2016 ANA Masters of Measurement Conference Presented by Google

This event is over.

“What gets measured is what gets done" is an old business maxim that's as relevant today as it has ever been.  Plain and simple, better measurement can help marketers make better business decisions and, as a result, add billions of dollars to the bottom lines of the marketing ecosystem. This ANA conference focused exclusively on measurement — the “Masters of Measurement” Conference — will provide attendees with practical ideas to improve marketing decision making through measurement.
The hashtag for this conference is #ANAMetrics.

Hosts:

Gayle Fuguitt
CEO and President
Advertising Research Foundation
ANA Research & Measurement Committee Co-Chair
Greg Pharo
Director of Marketing Analysis and Research
AT&T Mobility
ANA Research & Measurement Committee Co-Chair

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Agenda

TIME EVENT DETAILS LOCATION
Wednesday, September 14, 2016
3:00pm Registration Opens

Registration Foyer
4:00pm Preconference

OPENING THE PROGRAMMATIC BLACK BOX FOR BETTER MEASUREMENT, OPTIMIZATION AND INSIGHT

As programmatic advertising goes mainstream across display, video and mobile it can no longer be managed as an isolated experiment. In this session, Wayfair and AppNexus will explore the growing role of data science in improving advertising viewability, measurability and accountability, and it’s potential for forging the transformation in consumer perception. 

Michele Weber
Senior Vice President, Marketing AppNexus
Matt Herman
Associate Director, Marketing Wayfair
Ritz Carlton Ballroom
6:00pm Reception  

Vanderbilt Loggia and Courtyard
7:00pm Dinner  

Vanderbilt I
Thursday, September 15, 2016
7:30am Breakfast  

Vanderbilt I
8:30am General Session

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Ritz Carlton Ballroom

BUILDING A DATA-DRIVEN GOVERNMENT

In late 2015, the U.S. Department of Commerce not only launched the Commerce Data Service, a data-focused startup within the office of the secretary, but also appointed Jeff Chen as their first ever Chief Data Scientist. Jeff’s mission is to help supercharge the U.S. Department of Commerce’s data projects to fundamentally change the way people and businesses interact with the department and its bureaus using the power of data science.  In this session, discover how the U.S. Department of Commerce is incorporating experimental data science and product development in support of the Commerce Data Service's strategic goals.

Jeff Chen
Chief Data Scientist U.S. Department of Commerce
Ritz Carlton Ballroom

THE ROLE IN DATA TURNING AROUND BEST BUY

Several years ago Best Buy faced strong headwinds from competitive pressures coupled with massive changes in consumer buying behavior of consumer technology. Much has been told about the role of improving service and reducing costs in changing the trajectory of Best Buy. A third component also played a critical role - using data to fundamentally change how the Best Buy goes to market. In this session, Greg Revelle, Chief Marketing Officer of Best Buy will share the story of how his company’s marketing organization transformed from an emphasis on intuition toward one of automated data-driven communications and will discuss the key components of this transformation.

Greg Revelle
Chief Marketing Officer Best Buy
Ritz Carlton Ballroom
10:30am Networking Coffee Break  

Ritz Carlton Foyer
11:00am

BUILDING BRANDS THROUGH DATA-DRIVEN ENGAGEMENT

Given the rapidly increasing fragmentation of media, engaging consumers in new and meaningful ways is more important than ever for marketers.  With the advancement of data driven technology and tools, marketers like Colgate are given unique opportunities to reach and engage consumers with greater relevancy.  These opportunities also bring a new set of challenges that require marketers to work differently.  In this session, discover these opportunities and challenges and learn how Colgate is approaching data driven engagement to build their brands. 

Mindel Klein Lepore
Worldwide Director, Global Digital Marketing Colgate Palmolive
Ritz Carlton Ballroom
11:40am

UNLEASHING THE ART OF NEW MARKETING BY HARNESSING THE SCIENCE OF PREDICTIVE MEASUREMENT/ANALYTICS

As Vice President of Strategic Insights at Frito-Lay, Pam Forbus transformed her insights team into a center of excellence by creating industry-leading capabilities in analytics that improved decision-making and drove growth, quarter-to-quarter and year-to year. Working with MASB, the Marketing Accountability Standards Board, she continues to lead the agenda to improve marketing measurement, analytics and process management for improved financial return. Recently promoted to PepsiCo’s Senior Vice President of Global Insights, Pam will share her thoughts on the future of the insights industry and barriers and enablers to successfully implementing analytics-based decision making.

Pam Forbus
Senior Vice President, PepsiCo Global Insights PepsiCo
Ritz Carlton Ballroom
12:30pm Lunch  

RETHINKING SURVEYS FOR THE DIGITAL AGE: HOW TO USE SURVEYS FOR INSIGHTS AND AD EFFECTIVENESS

Google Consumer Surveys is being utilized by brand marketers of all shapes and sizes. This usage ranges from general consumer insights to brand building to evaluating media effectiveness. During this lunchtime session, Google and Mondelez International will discuss some of the ways that new survey technology can help make strategic business decisions.

Mike Clarke
Head of Brand Management Google
Sheera Hopkins
Manager, Media and Content Mondelez International, Inc.
Vanderbilt I
1:30pm General Session cont.

Genius Award Finalists Announced

Ritz Carlton Ballroom

LOWE’S LEVERAGES TRENDS AND MARKETPLACE INSIGHTS TO BUILD THEIR BRAND

As Director of Trends and Marketplace Insights at Lowe’s, Tanya Franklin immerses herself in social, cultural, environmental, technological, and economic ideas to imagine what consumers might want many years ahead in the future. Her work allows Lowe’s to better anticipate consumer shifts and act on them in a way that gives the company a competitive advantage. In this session, hear Lowe’s approach to discovering future trends as well as examples of some of how Lowe’s has applied this work to current initiatives.

