WELCOME REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

ADVANCED APPLICATIONS OF ATTENTION METRICS WITH COCA-COLA

As attention matures from tactic to strategy across global marketing practices, several leading advertisers are paving the way for marketers. The Coca-Cola Company has been on the cutting edge of attention measurement since 2020 when its Swiss line of business partnered with MediaCom and Adelaide to prove attention metrics could help reduce advertising waste. Since then, Coca-Cola has leaned into more advanced applications to develop media planning and buying solutions that drive better outcomes.

Greg Pharo, Senior Global Director of Marketing Effectiveness for The Coca-Cola Company, will join Marc Guldimann, founder and CEO of Adelaide, to discuss how Coca-Cola is building a strategy around attention. They’ll share results from tests correlating attention to outcomes, how Coca-Cola is incorporating attention metrics into programmatic buying, and the impacts of AI-powered attention metrics on the media industry.

Marc Guldimann

Chief Executive Officer Adelaide

THE FUTURE OF BIG DATA: A PEOPLE-POWERED PANEL

It takes a unique mix of people-powered measurement and big data science to truly deliver an accurate and unbiased representation of viewers. Big data from set top boxes and Smart TVs is not a complete or accurate representation of viewed content.  While big data provides scale, real consumer behavior can only be captured by people-based panels.  In this session, we will discuss how only panels composed of real people can calibrate big data, rooting out the inherent bias of big data sources, ensuring every voice is heard.  

Mainak Mazumdar

Chief Data & Research Officer Nielsen

ACHIEVE AGILE MARKETING AMID THE ERA OF DATA DEPRECATION

With the decline of cookies and device IDs, there is a lot to consider for the future of measurement, specifically when it comes to managing data and data-driven marketing. Join Neustar, a TransUnion Company to learn how to build a sustainable data-driven approach that allows you to have the flexibility to make decisions despite changes in the ad ecosystem and to ensure you can continue to measure and execute with the same efficacy as you do today.

Joseph Pagano

Vice President, Marketing Solutions Consulting Neustar, a TransUnion Company

Greg Pharo

Global Senior Director, Communications & Marketing Effectiveness The Coca-Cola Company

THE YIN AND YANG OF CONNECTED MEASUREMENT: DETERMINISTIC + PROBABILISTIC

As the digital world inches toward a third-party-cookieless existence, marketers find themselves hyper-focused on first-party and other deterministic identity solutions. But today’s emphasis may leave marketers overlooking the power of a blended approach: deterministic and probabilistic. In the new world of cookieless identity, this measurement synergy can create new possibilities for people and brands to connect. A holistic approach allows marketers to optimize at audience, message, and channel levels and bring valuable insights across the entire marketing ecosystem.

Michael Heberle

Global Chief Analytics Officer Kinesso

"COFFEE WITH" ADFORM: SAVING ADTECH FROM ITSELF

Grab a coffee and join Adform leadership for a bicoastal chat about the state of ad tech; past, present, and future. Julian Barring, SVP of Business Development, and John Piccone, Regional President, Americas, will discuss the start of the ad tech industry, ownership of customer relationships, government regulations, and what brands need to watch out for.

Julian Baring

SVP of Business Development Adform

SPONSOR OPENING REMARKS

Dennis Buchheim

VP, BPM Science, Ecosystem, Enablement Meta

OPENING REMARKS

Bob Liodice

CEO ANA

WELCOME REMARKS & HOUSEKEEPING

Bill Tucker

Group Executive Vice President ANA

THE NEXT GENERATION MEASUREMENT: INTEGRATING CUSTOMER & EXPERIENCE MEASUREMENT AND ANALYTICS THROUGHOUT YOUR ORGANIZATION

In this new world, we must rethink business relevance by moving beyond traditional marketing metrics, to experience and business metrics that enable us to leverage analytics to drive business results. How can we elevate customer metrics into shared goals across the organization? How can we broaden engagement and utilization of analytics across different functions? Elevating metrics and analytics ensure that measurement and accountability is not only integrated across the organization, but also more inclusive in its approach, application and impact.

Michelle Froah

SVP, Global Marketing Strategy & Science MetLife

HOW TO FORECAST & MEASURE ORGANIC MARKETING CHANNELS

Oura is an award-winning and fast-growing startup that helps consumers track sleep and activity using the Oura Ring and connected app. In this session, Manbir Sodhia, VP of Growth Marketing at Oura Ring will discuss how Oura measures the effectiveness and potential of organic channels using multi-touch attribution modeling tools.

Learn how Oura forecasts growth and validate the power of different organic channels.

