Data & Measurement

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


I. COCA-COLA: MAXIMIZE AD PERFORMANCE: KEY ADVANCES IN ADVERTISING RESEARCH & ANALYTICS (10:00 – 11:00AM)
In this session, Greg Pharo of Coca-Cola's Global Marketing Science will present an overview of some of the latest cutting-edge techniques that leverage advanced analytics to improve advertising effectiveness. Topics will include:

• Practical Applications for Machine Learning: Make Copy testing More Effective and Cheaper
• Market Mix Modeling 2.0: Media Deep Dives and Multi-Touch Attribution
• How Should I Measure Digital Ad Quality? A Primer
• Dos and Don'ts for Measuring Social Media Paid Advertising.

Speaker:
Greg Pharo, Global Director, Media Analytics & Advertising Research– The Coca-Cola Company


NETWORKING BREAK


II. VISIT PHILADELPHIA®: READING BETWEEN THE LINES IN CONSUMER MARKET RESEARCH (11:15– 12:00PM)
Lauren Hansen-Flaschen, Director of Research at Visit Philadelphia, will share insights from research targeting the northeast U.S. traveler market and African-American and Latino travelers, with a keen focus on asking the right questions to better understand target market preferences and to parse out what travelers say is important versus what actually is most important when choosing a destination. She will also share examples of how the results shaped marketing campaigns to the different consumer groups.

Speaker:
Lauren Hansen-Flaschen, Director of Research- Visit Philadelphia


LUNCH BREAK (12:00 – 12:30PM)


III. COMCAST: BUILDING YOUR CUSTOMER COMMUNITY (12:30 – 1:15PM)
Ginny Too, Executive Director of Marketing, Strategy, and Planning at Comcast will share their story on building a customer community from 15k to 150k+ in seven years. She will also share examples of how customer community engagement and insights have driven immediate and long-term business decisions.

Speaker:
Ginny Too, Executive Director of Marketing, Strategy, and Planning- Comcast


IV. OATLY: HOW SWEDEN'S ORIGINAL OATMILK BRAND LEVERAGED DATA SCIENCE TO BREAK INTO THE U.S. MARKET (1:15 – 2:00PM)
Founded back in the 1990s based on Swedish food technology research, Oatly patented enzyme technology turns fiber rich oats into nutritional liquid food. In this session, Mike Messersmith, General Manager, U.S. at Oatly and Gilad Barash, Director of Analytics at Dstillery will share insights into how the company approached their brand launch in the U.S. market by extracting meaningful signals across brand web assets, using machine learning and data science, and analyzing visitation patterns to understand the Non-Dairy milk distinct subpopulations and how to target and engage them.

Speakers:
Mike Messersmith, General Manager, U.S. - Oatly
Gilad Barash, Director of Analytics- Dstillery


V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, ANA Data & Measurement Committee members will have an opportunity to network and discuss key issues in data, measurement and analytics.

Facilitator:
Greg Pharo, Director, Media Analytics – The Coca-Cola Company and ANA Data & Measurement Committee Chair