Conference Agenda

Come stop by and register - boxed lunches will be offered!

WELCOME REMARKS

Opening remarks to welcome attendees to the conference and communicate what to expect over the next few days.

John Hardy

SVP, MarTech ANA

IS YOUR MARTECH HELPING YOU REACH NEW CUSTOMERS?

Technology is the solution to all marketing problems, right? Unfortunately, the answer is mostly no, but a little bit yes. Without a strategy informed by the behavior and expectations of today’s consumer, your tech stack won’t deliver powerful results. But with a strong strategy, new, composable technology can be the key to unlocking the new experiences your customers crave. Join Acxiom’s Head of Consulting Jess Simpson as she looks at the intersection of composable tech, creativity, and consent to help brands reach new audiences and acquire new customers. 

Jess Simpson

Vice President, Consulting Acxiom

HOW TO CONDUCT A MARTECH STACK AUDIT

The world of marketing technology is rapidly evolving, and keeping pace is vital to stay competitive. By assessing your current MarTech stack based on your specific needs, you'll gain insights into its strengths, weaknesses, and areas where it falls short of supporting your organization's goals.  In this session you will learn how to take the first step in harnessing the full potential of your stack by conducting a comprehensive audit that will help you design and build a stack that is ‘best-fit-for-purpose’ to support your most complex use cases and to develop a roadmap that leads you towards MarTech success.

Darren Rankine

Partner of Marketing Technology Transparent Partners

BRAND IDENTITY STRATEGY FOR AN ADDRESSABLE FUTURE

Engaging consumers based on who they are and how they have interacted with your brand is a winning strategy for marketing effectiveness, acquisition and retention. However, new limitations on device identifiers and cookies can feel like they are upending the foundation of how marketers achieve addressable consumer engagement. This session will help marketers maintain and build on their approach to cross-channel media through first-party data and identity resolution to enable addressable marketing in the coming years. 

Julie Clark

SVP, Media & Entertainment TransUnion

DATA COMPLIANCE WORKSHOP – ADDRESSING DATA COMPLIANCE IN A COOKIELESS WORLD

As the industry adopts new solutions to sustain addressability, attribution, and media quality in a cookieless world, companies are expected to exercise greater oversight of the first party data they capture as well as websites they collect the data on. This workshop, led by Compliant, will offer you tools and strategies to improve your data compliance profile and reduce regulatory and reputational risk.

Elliot Bell

COO Compliant

BUILDING A STRONG ATTRIBUTION STRATEGY

At first glance, attribution seems pretty straight forward. However, customers are very rarely targeted by just one of your marketing campaigns. This means that marketers need to decide which touchpoints get credit for driving conversions and how to organize that data in order to understand what’s working.

In this presentation, we will walk marketers through a few of the commonly used attribution models, discuss how they can apply them to their businesses, and review how to use them to test and adapt.

Cathy Bergstrom

Vice President of Product Adroll

CLOSING REMARKS

John Hardy

SVP, MarTech ANA

BREAKFAST SESSION

Ericka Podesta McCoy

CMO Resonate

THE INEXTRICABLE LINK BETWEEN MARKETING & TECHNOLOGY

Hear from ANA Leadership on the market trends and forces that are driving marketers’ priorities and investments in technology and data, and what the ANA is doing to help our members maximize their returns on those investments.

Bill Tucker

Group Executive Vice President ANA

ANNOUNCEMENTS & HOUSEKEEPING

Michael Donnelly

Executive Vice President ANA

CREATIVE IS STILL THE BIG FISH IN A SEA OF TECHNOLOGY & DATA

In a data-driven world where technology is becoming synonymous with marketing, it’s critically important that brands always lead with compelling creative as the central focus for any marketing campaign.  Creative is still the key driver of growth and customer engagement where technology and data are key to amplifying that great creative and getting it to the right customer at the right time and place with the right message.  Hear how Seaworld is filling the tank with great creative and customer activations to drive traffic and brand loyalty.

Marisa Thalberg

Chief Marketing and Communications Officer United Parks & Resorts

THE STATE OF MARTECH 2024: MARKETING IN THE AGE OF AI

Marketing and marketing technology are changing significantly, as AI reshapes the landscape of what is possible and what is expected. In this keynote presentation, Scott will explain these changes — avoiding jargon and hyperbole — and provide guidance on how to navigate them successfully. Topics will include the shift to a universal data layer, the rise of "composable" martech stacks, and the emergence of AI agents to serve both marketers and consumers. It's an exciting inflection point for our industry and an opportunity to gain a competitive advantage in your marketing operations and customer-facing digital experiences.

