Data & Measurement

This event is over.


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

I. CHOBANI (10:00 – 10:45AM)
Chobani® LLC, America's No. 1 Greek Yogurt company partnered with the Nielsen Data Management Platform (Nielsen DMP) to leverage their rich purchase-based audience data, segmentation and AI-powered optimization capabilities. In this session, Eddie Revis, Senior Director, Marketing Communications will share how this partnership is giving Chobani the ability to reach the right audiences with relevant messages across different platforms to drive incremental retail sales and most importantly, optimize media spend

Speaker:
Eddie Revis, Senior Director, Marketing Communications – Chobani

NETWORKING BREAK

II. IMPROVING SPONSORSHIP ACCOUNTABILITY METRICS (11:00– 11:45AM)
Sponsorship has become an increasingly important component of the marketing communications mix, with growth outpacing traditional advertising. Yet measurement of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board (MASB) are partnering on a project to provide greater insight and guidance into sponsorship measurement. This session will share initial project findings, including results of a recent ANA member survey and insights for improved sponsorship measurement. Importantly, research conducted by MASB will be reviewed which illustrates the importance of Brand Preference, compared to other ROO measures, due to its relationship to market share, and its usefulness in building a bridge between Marketing and Finance.

Speakers:
Tony Pace, President & CEO, MASB, and Principal, Cerebral Graffiti
Karen Ebben, Director and Project Team Leader, MASB, and Founder, Global Marketing Impact

LUNCH BREAK

III. PLAY MORE WITH MOBILE CREATIVITY (1:15-2:00PM)
Facebook’s Creative Research Team develops and defines new ways of testing mobile creative to understand everything from brand building to performance driving to funnel-breaking mobile creative strategies. Mila Fang, Creative Researcher at Facebook shares some of their perspectives on why creativity matters more in the age of mobile, what they learned about new formats like Stories and how marketers can better embrace mobile as a creative canvas to drive their business results.

Speakers:
Mila Fang, Creative Researcher - Facebook
Travis Tan
, Advertising Insight Marketing Strategist - Facebook

IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, ANA Data & Measurement Committee members will have an opportunity to network and discuss key issues in data, measurement and analytics.

Facilitator:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair