Analytics & Data Science


Start: Tuesday, December 8, 2020 at 11:00am

End: Tuesday, December 8, 2020 at 1:00pm


Via Webinar (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Attend via Webinar Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A
Will Not Attend Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual N/A Nonmember N/A


I. How Can Data Help to Create Insights for Better Marketing Decisions (11:10 AM -11:50AM)
Description to be added soon.

TBD,  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 
Marsha McGraw, SVP, U.S. Sales, 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.

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

Webinar information, if available, will be provided to registrants only.