Tanya Franklin
Director, Trends & Marketplace Insights Lowe's Companies, Inc.
Ritz Carlton Ballroom

RETHINK MEASUREMENT FOR GROWTH

Marketers need to drive growth for their brands, but fixed mindsets will hold them back. Discover how today’s leading brands are rethinking measurement in order to capture mobile’s full opportunity to drive real growth for their brands.

Matt Lawson
Director of Ads Marketing Google
Ritz Carlton Ballroom
3:05pm Networking PM Coffee Break

Ritz Carlton Foyer
3:25pm General Session Cont.

CROSS-PLATFORM INNOVATION

Maintaining a cohesive, relevant marketing conversation with consumers can prove challenging given multiple-device types and siloed data. Learn how MetLife succeeded in overcoming these obstacles by strengthening internal technology and data partnerships and leveraging the latest cross-platform programmatic capabilities. The team will also share how they exceeded cost-per-lead targets by more than 60% through in-market retargeting on YouTube and cross-device attribution.

Hieu Tran
US Digital Analytics MetLife
Ritz Carlton Ballroom
6:00pm Reception  

Vanderbilt Loggia and Courtyard
Friday, September 16, 2016
7:30am Breakfast

Vanderbilt I
8:30am General Session

USING DATA TO DRIVE OFFLINE IMPACT

As the largest organization for young people and social change, DoSomething.org uses technology to activate its five million members around campaigns that tackle virtually every major issue - from the environment to hunger to voting.  DoSomething.org’s research shows that young people say they care about virtually every issue. But when it comes to actual involvement, the data tells a different story. How can businesses decode the differences between consumer interests versus consumer behaviors? What can we learn from the gap between statements and actions? In this session, discover how DoSomething.org leverages user interaction data, content tagging and game mechanics to drive the largest youth-led social change movement in the world.

Jeff Bladt
Chief Data Officer DoSomething.org
Ritz Carlton Ballroom

MEASURING SOCIAL MEDIA CAMPAIGNS WITH THE RIGHT MIX OF PEOPLE, PROCESS, TECHNOLOGY, AND DATA

There is a lot of money flowing into social media advertising, and for good reason: consumers are spending an increasing amount of time on these sites and it is an excellent way to reach them where they “live” with the right messaging.  In this session, FedEx will share the processes, data, people, and skills required to analyze social media campaigns and to understand impact on the business.  You will also learn the key metrics FedEx used to evaluate campaigns, their company’s best-practices in data collection and validation, and helpful tips to gain the right context around the story while building out an in-depth, insightful analysis with key findings and recommendations. 

Vaibhav Gardé
Marketing Principal, Digital Intelligence Team FedEx
Ritz Carlton Ballroom
10:00am Networking Coffee Break

Ritz Carlton Foyer
10:30am

HOW TO TIE CONTENT MARKETING TO REVENUE: A COTTON INC. CASE STUDY

The performance of owned media content can be measured in a myriad of ways. Social shares, leads, links, engagement, brand attachment and, even directly attributed sales for organizations that only market their brands through eCommerce.  However, what is the best way to approach this evaluation for brands that market through both online and offline channels? Can owned content be objectively tied and traced directly to ROI even when the brand simultaneous manages clicks and bricks? Moreover, is there a measurable difference in ROI with higher levels of brand attachment for the owned content?  In this session, discover a new objective measurement approach leveraged by Cotton Inc. to link owned content to demand and describe the ROI in terms of both revenue and brand attachment. This enables more appropriate marketing allocation and budget setting, as well as accurate message and content insights.

Kim Kitchings
Chief Marketing Officer Cotton Incorporated
Ritz Carlton Ballroom

TOTAL SOCIAL: HOW WORD OF MOUTH IS DRIVING GROWTH FOR AVON'S GLOBAL BUSINESS

Avon has built its business on the power of word of mouth. The advocacy generated by its 6 million sales representatives around the world represent a key asset of the firm, as do the 60 million customers and prospects they touch every year. Indeed, every brand has an enormous asset in the social value of the people who sell and recommend the brand. That’s why Avon has implemented a global measurement program to track both offline and online conversations and recommendations about the brand.  The company has committed to a “social marketing” strategy as part of its ambitious 3-year plan to “introduce a new generation of women to a brand we know they will love.”  It is using consumer research to provide KPIs that the CMO and senior leadership team use to inform its growth agenda and hold itself accountable.  Avon’s Global VP of Marketing Intelligence will share the brand’s story of why this became a key priority for the C-Suite, and the measurement system it has built as bridge between branding, digital marketing and social selling.

Dave Rodrigues
Vice President, Head of Global Insights & Marketing Intelligence Avon
Ritz Carlton Ballroom

BRAND INVESTMENT ROADMAP: HOW TO MAKE YOUR MARK

Gayle Fuguitt, CEO and President of the Advertising Research Foundation will be sharing the ARF’s most important research in over 30 years, How Advertising Works Today.  This body of work, based on analysis of over 5,000 campaigns across television, print, radio, digital (including mobile) representing $375B of ad spend in 100 categories and across 45 countries cracks the code of cross-platform advertising, establishing new ground truths around how advertising works.  This comprehensive study provides the C-Suite with a clear roadmap to confidently invest across platforms to drive growth and profitability.

Gayle Fuguitt
CEO and President Advertising Research Foundation
Ritz Carlton Ballroom
12:30pm Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. 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. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.