Measurement Day - Outcomes & Impact Conference

This event is over.

The ANA’s 2022 Outcomes & Impact Measurement Day will take you inside the measurement control center, highlighting the critical importance of outcome and impact measurement to all areas of business. Through real-world examples and case studies, industry experts will demonstrate that measurement is the decision driver empowering the organization.

Register today and learn how to proactively integrate impact and outcomes methodologies that drive business decisions and shape your brand, consumer, and business growth.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 15, 2022
11:00am
- 11:04am

WELCOME & HOUSEKEEPING

Nathalie Bordes
EVP, Measurement for Marketers ANA
11:04am
- 11:36am

LIVE SOCIAL COMMERCE: A 25-MINUTE BRAND EXPRESSION DRIVING LONG-TERM ROI

Live social commerce is a dynamic, entertaining new way of shopping that combines your brand, livestreaming and influencers to fuel an organic, paid and earned media ecosystem with a single activation. The discussion will focus on the data and insights that led Petco to be a leader in adopting this cutting-edge social innovation and how live social commerce activations can drive customer engagement, brand affinity and long-term meaningful results.

Sean Flanery
Director of Social Media Petco
Adam Gerber
Vice President, Social Media Horizon Media
11:36am
- 12:04pm

ARE YOU READY FOR WHAT'S NEXT?

When marketers activate augmented reality (AR) advertising in their media plans, they're often unsure how to assess the performance of this newer experience relative to more traditional media channels like television and online video. Heather O'Shea, Global Head of Ad Research and Insights at Snap Inc., and John Puhl, Global Vice President of Outcomes, will demonstrate how marketers can accurately capture the impact of AR as its own entity in MMM and share how AR can fit into a marketing strategy for brand building and sales effectiveness.

John Puhl
Global Vice President of Outcomes & ROI Programs Nielsen
Heather O'Shea
Head of Global Ad Research & Insights SNAP
View Video and Presentation
12:04pm
- 12:40pm

BUILDING A MEANINGFUL MEASUREMENT PLAN

Join CMO & SVP Danielle Vona, with Bloomin’ Brands, one of the world's largest casual dining companies with more than 1,450 restaurants as she details how Bloomin’ Brands consumes, analyzes, and activates on critical data points each day. In this session, learn how to effectively leverage the data in a way that brings meaningful, action-oriented business plans that engage the C-suite.  Joining Ms. Vona, will be Amanda Travaglini, Director of Performance Marketing who will provide practical actions for how to create end-to-end measurement plans that drive real business insights and provide clear direction, regardless if you’re drowning in data or wandering in a data desert. 

Danielle Vona
SVP and CMO Bloomin' Brands
Amanda Travaglini
Director, Performance Marketing Bloomin' Brands
View Event Recap and Related Materials
12:40pm
- 1:10pm

WHY BLINDLY MAXIMIZING ATTENTION IS RISKY & HOW BRANDS CAN TAKE A MORE SOPHISTICATED APPROACH

As attention metrics mature from a tactic to an integral component of the marketing stack, their nuances become increasingly important. In this presentation, Adelaide CEO Marc Guldimann will explore the practical applications of attention metrics, and one of the trickiest nuances: whether attention should be an input to value calculations or an optimization goal in media buying.

Marc Guldimann
Co-Founder & CEO Adelaide
View Video and Presentation
1:10pm
- 1:20pm

BREAK

1:20pm
- 1:56pm

THE MOLSON COORS MARKETING ATTRIBUTION SCIENCE HUB: A JOURNEY TO AGILE UNIFIED MEASUREMENT

There are more data inputs today that are available to us at a faster rate than ever before. As a result, when it comes to marketing measurement and optimization, Molson Coors set out to create a unified measurement solution designed to perform near real time reporting and analytics to meet the needs of a modern marketing organization. In this session, Brad Feinberg, Molson Coors, VP of Media and Consumer Engagement and Bill Cramblit, Molson Coors, Sr. Manager of Marketing Analytics and Optimization will discuss their journey to develop MASH – the Molson Coors Marketing Attribution Science Hub; designed to optimize our marketing in real time and make future enterprise marketing investment decisions.

Brad Feinberg
North America Vice President, Media & Consumer Engagement Molson Coors
Bill Cramblit
Sr. Manager of Marketing Analytics & Optimization Molson Coors
View Event Recap and Related Materials
1:56pm
- 2:27pm

A MEASURE OF SUCCESS: HOW MEASUREMENT DRIVES DECISIONS AND RESULTS

For advertisers, developing and launching an ad campaign is only half the journey. Accurately monitoring the results and measuring success is just as important. In this presentation, hear from Jorge Ruiz, Global Head of Marketing Science and Jon Schmucler, Global Head of Product Marketing, Measurement Solutions and learn how TikTok is helping brands make smarter advertising decisions with a full set of measurement tools made to drive full-funnel business impact. We'll review some of the latest research and discuss ad solutions such as Brand Lift and Media Mix Modeling.

Jorge Ruiz
Global Head of Marketing Science TikTok
Jon Schmucler
Global Head of Product Marketing, Measurement Solutions TikTok
View Video
2:27pm
- 3:11pm

HOW A MEASUREMENT-OBSESSED CULTURE PLACED AVOCADOS FROM MEXICO IN THE SUPER BOWL MARKETING HALL OF FAME

For almost a decade the small brand has launched some of the most successful Super Bowl omnichannel campaigns, and has developed its own Super Bowl measurement playbook to close the gap of the current insufficient and inconsistent measurement approaches of the industry. Ivonne Kinser will share the metrics that drive the marketing strategies of the produce brand in the highest marketing stage, and the reverse-engineering process that leads to their accomplishment.

Ivonne Kinser
VP, Marketing & Innovation Avocados From Mexico
View Event Recap and Related Materials
3:11pm
- 3:44pm

THE FUTURE OF MEASUREMENT IS MORE THAN MEETS THE EYE

Amid data deprecation, turbulent environments and a proliferation of channels, modern business leaders face seemingly insurmountable challenges when it comes to measuring outcomes. In this session, Analytic Partners SVP, Mike Menkes and Managing Director of Australia Paul Sinkinson will talk through the trends, innovations and holistic measurement strategies that can tackle industry complexities and take businesses into the future.

Mike Menkes
Sr Vice President Analytic Partners
Paul Sinkinson
Managing Director, Australia Analytic Partners
Rachel Peterson
Sr Director of Marketing Analytic Partners
View Video
3:44pm
- 3:50pm

CLOSING REMARKS

Nathalie Bordes
EVP, Measurement for Marketers ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.