Committees | Events & Webinars | Data & Measurement | ANA

Data & Measurement

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

I. FALLOUT FROM FACEBOOK'S VIDEO AD METRICS MISSTATEMENT AND 3MS UPDATE (10:00 – 11:00AM)
In September, Facebook announced it had overestimated a key video metric for two years. Shortly thereafter, ANA president and CEO Bob Liodice said an audit and accreditation by the Media Rating Council are imperative for Facebook to achieve the measurement transparency that marketers require and expect. In this session, George Ivie, CEO and Executive Director – Media Rating Council will share an update on Facebook's measurement status and lead a discussion on the difficulties in accurately measuring data in a fragmented media landscape. In addition, George will also share a "year-in-review" and next steps on 3MS.

Speaker:
George Ivie
, CEO and Executive Director – Media Rating Council


II. BIMBO BAKERIES USA: MARKETING MIX MODELING AND ATTRIBUTION
(11:00AM – 12:00PM)
Is my marketing campaign driving business growth? With who is it resonating? What measurement approach is right to find the answers? These are questions top of mind for marketers in today's analytics-driven, multichannel world. In this session, Jason Amar, will share how Bimbo Bakeries, owners of well-known brands like Sara Lee, Thomas' and Stroehmann is using marketing mix modeling and attribution models to measure cross-channel marketing activities.

Speaker:
Jason Amar, Senior Brand Manager – Bimbo Bakeries


LUNCH (12:00 – 1:00PM)

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II. AT&T: ONLINE/OFFLINE ATTRIBUTION MODELS (1:00 – 2:00PM)
AT&T, the world's largest communications company, with a high-speed mobile internet network covering more than 400 million people in North America is continually testing, optimizing and evolving their campaigns and offerings and relies on their analytics team for learnings and insights. In this session, Richard Haymore, Principal, Advanced Analytics - AT&T will discuss online/offline attribution and the data and data structures that are required to make those systems work.

Speaker:
Richard Haymore, Principal - Advanced Analytics Marketing Science & Insights – AT&T


IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
Join your fellow committee members for a lively discussion on the latest trends in data analytics, performance metrics, research measurement tools and any other topics of interest in the Data & Measurement realm.

Facilitators:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair
Claudine Waite, Director, Content Marketing, Committees & Conferences – ANA