Data & Measurement
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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)
I. USING MACHINE LEARNING TO DEVELOP CONSUMER SEGMENTATION (10:00– 11:00AM)
In this session Faisal Zanjani, Sr. Global Director of Marketing & Strategy will share how Coca-Cola is using machine learning to develop consumer segmentation.
Speaker:
Faisal Zanjani, Sr. Global Director of Marketing & Strategy – Coca-Cola Company
II. HOW PTC LEVERAGES DATA & ANALYTICS TO DRIVE GROWTH (11:00 – 12:00PM)
PTC was a finalist in the 2018 Neustar Genius awards for outstanding achievement in business growth driven by the specific and demonstrable impact of marketing data and analytics. In this session, Saima Rashid and Patrick Mingle will present their Genius awards story in more detail, focusing how they created a data-driven culture through real-time performance visibility, analytics and insight.
Speakers:
Saima Rashid, Director, Marketing Analytics - PTC
Patrick Mingle, Marketing Operations Senior Specialist - PTC
LUNCH BREAK (12:00 – 1:00PM)
III. TOURISM RESEARCH + ADVERTISING: ADAPTING OUR AD TARGETING TO MATCH VISITOR PROFILES AND SAVE MONEY (1:00 – 2:00PM)
In this session, Lauren Hansen-Flaschen, Research Director and Toby McIntosh, Director of Advertising at Visit Philly will discuss the impact of industry research on advertising creative and targeting. They will provide key takeaways and adjustments that have allowed them to become more targeted with their media, while remaining agile enough to adapt to the changing market.
Speakers:
Lauren Hansen-Flaschen, Research Director - Visit Philly
Toby McIntosh, Director of Advertising - Visit Philly
IV. 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. Feel free to submit in advance via email to cwaite@ana.net and we will use your suggestions to guide the conversation.
Facilitator:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair