Research & Measurement

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. HILTON: DRIVING CHANGE MANAGEMENT FOR MARKETING ROI (10:00– 11:00AM)
In this session, Deborah Heydel, Senior Director, Marketing Strategy & Performance - Hilton Worldwide will share Hilton's approach to collecting and analyzing marketing data to optimize by channel, region, brand and message and how they assess the right metrics to make creative and media decisions.

Speaker:
Deborah Heydel, Senior Director, Marketing Strategy & Performance – Hilton Worldwide


II. THE MESSINA GROUP: POLITICAL ANALYTICS CASE STUDY (11:15AM-12:00PM)
In this session, Seth Samuels, Senior Director of Data Science - The Messina Group, will discuss how political campaigns use individual data, audience analyses, and smart targeting to optimize their strategies, as well as how these techniques have been successfully applied to retail campaigns.

Speaker:
Seth Samuels, Senior Director of Data Science - The Messina Group


LUNCH (12:00 – 1:00PM)


III. A+E NETWORKS: MARKET RESEARCH CASE STUDY (1:00-1:45PM)
Marcela Tabares, SVP Ad Sales Strategic Insights - A+E Networks, will be sharing key insights from Lifetime's "State of Womanhood" study – a multi-modal anthropological study of what it means to be a woman today. Lifetime's research sheds light on how womanhood influences women's everyday lives (for better or for worse) and shares insights on how we, as marketers, can speak to these benefits and challenges. It also addresses very relevant insights on women's aspirations and their expectations for representation in media.

Speaker:
Marcela Tabares, SVP, Ad Sales Strategic Insights – A+E Networks


IV. HOW BRANDS ARE MANAGING FIRST PARTY DATA IN DIGITAL ADVERTISING (2:00-2:30PM)
There is so much buzz these days around the topic of data. ANA has launched this research to help members understand how brands are managing their first-party data for digital advertising. First-party data is data obtained from a direct contact, including online contact, with customers or consumers. Bill Duggan, EVP at ANA, will share the results of this ANA study.

Speaker:
Bill Duggan, Group Executive Vice President – ANA