Analytics & Data Science

WELCOME & INTRODUCTIONS (11:00 AM)

I. Future-Proofing Your Brand: Scenario Planning for Success (11:10 AM -11:50AM)

This year has marked a shift for many brands from a focus on short-term survival to long-term, sustained growth. Amidst continued disruption and ongoing data deprecation, succeeding in that shift can be a challenge. Business leaders need the right tools in their strategic toolkit, and that starts with a holistic view of measurement to understand what is working, why, and how.

In this session, let's take a deeper dive into how to:

• Build a holistic measurement program and scenario plan to anticipate multiple potential outcomes
• Uncover areas of opportunity and optimize for growth

Speaker:
Mark Wilson, Associate Vice President, Analytic Partners

II. Creating AI-Driven Member Benefits to Enhance Member Experience (11:50 AM -12:30 PM)

Learn how Consumer Reports created its first AI-driven member benefit to boost member experience. Using  bespoke Virtual Assistant, CR paid members can enter their personal preferences & must-haves in plain natural language and instantly see the best models that fit their needs. This feature streamlines the search and reduces the burden on our Customer Care department. Consumer Reports executives will join and lead an interactive discussion on opportunities for organizations to leverage ML & AI techniques more broadly.

Speakers:
Amit Bhan, Director, Strategic Intelligence, Consumer Reports
Michelle Leonard, Associate Director, Consumer Reports
James Diotte, Data Scientist & Machine Learning Specialist, Consumer Reports

III. Member Roundtable & Challenge Discussion - Advanced Analytics Applications Defined… and Redefined (12:30 PM -1:00 PM)

In this facilitated roundtable discussion, committee members are encouraged to bring their thoughts on marketing applications where they have utilized advanced analytics, and ways in which success is measured in the following areas:

1. Customer and audience segmentation
2. New customer acquisition
3. Lead scoring or customer scoring
4. Media and Ad spend
5. Personalizing customer experiences
   
   

We also hope to address questions such as:

• Are there successful analytics techniques, tech or otherwise, where some are finding success which flow strategic frameworks to operational ones without high degrees of dilution?
• How do you structure your organization to address these issues, i.e. federated versus distributed analytics teams?
• How do companies leverage measurement systems from simple attribution methods, when they have robust inferential causality models available with the skill-sets to make them even more accurate and insightful?
• How does one progress from identifying an ideal acquisition target of a particular product, and translate it to a strong, and actionable ROI vs. simple demo-targeting?
• How do companies operationalize and validate consumer research insights received from advertisers and service providers?

Discussion Facilitators:
Devyani Sadh, Ph.D. CEO, Data Square
Leo Kluger, Principal Data Scientist, IBM
Matt Ryan, Sr. Director, Donor Experience & Quality Operations, ALSAC/St. Jude’s Children’s Research Hospital
John Eckhart, Head of Marketing Science Americas, SNAP