Data & Measurement

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


I. ANHEUSER-BUSCH: HOW TO BETTER MEASURE BRAND PERFORMANCE TO BETTER PREDICT CHANGES IN SALES PERFORMANCE (10:00AM – 10:45AM)
In this session, Dimitrios Michailidis, Sr. Director, Marketing Insights and Jonny Silberman, Sr. Manager of Digital Innovation at Anheuser-Busch will share their approach to measure brand performance, in order to better explain past results and predict changes in sales performance through a combination of survey and non-survey data and automated analytics.

Speakers:
Dimitrios Michailidis, Sr. Director, Marketing Insights – Anheuser-Busch
Jonny Silberman, Sr. Manager of Digital Innovation – Anheuser-Busch


II. CITIBANK: BALANCING MARKETING PERFORMANCE BETWEEN ALGORITHMS AND CUSTOMER EXPERIENCE (10:45 – 11:30AM)
In this session, David Landau, Head of Onsite and Email Marketing at Citi, will share how Citi teams partner to balance the art and science of targeted marketing. While Big Data can feel like a black box to marketers, user experience can seem like empty buzzwords to analysts. But any organization can reach a happy middle ground by taking simple steps to ensure that customers are always at the center of data-backed strategies --- from simple segmentation to predictive modeling to audience management.

Speaker:
David Landau, Head of Onsite and Email Marketing – Citibank


III. FACEBOOK: HOW TO PLAN, CREATE AND MEASURE IN MOBILE FIRST WORLD (11:45AM – 12:30PM)
The rise of mobile and video advertising is changing the way marketers operate, and some questions continue to confront marketers. How do I plan and buy media effectively across channels? How do I build differently for mobile feed environments? And how do I correctly and consistently measure that what I'm doing is driving real business results? In this session hear how Facebook's Marketing Science Research Team is addressing these questions head on to help marketers of all types better plan, create and measure in today's mobile first world.

Speaker:
Daniel Slotwiner, Director, Marketing Science Research - Facebook


LUNCH (12:30 – 1:15PM)


IV. AIG: HOW TO CULTIVATE SUPPORT FOR THE CREATION OF A COMMUNITY ECOSYSTEM IN A COMPLEX & COST-SENSITIVE ORGANIZATION (1:15 – 2:00PM)
Face it – organizations expect market research teams to be smart, agile and at times even fortunetellers in order to make informed business decisions. In this session, Christina Nathanson, Global Director, Market Research at AIG will share her experiences and tips on how, through big thinking and mindfulness, they cultivated relationships and enlisted supporters to build a case to executive leadership for the adoption and expansion of a community ecosystem (from one to three) in a cost-sensitive, data hungry environment.

Speaker:
Christina Nathanson, Global Director, Market Research – AIG


V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
Join your fellow committee members for a lively discussion on the latest trends in data analytics, performance metrics, research measurement tools and any other topics of interest in the Data & Measurement realm.

Facilitators:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair
Claudine Waite, Director, Content Marketing, Committees & Conferences – ANA