Reconnecting with Academia

This event is over.


The Reconnecting with Academia committee convenes industry and academia together to discuss ways to bridge the gaps between these two massive ecosystems. The tie that binds industry and academia together is research, and we create a forum to share the latest thinking in the marketing and advertising industry. Typical attendees include marketers and agency leads who are passionate about working with professors, heads of data and analytics, heads of research, deans, professors, academic program directors, and career services.
 
 
I. MARKETING MIXED MODELING AND MULTI-TOUCH ATTRIBUTION – FINDING THE HOLY GRAIL (11:30am - 12:30pm)

With so many touchpoints, the consumer/brand journey is no longer linear. While marketing mixed models and multitouch attribution have evolved, many marketers are still looking to optimize their models to maximize their marketing investments. Tiffany Perkins-Munn, managing director and head of research, analytics, and data at BlackRock, will share some of the lessons she has learned working these issues.
 
Tiffany Perkins-Munn
Managing Director and Head of Research, Analytics, and Data
BlackRock
 
 
II. 360°-View of Data: Leveraging Insights and Analytics to Understand the Who, the What, and the Why (1:00-2:00pm)
 
To gain a full understanding of customers, marketers need to understand not only what customers do during transactions, but also their customer journeys, attributes, and motivation behind their actions. Mia Vallo, VP of Insights and Analytics at National Geographic Partners and Adjunct Professor at Georgetown University School of Continuing Studies, will share how leveraging both consumer insights and data analytics can give marketers a 360°-view of data to understand the who, the what, and the why behind customer engagements.
 
Mia Vallo
VP, Insights and Analytics
National Geographic Partners
 
III. WORKSHOP: BUILDING A MARKETING CASE STUDY LIBRARY FOR ACADEMIA (2:00 - 4:00pm)

In this workshop, we will review the findings of the ANA Educational Foundation study “Bridging the Data and Analytics Disconnect: Critical Thinking as the Pathway to Future Growth.” We will explore how industry and academia can work together to build a marketing and advertising case study library with data and analytics at the core of each lesson plan.