Scott Brinker

VP Platform Ecosystem HubSpot

ADDRESSABILITY – MAXIMIZING THE UTILITY OF IDENTITY FOR BETTER CONNECTION AND SAFETY IN A POST-COOKIE WORLD

Hear about Bank of America’s ‘Zero PII’ platform that sets an enterprise standard for sensitive data integration and powers all of their MarTech integrations and advanced use cases for data collaboration, open advertising and more leveraging advances in cryptography and privacy enhancing tech to maximize connection while minimizing data security and privacy exposure.

Eddie Drake

Industry Principal Snowflake

BETTING BIG ON C-SUITE COLLABORATION TO ACCELERATE INNOVATION IN MARTECH

Gain invaluable insights from a modern Chief Information Officer (CIO) on the importance of collaboration and unity across the C-Suite to accelerate innovation and investments in technology to drive better business outcomes.

Macario Gallegos

CIO Hard Rock Café

REDEFINING MARKETING PERFORMANCE IN A PRIVACY-FIRST WORLD

Businesses have historically relied on data to reach the right people, at the right time, with the right message. But how we use data today looks different given evolving regulations, ongoing platform changes, deprecation of 3rd party cookies, and people’s changing expectations on data transparency. Leading marketers are taking action now to gain a competitive advantage, which sits on the foundation of consumer trust.

Join this session to learn 5 ways the world’s most advanced marketers are evolving to gain a competitive advantage ahead of the next generation of data-driven advertising. You’ll walk away inspired to find new ways to build privacy-first relationships with customers, and how to unlock the potential of customer data to drive performance.

Jamie Seltzer

Global EVP, CSA and Mx Analytics Havas Media Group

LUNCH SESSION

Speaker TBA

Analytic Partners

HEINEKEN’S SECRET BREW TO CONNECTING WITH CUSTOMERS

Discover how Heineken harnessed the synergy of cross-functional teamwork and a pioneering data-first mindset to rapidly adopt and tailor cutting-edge MarTech tools. This strategic approach not only accelerated Heineken's journey but also set a new standard in connecting and resonating with customers and consumers alike, through the artful delivery of flawless digital experiences.

Russ Moretti

Senior Director, Consumer Data Strategy Heineken

GO BOLD OR GO HOME: KELLANOVA’S MARKETING TRANSFORMATION ANCHORED IN DATA AND MARTECH

Kellanova, a spinoff of the Kellogg Company, is on a mission to build iconic brands and be the world’s best performing snacks-led powerhouse. Marketing has a BOLD vision powered by data and martech. Nicole Vinson, Global Vice President, will join Aaron Fetters, CEO of Transparent Partners, to share details of their marketing transformation journey referencing major evolutions within their consumer data strategy, martech stack, measurement approach and operating models. Hear about the role of martech and data in bringing to life innovative consumer experiences from Pop Tarts, Pringles and Cheez It. If you enjoyed the Pop Tarts Bowl, you won’t want to miss this session.

Nicole Vinson

Global Vice President Kellanova

EXPLORE TODAY’S CHALLENGES THAT MARKETING TECHNOLOGY & OPERATIONS LEADERS ARE FACING AND WHAT THEY ARE DOING ABOUT IT.

The panel will explore topics such as a) Strategies being implemented for a cookie-less world, b) Privacy as a focus for marketing; c) Driving adoption and utilization of our MarTech stack, d) Showing value/ROI from our MarTech investments, and e) Languages and taxonomy as part of the MarTech stack.

Moderator: John Hardy

SVP, MarTech ANA

SHARING THE KEYS TO UNLOCK CONTENT ORCHESTRATION TO ENABLE GLOBAL COMPLEX PERSONALIZATION – FROM IDEATION TO ARCHIVE

Hear about Hilton’s journey to creating a global digital content supply chain that supports complex personalization via customer journey mapping, composable creative assets and dynamic creative optimization in 21 languages.  You’ll learn how they work with technology partners to build the required functionality to enable their advanced requirements, and how they focus on organization design, talent development and creating optimal workflows to support their ambitions to be a leader in modern content orchestration.

Liana Cave

Senior Director, Content Orchestration, Global Marketing & Loyalty Hilton

HOW DOES AN IDENTITY GRAPH IMPACT YOUR MARTECH STACK?

The Identity Graph strategy you use is the often-unsung hero in your MarTech stack, impacting effectiveness and insight at every step of the campaign. This session will give examples and perspective on key decisions and considerations that are sometimes unconscious: identity resolution vs. the graph; identity vs device graphs; best of breed vs. integrated suite selection; having comparable/optimizable outcomes when using walled gardens and/or vendor solutions.

Luciana Lazaro

VP Product Leadership Claritas

LEAVING NOTHING ON THE TABLE: DIAGEO’S CULTURE OF MARTECH INNOVATION & OPTIMIZATION

Hear how Diageo built a culture of martech innovation and optimization, from manual spreadsheets to data-driven automation. Joshua Nafman, Diageo’s Global Vice President of Data, will share successes, failures, principles, and practices along Diageo’s martech journey.

Joshua Nafman

VP Digital, Data, and AI Marketing Diageo

CLOSING REMARKS

Michael Donnelly

Executive Vice President ANA

DINNER SESSION

Steven Mills

Director of Mailing Services, Product Management United States Postal Service

BREAKFAST SESSION: UNTANGLING YOUR TECH STACK FOR A NEW ERA OF EFFICIENCY

Let’s talk about the reality you live day in and day out. Unfortunately, that likely includes a ton of roadblocks caused by your martech, even more workarounds than you can count, and a strategy that can feel duct-taped together on your worst days – all of which may feel out of your control. But some of the most successful enterprise brands (think Expedia, T-Mobile, OpenTable) have radically changed the amount of work – and time – it takes to get campaigns out the door. Tune in to find out how they’re thriving in this new era. 

Elizabeth Weddle

Director of Product Marketing MessageGears

OPENING REMARKS

John Hardy

SVP, MarTech ANA

THE MEAT OF MARKETING: SONNY’S BBQ’S DATA-DRIVEN JOURNEY INTO THE DIGITAL AGE

In an era where digital transformation is pivotal, Peter Frey shares the journey of a brand with rich, traditional roots as it navigates through today’s modern digital landscape. By developing new digital platforms, a refined customer experience, an extensive email consumer database, and research-driven persona building, Sonny’s BBQ has officially entered its next chapter and is currently reaping the rewards. This session will showcase how integrating cutting-edge data analytics can rejuvenate and redefine the essence of heritage brands, offering a roadmap to thriving in today's market.

Peter Frey

Chief Brand Officer Sonny’s BBQ

MARTECH AS THE DRIVING FORCE IN GENERAL MOTORS MARKETING COMMUNICATIONS

Learn how General Motors drives customer consideration and purchase intent through the effective use of technology and data to develop key insights that drive effective content and communications strategies.

Sonali Mathur

Global Director, Marketing, Data, Privacy, Operations General Motors

DESIGNING YOUR MARTECH STACK TO ENABLE THE MODERN CONTENT SUPPLY CHAIN

Hear from a Digital Asset Management Industry legend and thought-leader David Lipsey on the critical foundational role that DAM’s are playing in the modern martech stack and how generative AI is a game-changer in modernizing the digital content supply chain.

David Lipsey

DAM Industry co-founder & Strategist, Author & Lecturer Managing Partner, FCx3, LLC

HOW JACK DANIELS IS DRIVING GLOBAL CONTENT & PERSONALIZATION AT SCALE WITH TENOVOS

Over the last decade, there has been a proliferation of product and marketing content across industries as brands strive to tell their story and inspire and engage today’s modern consumer across campaigns and channels.

To keep up with this demand, companies are under increasing pressure to streamline the complexities of the content and marketing supply chain, from creation to consumption all the way through distribution, allowing consumer-ready content to be delivered in hours when it used to take weeks and months.

One such company is Brown-Forman, which owns several global liquor and wine brands, including Jack Daniels and Woodford Reserve. This session will cover:

• The process of taking content from photoshoot to billboard
• How to automate and streamline the complexities of the content supply chain process
• The role of a modern, digital asset management platform - no longer where your content goes to die
• Why monolithic suites of technology are slowing your creative and marketing teams down
• Which KPIs you should be reporting to your executive teams

Shelley Schippert

Director, Global Marketing Content & Information and Content Studio Brown-Forman

DEMYSTIFYING COMPOSABILITY: THE SECRET TO SUCCESSFUL MARKETING-LED ADOPTION

Riham El-Lakany

Former Chief Marketing & Communications Officer BJC HealthCare

UNLOCKING HUMAN BRILLIANCE THROUGH TECHNOLOGY – GETTING BETTER CONTENT TO CONSUMERS FASTER

With an explosion of channels, formats and audiences to reach every market, you can no longer rely on outdated processes, tech and methods to meet content demand. This session shows how a fully connected technology ecosystem can streamline operations, empower human creativity and enable marketers to deliver more compliant high-quality content, faster than ever before.

Simon Morris

Head Strategic Business Development & Partnerships Comcast

CLOSING REMARKS

John Hardy

SVP, MarTech ANA