Committees | Events & Webinars | Analytics & Data Science | ANA

Analytics & Data Science

This event is over.

WELCOME & INTRODUCTIONS (11:30am-11:45am) 
Tina Jordan, Senior Director, ANA

I. Connecting the Dots: High Value Data Science Actions and Offline Sales (11:45am - 12:30pm)

As a leading CPG company across both consumer product and health care verticals, Johnson & Johnson will present some of their optimal data science centric processes that have allowed them to better understand the value of a site visit and find the high value activities on-site that correlate to offline sales.

Mohamed Elkordy, Associate Director, Digital Analytics, Johnson & Johnson 
Daniel Mengisteab, Senior Data Scientist, Johnson & Johnson


II. The Seven Functional Building Blocks of Great Marketing Analytics Teams (12:30pm - 1:15pm)

While marketing analytics as a discipline has grown exponentially over the last decade—with hundreds of billions of dollars spent on technology, data assets, and talent—it still struggles to provide value in many organizations. Furthermore, with a recession likely in 2023, Gartner predicts budgets are likely to be cut for teams that can’t show concrete value. We discuss seven functional capabilities of great analytic teams and review best practices within each: Source Systems, Data Pipelines, Analytical Data Storage, Data Science, Business Intelligence, Organization and Workflow, and Team Skills.

Andy Hasselwander, Chief Analytics Officer, MarketBridge


III. Strengthening Feedback and Measurement Architecture for the Modern Marketer (1:15pm - 2:00pm)
Digital marketing once held the promise of perfect attribution: a single dashboard that accounted for each impression and tied all investment to incremental revenue in real time.  With cookie deprecation and ATT, we seem very far from that vision.  Yet, this might be a good thing for marketing.  What’s required was never the perfect measurement dashboard but a decision-making framework that aligns key stakeholders and is supported by the right set of analytic signals. In this session, Alex will share work that was done for BCG clients on operationalizing a modern measurement architecture.  

Alex Barocas, Partner & Associate Director, Personalization & Digital Marketing, Boston Consulting Group 


Wrap up and Adjourn (2:00pm)