Analytics & Data Science

Due to increasing concerns about the spread of the coronavirus (COVID-19), and in the interest of public health and safety, the ANA will hold our regularly scheduled committee meetings via webinar only, until further notice. This enables you to avoid travel and still take advantage of the benefits that these meetings provide. Your health is a number one priority for us. If you have any questions, please contact Tina Jordan at tjordan@ana.net.

INTRODUCTIONS (11:00 – 11:15AM)

I. The Future of Measurement in a Cookieless World  (11:15 -11:50AM)

It’s more important than ever for brand marketers to execute marketing strategies that can weather profound business and industry change—consumer privacy concerns, new regulations and global economic uncertainty. Marketers are wondering: How will short-term media optimization and marketing personalization work without reliance on a third-party cookies? Can I measure marketing across platforms like Facebook alongside the rest of my multichannel media? What advantages can I expect from identity-centric marketing measurement? Please join Marc Vermut, Vice President, Marketing Solutions at Neustar, for insights on the tools that are available and the outcomes you should expect when building a sustainable, privacy-friendly measurement strategy.

You’ll find out:

• How to build measurement models that account for new data restrictions, regulations and trends
• How to measure and optimize your marketing investment across key channels and audiences

Speaker:
Marc Vermut, Vice President, Marketing Solutions, Neustar

II. Transforming your Data Science and Analytics Team into Storytellers (11:50AM -12:30PM)

What talent are you chasing for your Data Science and Analytics teams to leapfrog competitors? The best data architects/modelers, or the best framers/storytellers? Or a combination? Companies are increasingly engaging in innovative corporate strategies and challenges that stand to greatly benefit from academic inquiry. Firm boundaries are constantly being reconsidered by both digitally native and more traditional companies alike. Machine learning, location intelligence and AI are influencing corporate data wrangling and analytics strategies in ways that are only partially understood. By no coincidence, there is an increasing number of corporate/academic alliances that provide scale and scope to address the need for better, data-driven decision making. Many companies have fundamentally shifted how academics and industry are fostering collaboration to streamline business value, talent pipelines and innovation. Key components shaping this trend are the need for unicorn talent integration into teams, selecting the correct rabbit holes/questions to answer, and fostering an adaptive business culture. Companies are recognizing that a handful of artful storytellers are the last puzzle piece needed to maximize the investment in DS unicorns, data lakes and terabytes of data.

Gain insight into how organizations are successfully utilizing academic partnerships to:

• Create collaborative data sharing and analytic inquiry approaches beyond technical infrastructure
• Leverage learning partnerships in talent investments
• Challenge corporate culture and status quo
• Influence IT capital investments and ROI

Speaker:  
Mary Purk, Director of Wharton Customer Analytics, The Wharton School at University of Pennsylvania

III. MEMBER ROUNDTABLE & CHALLENGES DISCUSSION (12:30-1:00PM)

Participate in a discussion of submitted challenges in marketing analytics. Get guidance on trends and hot topics in ML, AI, and more! This is a great opportunity to learn from your peers.

Facilitator:
Devyani Sadh, CEO, Data Square