Analytics & Data Science

Registration and Networking (10:00 -10:30AM ET)
Tina Jordan, Senior Director, Association of National Advertisers

Introductions & Member Roundtable (10:30 - 11:00AM)

I. Proof of Lift: How Rapid RCT Pre-Testing is Redefining Creative Performance (11:00 - 11:40 AM)

As the number one driver of campaign success, understanding the impact of creative (and message choices within it) has always been a core need for marketers. Traditionally, this has been slow and difficult, requiring carefully managed post-campaign brand lift studies. As such, campaigns typically go ahead without much direct evidence of the potential lift they can cause. Recent advances in technology, however, are now delivering marketers quick-turn insights that prove lift from creative in controlled test environments.

 In this session, you we'll cover:

• · How major marketers are deploying rapid digital RCT pre-testing
• · How performance measurement of brand campaigns is now quantifiable as easily as bottom-of-the-funnel direct response campaigns
• · How RCT experiment metrics are defined to reflect the mid- and upper-funnel business goals of consumer brands
• · The role analytics and measurement centers of excellence are playing in rolling out these capabilities

James Slezak, CEO/Co-Founder, Swayable

II. 3 Ways Marketers Can Reduce ‘AI Anxiety’ and Develop an Effective Approach (11:40AM - 12:10PM)

The potential business benefits of AI are indisputable. If applied effectively, these game-changing technologies can begin to drive value through the optimization of marketing efforts across acquisition, retention, and growth. However, marketing leaders already facing strong economic pressures need help navigating the hype and understanding how, and which generative and cognitive models can improve outcomes. In this session, you will learn how analytics experts can help brands think big while starting small and identify the right places to start so they can stay focused on what truly impacts business success.  

Mara Kelly, VP, Analytics Industry Strategist – Emerging Markets, Acxiom

III. Luncheon and Networking (12:10 - 12:40PM)

IV. Incremental Buy-In to A/B Testing: Leading Your Organization’s Test & Learn Data Strategy (12:40 - 1:10PM)

Investing in a A/B testing platform just isn’t enough. To build a truly productive, efficient testing roadmap you need to generate buy-in from the leaders of the organization and they can have many excuses not to A/B test which can hinder and slow down the output of effective insights. TJ Sizemore will discuss leading athletic footwear retailer ASICS’ approach to this problem and how a new company KPI was created, further amplifying the value of A/B testing as an organizational strategy.

TJ Sizemore, Director, Global Analytics, ASICS Digital

VI. Is It Time For You To Come Clean? Deloitte Digital’s Latest Findings On The Adoption Of Data Clean Rooms (1:10 - 1:50PM)

While only one in three companies are using clean rooms today, nine out of ten leaders surveyed by Deloitte Digital expect clean room use to increase in the year ahead. In this session, Kelly Leger, Managing Director at Deloitte Digital, will share key findings from the firm’s latest research into the rise of data clean room use and interest across industries. Learn about data clean rooms and the factors propelling their need, the common challenges in the journey to adoption, the significant business results it drives, and more.

Kelly Leger, Managing Director, Deloitte Consulting LLP

VII. Closing Remarks (1:50 - 2:00PM)