B2B Data Excellence
This event is over.
ANA'S B2B DATA EXCELLENCE COMMITTEE MEETING
February 2, 2026 from 1:00PM ET – 2:30 PM ET (Virtual Only)
WELCOME (1:00 pm - 1:10 pm ET)
Jeni Neiswonger, Vice President Data Excellence & Privacy, ANA
Sonia David, Vice President, Business Marketing Practice, ANA
INTRODUCTIONS
Attendees introduce themselves and share why they are interested in this committee. (1:10pm - 1:20pm ET)
PEER CASE STUDY: GOOGLE (1:20 pm – 1:50 pm ET)
Beyond Static Segmentation: Using Analytics to Drive Audience Activation
Jiaxi Zhu, Head of Analytics at Google, brings a practitioner’s perspective to one of the most persistent challenges in modern marketing: turning audience segmentation into real-world activation and growth. Working at enterprise scale, he helps organizations move beyond static segmentation toward analytics-driven approaches that inform prioritization, buying-group strategy, and decision-making.
In this session, Zhu will share practical examples that illustrate where traditional segmentation models break down across maturity levels—and how predictive and prescriptive analytics can help close the gap between insight and action. Attendees will leave with clear frameworks and applied guidance they can use immediately.
PEER CASE STUDY DISCUSSION (1:50 pm - 2:20 pm ET)
An interactive discussion and live Q&A, giving members the opportunity to engage directly, pressure-test ideas, and exchange perspectives with peers.
Moderators:
Michele Eggers, Vice President, Marketing Shared Services, SAS
Anthony Toguchi, Formerly Vanguard
V. CLOSING ROUNDTABLE & REMARKS (2:20 pm - 2:30 pm ET)
Jeni Neiswonger, Vice President Data Excellence & Privacy, ANA
Sonia David, Vice President, Business Marketing Practice, ANA