Analytics & Data Science

Welcome & Introductions (11:00 AM)
Tina Jordan, Senior Director, ANA

I. A Full-Funnel Approach: Measuring the Entire Customer Journey (11:10 AM -11:50AM)

Today’s marketers only understand half of their customers’ journey. Even the savviest brands lack a holistic way to evaluate media’s impact on both online and offline KPIs. Hear how leading brands including an energy company are connecting consumers’ behavior across online and offline touchpoints to inform campaign optimizations and budget allocations. Key takeaways include:

• Best practices for measuring complex behaviors like buy-online-pick-up-in-store and order ahead
• The quantifiable benefits businesses can expect from utilizing omnichannel measurement
• How omnichannel measurement drives cost savings for advertisers

Speakers:
Oren Teich, SVP of Product, Foursquare
Matthew Smith, SVP, Universal McCann

II. Groundbreaking Outcomes, Data Quality & Attribution Standard (11:50 AM -12:30 PM)

Messages received, action taken, product sold, and ROI delivered. Sounds straight forward, but is it? What data sets are required? What are the desired outcomes between ad exposure, interaction with an ad, media coverage, environmental and economic factors, and modeling decisions? Learn the spectrum of metrics, data and decisions required for delivering groundbreaking Outcomes and Data Quality for your brands, including attribution and Multi-Touch Attribution (MTA), Market Mix Modeling (MMM) and experiments, as well as the underlying data quality associated with these methods.

Speakers:
George Ivie, CEO, Media Rating Council
Ron Pinelli, SVP Digital Research and Standards, Media Rating Council

III. Craft a Holistic Customer Journey (12:30 PM -1:10 PM)

Many marketers today are focused on customer experience and how they can provide relevant content along their customer's journey. Now with an increasing number of touchpoints, it's essential to demonstrate the value of each marketing channel. Join Neustar, a TransUnion company, to learn how to create a holistic marketing program that delivers meaningful impact for your customers and your organization.

Speaker: 
Keith Brady, Senior Director, Consulting Services, Neustar