ANA Data & Analytics (Members Only Conference) @ FedEx

The use of data science continues to be among the fastest growing and most unpredictable marketing practices of our time. From the amount of data being produced to the way in which it is structured, used, measured, and acted upon. Its application in marketing presents enormous challenges, but it also presents incredible business opportunities, especially the chance to fully prove out Marketing ROI.

Please join us in Memphis, TN on Thursday, April 27, 2017 and learn top insights from leading client-side marketers who are using data & analytics to fuel innovation, and grow their business. This will be a fun and informative day hosted by FedEx.  At this event, presenters will share case studies, best practices, and actionable takeaways in leveraging data and analytics to improve marketing performance. You will also have the opportunity to network and learn from your marketing peers at this complimentary event which is open to all ANA members and invited guests only.

when

Start: Thursday, April 27, 2017 at 8:15am

End: Thursday, April 27, 2017 at 2:45pm

WHERE

FedEx World Headquarters
Building G Auditorium
3670 Hacks Cross Rd.
Memphis, TN 38125

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Members Only Conference ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A

Agenda

You must be registered to attend the conference. No walk-ins or on-site registrations. Registration will close on Monday, April 24th at 3pm EST.  All attendees must have a valid photo I.D. to be admitted.

TIME EVENT DETAILS LOCATION
Thursday, April 27, 2017
8:15am Breakfast

9:15am General Session

SCIENCE BEHIND TODAY’S MARKETING DECISIONS

USAA, a Texas based diversified financial service provider serving US Military, has evolved marketing decision practices significantly over the last decade to ensure that data is leveraged in all aspects of marketing.  These data driven decisions led USAA to experience significant growth while improving efficiency with marketing resources.  Over time, the use of data has evolved the culture of the entire marketing organization leading to high demand of advanced tools and insights.  The focus of this session will be on capabilities for decision making including a culture of test & learn, leveraging marketing mix models and mixed attribution methods, and sales analytics.  These capabilities inform how USAA leverages marketing and what quantifies success.

Christina Holleman
AVP, Insight Delivery USAA

HILTON: DRIVING CHANGE MANAGEMENT FOR MARKETING ROI

In this session, Deborah Heydel, Senior Director, Marketing Strategy & Performance - Hilton Worldwide will share Hilton's approach to collecting and analyzing marketing data to optimize by channel, region, brand and message.  Attendees will also learn how they assess the right metrics to make creative and media decisions.

Deborah Heydel
Senior Director, Marketing Strategy & Performance Hilton
10:55am Networking Coffee Break

11:20am General Session (cont.)

THE STORY OF AN AUDIENCE: USING DATA TO LISTEN & DELIVER

“Most of the successful people I’ve known are the ones who do more listening than talking.” - Bernard M. Baruch
Marketers love to talk to buyers about products, solutions and brands. However, before talking to the market, it is important to first listen and learn. Jon Meketansky of IBM's Analytics & Data team in Performance, Programmatic & Digital Marketing will discuss how IBM has learned to listen to individuals, companies and markets and convert the knowledge acquired into data-driven, buyer-centric and outcomes-focused marketing & digital strategies. He will discuss how IBM is instrumenting experiences to capture data, leverage predictive analytics to optimize decisions and enabling automation to drive execution.

Jon Meketansky
Manager, Client Information Strategy IBM Performance Marketing
12:00pm Luncheon

1:00pm General Session (cont.)

JOHN HANCOCK: IMPROVING THE CUSTOMER EXPERIENCE THROUGH PERSONALIZED (IoT enabled) MARKETING

Today's customer is connected, social, experiential and is hurried. John Hancock's mission to protect the health and wealth of its customers took a new turn with the introduction of its flagship program Vitality. In this session, learn how John Hancock's Marketing and Advanced Analytics teams collaborate to improve customer stickiness (through personalization).

Vishwa Kolla
AVP, Head of Advanced Analytics John Hancock Insurance

E-COMMERCE: FACTS AND IMPLICATIONS FOR MARKETERS

The ANA has recently released new research on how the overall ANA community is conducting e-commerce initiatives. New research by the ANA has found that more than 80 percent of our members will have e-commerce initiatives in place over the next two years. In this session, attendees will hear findings from the ANA e-commerce survey as well as its implications for advertisers moving forward.

Christopher Scirocco
Director, Conferences and Committees ANA
2:45pm Conference Adjournment