Manbir Sodhia

Vice President, Growth Marketing Oura Ring

ACCELERATING BUSINESS GROWTH THROUGH THE ACCURATE PORTRAYAL OF WOMEN AND GIRLS

The SeeHer movement launched on 2016, in partnership with The Female Quotient (The FQ), to eliminate gender bias in advertising and media. In six short years, it has become the leading global movement for gender equality in entertainment. In this session, SeeHer member Laura Knebusch, VP, Consumer Experience at Georgia-Pacific, will explain how understanding societal shifts as they relate to women can deepen connections with consumers. The session will also address how leveraging SeeHer’s GEM® methodology provides insights and predictive drivers on campaigns that resonate with today’s women and deliver quantifiable sales ROI.

Laura Knebusch

VP, Consumer Experience Georgia-Pacific

THE EVOLVING MEASUREMENT VISION

Measurement has evolved and VideoAmp is paving the way for a future underpinned by new methodologies and datasets that help media buyers and sellers capture and fully capitalize on the cross-platform consumer. Hear from Ross McCray, CEO of VideoAmp as he discusses industry trends, cross-media measurement, and his vision of the future state of media currency.

Ross McCray

Founder & CEO VideoAmp

MEASUREMENT 360: RETHINKING YOUR MEASUREMENT STRATEGY

Change is constant – and it’s a challenge advertisers must anticipate in today’s world. Consumers are relying on new digital avenues for commerce and leisure while expecting more personalization and privacy. Business strategies are shifting, media channels and marketing partners are evolving, and advertisers must adapt their measurement strategies in response to these shifts. Join executives from Meta, Amazon, and Deloitte as they discuss the importance of a new Measurement 360 framework and how this framework prepares advertisers for the changing landscape and identifies future-proof solutions to measuring performance.

Gena Stanglein

Director, Marketing Science Meta

HARNESSING EVOLUTION TO DELIVER GROWTH IN DYNAMIC TIMES

How can an established brand harness evolution in order to thrive in a rapidly changing environment? Analytic Partners Vice President Kristin Moody sits down with Hill's Pet's Analytics & Consumer Insight Associate Director, Joe Keating to find out how the brand designed a successful analytics strategy to gain meaningful insights in a rapidly changing environment. From fostering internal buy-in, to optimizing the timing of the program, and maximizing results on the insights leveraged, they will discuss how the evolution of Hill's Pet analytics framework allowed them to harness these dynamic times to outpace the category and deliver growth.

Kristin Moody

Vice President Analytic Partners

POWERING CHIPOTLE WITH INSIGHTS & ANALYTICS

The Marketing Insights and Analytics team at Chipotle is a powerhouse of information, supporting all marketing functions such as Brand, Media, Loyalty, Off-Premise and Culinary. The team stands as the center of the organization and provides one source of truth to all. In addition to reporting and insights, the team has evolved to driving incremental sales growth through its analytic models and plays a key role in supporting Chipotle’s marketing strategy. In this session, Naveen Vijayaraghavan, the instrumental leader who built the team from the bottom up, will share the elements of success and lessons learned from along the way.

Naveen Vijayaraghavan

Sr. Director, Marketing Insights & Analytics Chipotle

FIVE WAYS TO SCREW UP IN TV ADVERTISING (AND FIVE WAYS TO FIX IT)

Streaming as a way of accessing TV is stable, growing, and here to stay. But it has complicated the life of the advertiser. Now there are five new ways to screw up TV advertising ranging from over-communicating, to missing audiences altogether. Fortunately—by using a data-driven approach that balances ad-supported streaming options with traditional linear—there are also five ways to fix the problem.  Join Samsung Ads, who will share insights from its proprietary data from as recently as Q2 2022, to learn how marketers should be managing the new complexities of TV.

Justin Evans

Global Head of Analytics & Insights Samsung Ads

GENIUS AWARDS BY NEUSTAR

Neustar will announce the 2022 ANA Genius Awards, presented by Neustar, recognizing excellence in marketing analytics. This year’s finalists represent an exciting mix of marketers across diverse industries. Find out who made this first cut across the categories of adoption, growth, innovation and storytelling. 

Joseph Pagano

Vice President, Marketing Solutions Consulting Neustar, a TransUnion Company

GROUNDBREAKING OUTCOMES, DATA QUALITY & ATTRIBUTION STANDARD

Learn how the Standard addresses various Outcomes measures and approaches, including attribution and Multi-Touch Attribution (MTA), Market Mix Modeling (MMM) and experiments, as well as the underlying data quality associated with these methods

Ron Pinelli

SVP Digital Research and Standards Media Rating Council

INDUSTRY JOINS FORCES TO TACKLE CROSS-MEDIA MEASUREMENT

Creating a modern measurement solution requires collaboration, and the ANA’s Cross-Media Measurement solution is garnering support industry-wide. Across the board, media buyers, media sellers, and vendors are joining this industry-leading initiative to develop a modern measurement solution that benefits the entire ecosystem. Our expert panel will share an update on progress, where we are heading, and how the best and brightest minds in the industry are joining forces to solve for cross-media measurement. 

