2016 ANA Masters of Measurement Conference Presented by Google

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

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

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

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

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

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

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

Genius Award Finalists Announced

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.

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

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

U.S. Digital Analytics MetLife

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

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

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 e-commerce. 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 Inc.

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

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