Data & Analytics Members Only Conference presented by AppNexus

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There’s no denying the impact data can have on a marketer’s ability to target the right consumers, optimize messaging and media spend, and plan for changes in consumer behavior.  Leveraging data is invaluable to remain relevant and drive growth.  In this increasingly competitive marketplace, marketers must understand not only how to collect and aggregate data, but how to mine it – to turn it into actionable insights to maximize marketing effectiveness.  Join us for this ANA members-only event, presented by AppNexus, where we will explore topics such as managing data, cross-platform measurement, attribution, predictive analytics, and more.  You’ll also learn from and network with industry peers working every day to influence decision making and drive business goals through data. 


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, November 29, 2017
8:45am Breakfast

9:30am General Session

HAS OUR ABILITY TO GENERATE DATA OVERTAKEN OUR ABILITY TO ACT ON IT?

The rise of big data has been a huge step forward – and potentially back – for marketers.  We now have unprecedented scale and granularity of information about our potential consumers.  But even as we have more visibility into our marketing efforts, bad choices, bad actors and bad data have limited the potential returns.  There’s clearly a mismatch between our access to data and our ability to understand and leverage it successfully.  Are human beings just too unpredictable to predict? And how can Marketing create its own ‘great leap forward’ to keep pace with big data? Learn how Diageo is mining data to drive their business and how they are dealing with the “Big Data Deluge”.

Jason Chebib
Vice President, Consumer Planning Diageo North America

NASCAR: CHAMPIONING INSIGHTS TO CHANGE MARKETING IN AN EVOLVING CONSUMER LANDSCAPE

Unique to any other league, NASCAR sponsors are ingrained into the fabric of the sport. One in four Fortune 500 companies invests in NASCAR through partnerships with teams, racetracks and the sanctioning body.  The need to measure and prove ROI is vital.  In response to the changing media landscape, NASCAR created a new Insights team by merging broadcast, digital, social, sponsorship & traditional research roles.  The results have changed the role of marketing.  Leveraging unique and proprietary tools such as a Fan Council and its Fan & Media Engagement Center - a "command center" for tracking social media activity and translating it into actionable insights - NASCAR has garnered widespread adoption of cross-consumption reporting and analysis in order to reach current and potential consumers where they consume media.  In this session, Norris Scott, VP, Analytics & Insights at NASCAR, will share how delivering best-in-class research and insights allows the company to better serve its entire ecosystem, including fans, teams, tracks and partners.  He will also share some of his personal journey, learnings, and perspective on the merging of these core departments into a single, wholistic team that’s led to a new marketing strategy based on insights.

Norris Scott
VP, Analytics & Insights NASCAR
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11:10am Networking Coffee Break

THE FUTURE OF PROGRAMMATIC

It’s been 10 years since real-time bidding took off, but marketers remain skeptical. Over the next decade, the industry needs to fix its problems in order to realize the full potential of the open internet.   The industry’s complexity, concerns about dollars making it to working media, transparency and brand safety have caused marketers to shift spend to Google and Facebook.  This has left the open internet locked out from the lion’s share of advertising budgets.  In this session, the AppNexus team will discuss the future of Identity, Viewability and Programmability. We will discuss how the latest technology advancements are being used to 1) make identity available on the open internet,  2) accurately predict viewability making Views the default currency replacing CPM, 3) safely activate programmable data, and drive more return on ad spend.

Marcus Startzel
SVP, Commercial Partnerships AppNexus
Ewa Maciukiewicz
Senior Product Manager AppNexus
Milton Georges
Principal Technical Solutions Consultant AppNexus
Kevin Solinger
Senior Director, Product Management AppNexus
12:20pm Luncheon

IBM’S MARKETING TRANSFORMATION IN ONE CLICK

At IBM, their CMO asked “What is the ROI of marketing?” and challenged her team to enable over 5,000 marketers to form ROI-driven decisions. At the enterprise level, IBM’s CMO also wanted to make marketing investment trade-off decisions across a vast portfolio of businesses. How did they do this?  IBM integrated a dozen disconnected data sources across marketing, sales, finance, operations, and media into one foundation. IBM incorporated best-in-class analytics capabilities for their marketers in an ROI-based management system. All of this is available to their marketers at one place with one click. And best of all, it works!  In this session, learn IBM's approach to global marketing transformation using their Cognitive Management System.

Akesh Bhalla
Managing Consultant IBM
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MODELED CONSUMER DATA: VALIDATING THE TARGETS

Modeled consumer data has become the new normal for scaling media target prospects beyond known customer records and many other applications in marketing and advertising.  This in-market study examines the variation in efficacy of modeled targeting across six DSPs that executed campaign lookalike targeting for AIG. 

Gerard Broussard
Principal Pre-Meditated Media
Newcombe Clark
Global Director, Rapid Learning Lab AIG
Stacey Schulman
EVP, Strategy, Analytics & Research, Katz Media Group CRE Big Data Committee Lead
2:45pm Conference Adjournment