Data & Measurement

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

I. DATA STRATEGY TO POWER CUSTOMER CENTRIC EXPERIENCES. (10:00 – 10:45AM)
Data is the most powerful tool for the modern marketer, however how do we orchestrate technology, talent and breakdown silos to create data driven consumer centric experiences. This presentation will attempt to tackle some of these issues and share successful stories of these data projects through the lens of Equinox.

Speaker:
Yu Yang Pei, Senior Manager - Marketing Technology and Analytics - Equinox

II. REMOVING THE GUESSWORK: USING INNOVATIVE MARKET RESEARCH TO MEASURE CAMPAIGN SUCCESS (10:45 – 11:30AM)
In this session, learn how Ally Bank’s partnership with CivicScience in developing a next-generation approach to data integration and digital media measurement. And how learnings and insights garnered is being used for better audience targeting and messaging while also measuring campaign success.

Speakers:
Ashley Spring, Director, Research – Ally Financial
Casey Taylor, Vice President of Client Success – CivicScience

III. USING DATA TO DISRUPT THE COMPETITIVE LANDSCAPE IN NEW CATEGORIES  (11:30- 12:15PM)
As a medium-sized company in a hyper-competitive space, Otter Products uses every tool available to be effective. In this session, learn about how they blend data and insights from various sources to develop smarter and more strategic marketing and channel plans.

Speaker:
Ian Haygood, Digital Marketing Manager - Otter Products

LUNCH (12:15-1:15PM)

IV. BEING A CONSUMER-CENTRIC ORGANIZATION (1:15 – 2:00PM)
Michael Hurwitz, Marketing Insights Manager at dating app Hinge shares the advantages and challenges of having a deeply detailed consumer and user data and how they utilize their direct app-based connection with users to understand brand advertising attribution.

Speaker:
Michael Hurwitz, Marketing Insights Manager – Hinge

V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
This is your time! 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, Global Director, Media Analytics & Advertising Research – The Coca-Cola Company and ANA Data & Measurement Committee Chair