Moderator: Greg Pharo

Global Senior Director, Communications & Marketing Effectiveness The Coca-Cola Company

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

CHANGING THE GAME

Ads in video games have long been hated by gamers, and for good reason: traditional in-game ads are disruptive to the overall gaming experience. Video games are cinematic-like experiences. If you want to win over gamers, you must seamlessly integrate ads into the gaming environment without compromising the creative integrity of the game. Frameplay’s Chief Strategy and Operations Officer Cary Tilds will demonstrate how intrinsic in-game ads achieve this, and how brands can maximize coveted metrics like attention, viewability, brand lift, and performance measurement with in-game ads.

Cary Tilds

Chief Strategy and Operations Officer Frameplay

"COFFEE WITH" VIZIO

Ken Norcross

Head of Data Licensing and Strategy VIZIO

THE YIN AND YANG OF CONNECTED MEASUREMENT: DETERMINISTIC + PROBABILISTIC

As the digital world inches toward a third-party-cookieless existence, marketers find themselves hyper-focused on first-party and other deterministic identity solutions. But today’s emphasis may leave marketers overlooking the power of a blended approach: deterministic and probabilistic. In the new world of cookieless identity, this measurement synergy can create new possibilities for people and brands to connect. A holistic approach allows marketers to optimize at audience, message, and channel levels and bring valuable insights across the entire marketing ecosystem.

Michael Heberle

Global Chief Analytics Officer Kinesso

WELCOME REMARKS & HOUSEKEEPING

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

FROM DATA TO DECISIONS

Consumer insights and analytics are no longer taking a back seat in business. In today’s marketing ecosystem, consumer insights must be at the forefront, driving key business decisions and tactics for organizations like Blue Diamond Growers, supplier of the world’s highest quality almond products including Almond Breeze® almond milk.

In this session, Sarb Dhanjal, Director of Consumer Insights, Analytics & Advocacy at Blue Diamond Growers will share the roadmap Blue Diamond Growers used to establish their consumer insights practice as a decision-driver and earn a seat at the table including, the obstacles along the way and the keys to success. Sarb will outline her vision for the future and where consumer insights can go in the next five years, focusing on elevating consumer insights for return on investment.

Sarb Dhanjal

Director, Consumer Insights, Analytics & Advocacy Blue Diamond Growers

THE ROLE OF INNOVATION AND MEASUREMENT IN A PERPETUALLY CHANGING MEDIA LANDSCAPE

The media landscape used to change at a pace of about one major innovation per decade - and even that was too fast.  Now change is perpetual.  How can brands navigate the new terrains without losing their core fundamentals?  In this presentation, Dr. Varan outlines an approach built on delivering best-in-class measures to a brand's key communication objectives rather than allowing their objectives to be shaped by vendor products on offer.  In this context, Dr. Varan will discuss attention, emotion, context, addressability, and more.

Duane Varan

CEO MediaScience

DATA OBSESSED: HOW AVOCADOS FROM MEXICO IS USING DATA TO DRIVE SUCCESS

Ivonne Kinser, Vice President of Marketing and Innovation at Avocados From Mexico, will share how a performance, data and measurement obsessed culture has propelled the Avocados From Mexico brand as the marketing benchmark in its industry. Discover the metrics that drive the marketing strategies for the produce brand and the reverse-engineering process that is key to their success.

Ivonne Kinser

Vice President, Marketing & Innovation Avocados from Mexico

LEVERAGING CULTURAL AUTHENTICITY AND INCLUSION MEASUREMENTS TO OPTIMIZE RELEVANCE AND SALES

As consumers’ expectations for greater inclusion, authentic portrayals, social justice, and equity reflections in ads and content continue to rise, the level of resonance between brand content and Multicultural and Inclusive audiences has become a critical growth differentiator for brands. Cultural authenticity, beyond mere representation, as measured by the Cultural Inclusion Accelerator’s Cultural Insights Impact Measure™ (CIIM), has been independently validated through attribution studies to significantly enhance sales lift and other ad effectiveness KPIs like purchase intent, brand opinion, and brand trust. Hear how CarMax is prioritizing culture – from brief to execution – and learn more about the role of cultural relevance & DEI measurements in communications.

Clary Leffel

AVP, Integrated Marketing & Operations CarMax

A FRAMEWORK FOR SUCCESS: PHARMAVITE’S MEASUREMENT-DRIVEN APPROACH

Pharmavite, a leader in the health and wellness industry and maker of top-rated vitamin and supplement brand Nature Made®, is reshaping the way they view measurement. Tommaso Visentini, Divisional Vice President of Analytics & Consumer Insights, will share how he developed an innovative media measurement approach to help its Company connect “media outcomes” to “business objectives”.

Tommaso Visentini

Divisional Vice President, Analytics & Insights Pharmavite

CLOSING REMARKS

Greg Pharo

Global Senior Director, Communications & Marketing Effectiveness The Coca-Cola Company