Analytics & Data Science

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I. Drive Better Marketing Decisions with Data and Insights in Uncertain Times (11:10 AM - 11:50AM)

It is challenging enough in calm times to identify consumers who are not only interested in your products and services but also who can grow to become your MVP customers. COVID's impact on consumers have made this effort even more difficult. The economy may have recovered overall but the recovery has been uneven, leaving some consumers able to continue spending to grow their relationship with brands while other households have not been as fortunate. Simply put, some consumers are very financially durable  they are able to withstand the economic pressures that we've seen during 2020  while other consumers have seen their spending power dry up. Fueled by superior data, technology, and analytical expertise, marketers can identify consumers in these different groups to enable appropriate, meaningful interactions across these different customer lifecycles — driving acquisition, increased engagement and loyalty, ultimately improving marketing ROI.

In this session, we’ll explore:

  • Understanding consumer intent alone is not sufficient to drive ROI
  • The economic components of a consumer's financial durability
  • How COVID has affected consumer durability
  • A sneak peak on consumer wealth after the COVID Crash

Ian Wright, Chief Data Officer, Equifax

II. Cracking the Measurement Code for TV and Digital Media Investments (11:50 AM - 12:30 PM)

Earlier this year Georgia-Pacific underwent a successful pilot to measure the effectiveness of its digital and television advertising for four leading brands: Quilted Northern, Angel Soft, Dixie, and Sparkle. Its purpose was to measure and fundamentally improve media buying and selling across all marketing channels, including in-store, digital, mobile, over-the-top (OTT) and linear TV.

Its partners: Catalina, the leader in shopper intelligence and personalized digital media for CPG brands and retailers, and Samba TV, the leading provider of global TV data and audience analytics. Their combined toolbox provides a window into tens of millions of households and billions of data points, giving Georgia-Pacific a near real-time look into viewership of their ads, when those ads are viewed across multiple screens, and subsequently triggering product sales. As the video marketplace migrates from being upfront-centric to more short-term scatter-centric, with more fluidity between TV and OTT, having real-time measurement for optimization is mandatory for maximizing ROI.

In this session, you’ll find out:

  • How to use fully anonymized, single-source Measurement Solutions with a 1:1 deterministic match between TV exposure and in-store purchase to drive sales.
  • How metrics at the product level can provide details on reach, frequency, conversions, and more.
  • How to dig up insights into which ads and placements best drive purchase.
  • How to radically modernize cross-channel media measurement and marry it to proven analytics strategies in the CPG domain.

Kenita Johnson, Senior Manager, Marketing Analytics, Georgia-Pacific 
Wes Chaar, Ph.D., Chief Data & Analytics Officer, Catalina



This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in marketing analytics. Get guidance for your pain points. Share your thoughts on trends and hot topics in ML, AI, and more! This is a great opportunity to learn from your peers.

Devyani Sadh, Ph.D., CEO & Chief Data Officer, Data Square