Neuroscience Day: Data & Measurement

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


I. JOHNSON & JOHNSON: MEASURING PERFORMANCE IN COMPLEX MARKETING ORGANIZATION (10:00-10:45AM)
Studies have shown that people rely more on emotions versus information, when making brand and purchasing decisions. In this session, Mikio Fujitsuka, Head of Sales & Marketing and Tomas Arias, Senior Brand Manager at Johnson & Johnson Consumer Inc. will offer insights and share their approach to leveraging Emotion-evoking marketing. They will illustrate how they elicit emotion through advertisement, on shelf/packaging for 3 distinctive brands within the Johnson & Johnson portfolio: BAND-AID®, RoC® Masstige Skincare brand, and EXUVIANCE® Prestige Skincare brand.

Speakers:
Mikio Fujitsuka, Head of Sales & Marketing – Johnson & Johnson
Amy Bernhard, Associate Brand Manager, Exuviance® - Johnson & Johnson
Charley Costa, Associate Brand Manager, RoC® - Johnson & Johnson


II. MARRIOTT INTERNATIONAL: HOW TO LEVERAGE NEUROSCIENCE TO DRIVE GUEST ENGAGEMENT (10:45AM – 11:30PM)
With the acquisition of Starwood Hotels & Resort, Marriott became the world's largest hospitality company. They have created an impressive loyalty program, which includes a slew of new benefits and a keen focus on customer experiences. In this session, David Kepron, VP Global Design Strategies - will share insights into how Marriott is leveraging neuroscience and emerging technologies to build great customer experiences, fundamentally changing the way they are interacting with guests.

Speaker:
David Kepron, VP Global Design Strategies – Marriott International


III. ANA AND NEUSTAR PARTNERSHIP (11:30PM – 12:00PM)
Recently the ANA, in partnership with Neustar, launched the ANA Analytics Center of Excellence as the 'go-to' industry destination for thought leadership, education and recognition in marketing measurement data and analytics. The ANA Analytics Center of Excellence's website will soon include a Learning Lab (training and education) and ACE Index (assessment tool). Lynn Schlesinger, Head of Partnership Marketing & CSR at Neustar explains how ANA members can leverage, engage and provide input in this new initiative.

Speaker:
Lynn Schlesinger, Head of Partnership Marketing & CSR – Neustar, Inc.


LUNCH (12:00-12:45PM)


IV. ANA CONSUMER NEUROSCIENCE STUDY (12:45 – 1:15PM)
The ANA recently completed research on how marketers are leveraging consumer neuroscience. In this session, you will hear the detailed findings from this research which will answer key questions like:

-Which areas of marketing use consumer neuroscience?
-What are the benefits and barriers to using consumer neuroscience?
-Can sales increases be attributed to consumer neuroscience?

The resulting insights were combined with perspectives from industry experts to create a complete picture of how marketers are using these techniques

Speakers:
Kathleen Hunter, Executive Vice President, Marketing Knowledge Center – ANA
Dr. Carl Marci, EVP, Chief Neuroscientist – Nielsen Consumer Neuroscience


V. CREATIVE IS KING IN THE AGE OF DISTRACTION (1:15 – 2:00PM)
The bar has never been higher for brands. Consumers are more distracted than ever, with shrinking attention spans and greater choice in how and where they consume media. In today's crowded and distracting consumer environment, marketers are increasingly taking risks as a way to break through the clutter and engage with consumers.
Join Dr. Carl Marci, Chief Neuroscientist at Nielsen, as he shares insights and real-world examples that reinforce the important role that neuroscience plays in gaining a deeper-level of understanding of consumers' response to advertising. Dr. Marci will address several questions that face marketers in today's complex environment, including:

  1. Can marketers know if their creative is strong enough to make an emotional and lasting connection with consumers that will drive sales, before it ever hits the market?
  2. How can marketers know if their advertising messages will break through the clutter?
  3. How can marketers take chances/risks while remaining true to their brand?

Speaker:
Dr. Carl Marci, EVP, Chief Neuroscientist - Nielson Consumer Neuroscience


VI. 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

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