Analytics, Data Science & Measurement Committees Open House

Due to capacity, registration is now closed. 

The ANA Analytics & Data Science Committee and the ANA Measurement Committee are excited to combine for an in-person event in New York City on June 20, 2023. This live, open house event hosted by SXM Media features a full slate of speakers and networking opportunities. Don’t miss out on the opportunity to connect face-to-face with your peers and engage in rich discussion on relevant topics. RSVP today for this one-of-a-kind event! Please bring a valid copy of your photo ID for check-in.

ANA COMMITTEES OPEN HOUSE AGENDA
June 20, 2023  |  9:30AM – 4:30PM ET

I. REGISTRATION & BREAKFAST (9:30 – 10:00 AM ET)

II. WELCOME & INTRODUCTIONS (10:00 – 10:30 AM)

III. WHY DATA QUALITY AND IDENTITY MATTER – SORT THE GOOD FROM THE BAD (10:30 – 11:10 AM ET)
The growth of first-party data sets, identity information, and supplementary third-party data as key measurement assets is quickly becoming a keystone method for advertisers to improve their customer relationships and ultimately growth. However, in seeking to use this data there are possible hidden challenges and biases, some of which can cost you. Ron Pinelli from the Media Rating Council (MRC) will help explain best practices for using these sources as well as aspects of non-sampling error and bias you should be considering.

 

Speaker:
Ron Pinelli, SVP, Digital Research & Standards, Media Rating Council (MRC)

IV. PRECISION VS. ACCURACY IN DATA SCIENCE AND MEASUREMENT: AN OPEN DEBATE ON OPTIMIZING MARKETING DOLLARS (11:10 – 11:50 AM ET)
Why do Marketing Professionals Rely on Precise & Accurate Data? To drive optimal results, do we need one or both? We will explore the difference between precision and accuracy and their importance in data-driven decision-making. The debate will explore prioritization methods, highlight the potential trade-offs between the two, and the conditions under which it makes sense to strive for one or the other, if not both. We will also look at the varying impact of these decisions across verticals, sectors, and business objectives. 

Executive-level marketing and data professionals have a lot riding on the results of their strategy -- which needs to be grounded in accurate and reproducible results. This interactive session aims to provide valuable insights into how precision and accuracy can be used to drive success in marketing and to facilitate a lively and informative debate on this important topic. Walk away with a few frameworks and ideas to bring back to your organization to evolve the data science and measurement practice in your organization. 

  

Speakers:
Dr. Devyani Sadh, CEO, Data Square
Ceci Dones, Head of Data Science, Moët Hennessy

V. MONDELĒZ AND THEIR CONSUMER DATA JOURNEY (11:50 AM – 12:30 PM ET)
Mondelēz knows that it takes a lot of resources to analyze data and gleam insights for each audience segment for one of the country’s most beloved brands with a broad audience, yes, like Oreo. The creation of customer-centric experiences provides insights into consumer behavioral shifts in the marketplace, complemented by results gleamed by the State of Snacking ™ Report, a research platform identifying consumer trends on how consumers make snacking decisions, despite current economic challenges. A broad picture of market intelligence is required to work with huge amounts of data, this happening while the organization is also at watershed stage leveraging first party data in particular, and how to optimize such data at scale while growing brand awareness. Mondelēz will share its consumer data journey and address all these touch points, both the successes and challenges, in this featured case study.

Speaker:
Michael Lampert, Global Director, Marketing Data Strategy & Consumer Engagement, Mondelēz


VI. NETWORKING LUNCH (12:30 – 1:30 PM ET)
Join the ANA, Resonate, & SXM Media for complimentary lunch and networking with your colleagues.

VII. LEARN HOW TO LEVERAGE AI TO GROW AND RETAIN MORE EFFECTIVELY (1:30 – 2:05 PM ET)
AI-powered data has the potential to revolutionize the brand marketing industry. But how are leading brand marketers and data experts across industries leveraging AI to fill in the gaps of their consumer understanding and build more effective and efficient campaigns. 

AI is accelerating marketing transformation and enabling brands to understand the whole human of today and predict what they will want tomorrow for faster action, stronger 1:1 relationships and higher performance across the organization.

In this session you will learn:

• What you should look for when enriching your first-party data to create a better understanding of your customers at the individual level
• How to create one-size-fits-one messaging to enhance and grow loyalty and revenue at every step of the customer lifecycle
• Why AI is trending and how you can capitalize on this movement to build more efficient strategies to grow and retain more effectively than ever

Speaker: 
Ericka Podesta McCoy, Chief Marketing Officer, Resonate

VIII. FROM NUMBERS TO ACTION: A DATA-DRIVEN APPROACH TO CSAT PROGRAM OPTIMIZATION (2:05 – 2:40 PM ET)
In today's competitive real estate landscape, consumer satisfaction is a key driver of business success. Leveraging the voice of the consumer is not only vital for understanding the major needs and pain points of those who use your experience, but is also necessary to make evidence-based decisions that shape long-term strategic vision. In this presentation, Laura and Jonathan will share their experience building a best-in-class CSAT program from the ground-up at Realtor.com. They discuss how they've been able to leverage user insights to guide decision-making, positively influence how the organization views research, and grow their seat at the table. Additionally, they will share their experience moving insights to action, as they work to "close-the-loop" on user feedback by integrating with cross-functional teams like Customer Care and CRM.

  

Speakers:
Laura Eddy, VP, Research & Insights, Realtor.com
Jonathan Marchetto, Senior Researcher, Realtor.com

X. SOUND STRATEGIES FOR RESONATING WITH DIVERSE AUDIENCES THROUGH AUDIO (2:40 – 3:15 PM ET)
As audio reaches unprecedented levels of popularity, publishers and advertisers are increasingly reaching diverse audiences who are drawn to an endless range of content across audio formats. Testing and measurement are now table stakes for informing audio creative and messaging strategies that will best resonate with key audiences. In this thought-provoking session, Veritonic and SXM Media will showcase thought leadership work as well as brand-specific cultural and in-language creative tests that have driven effective advertising campaigns.

Speakers:
Melissa Paris, VP, Sales Research, SXM Media
Amanda DiMarco, VP, Client Success, Veritonic

XI. CLOSING REMARKS (3:15 – 3:30 PM ET)


XII. RECEPTION (3:30 – 4:30 PM ET)
Join the ANA, fellow marketing leaders, and our event speakers for a reception featuring complimentary drinks!