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 U.S. 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
|
|