Analytics & Data Science

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I. Pandora: Measuring the Long and Short Run Impact of Brand Investments (11:10 AM -11:50AM)

Many CMOs struggle to justify upper funnel advertising, as brand health is difficult to link with direct response performance. In this session, MarketBridge Chief Analytics Officer, Andy Hasselwander, and Pandora Vice President of Marketing Planning, Analytics, and Operations, Myron Wood, discuss proven, detailed methods for measuring both short- and long-term brand impacts on revenue growth, as well as approaches to integrate these methods into more traditional, linear marketing measurement tactics.

Listen in and learn how to:

  • Leverage attitudinal and behavioral time series data to support optimization across upper funnel
  • Put brand, mid funnel and demand gen metrics on a level playing field
  • Understand the “halo effect” of brand investment
  • Measure the stickiness of upper-funnel investments over time

Andy Hasselwander, Chief Analytics Officer, MarketBridge
Myron Wood, Vice President of Marketing Planning, Analytics, and Operations, Pandora

II. Avocados From Mexico: Super-sized Super Bowl 1st Party Data Use Case Study (11:50 AM -12:30 PM)

No matter your size or brand, it's all about leveraging data.
Avocados From Mexico has been a pioneer and an early adopter of data technology and analytics, keeping the sophistication of strategies at the level of multibillion-dollar companies. Currently, their CDP hosts 123 million users’ profiles and over 2 billion data points attached to those individual users. That represents the most robust First Party Data effort in the fresh produce industry. Ivonne Kinser will share how the mighty brand leverages the highest marketing platform, the Super Bowl, to launch an unprecedented data-driven effort that blends branding and performance tactics enriching its First Party data on both sides of the business.

Yvonne Kinser, Vice President Marketing & Innovation, Avocados From Mexico

III. Member Roundtable:   (12:30 PM -1:00 PM)

With topics ranging from organizational management, customer and audience segmentation, media and ad/spend, lead/customer scoring, personalizing customer experience, and the range of challenges surrounding them -- first and third-party data, test and learn, attribution enterprise adoption, walled gardens, etc. This is your time to engage with your fellow committee members in open discussion around evolving issues and current challenges in data analytics. We look forward to a very engaging discussion of pain points among colleagues. This is a great opportunity to learn from your peers.

This session will focus on Modeling techniques: Logistic Regression vs. XGBoost, etc. 

Do you build response models for direct mail and email marketing using logistic regression and or Gradient Boosting (XGBoost) models or other modeling programs? Consumer Reports shares their story for group discussion. How are they performing to create a more profitable selection.


Al Virgo, Director of Consumer Data Analytics, Consumer Reports
Devyani Sadh, Ph.D., CEO & Chief Data Officer, Data Square