice areas—the 7 Truths: Segmentation Targeting; Offers; Paid Media; Web Experience; Gating Strategy; Response Quality; and Cross Sell / Upsell. Session attendees will discover a whole new framework for guiding marketing analytics programs that deliver insightful strategies, impactful business outcomes, and greater revenue.

Speaker:
Ari Sheinkin, VP of Marketing Analytics – IBM


LUNCH (12:15-12:45PM)


III. TRAVELERS: BUILDING A DATA-DRIVEN CULTURE (12:45-1:45PM)
In this session, John Bell, VP, Enterprise Digital Marketing – Travelers will share how Travelers surrounds its marketing teams with insights and information, thereby creating an organizational culture with data at its core.

Speaker:

John Bell, VP, Enterprise Digital Marketing – Travelers


IV. MEMBER ROUNDTABLE DISCUSSION: DIGITAL AND SOCIAL MEASUREMENT (1:45-2:30PM)
In this session, Research & Measurement Committee members will have the opportunity to discuss measurement of digital and social media, what has and has not worked, and best practices in this ever-evolving space.

Facilitator:

Greg Pharo, Director, Market Research & Analysis – AT&T and ANA Research & Measurement Committee Chair