2019 Data & Measurement Conference Presented by Google

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The importance of data, analytics and measurement within an organization cannot be understated. It is why we have witnessed the rise of data science teams, and heavy investments in building infrastructure to capture consumer data and to understand how to capitalize on it. In this increasingly competitive marketplace, marketers must find ways to satisfy demanding consumers by employing tools to help identify and predict their behavior and to measure and optimize marketing effectiveness. Leveraging data is invaluable to remain relevant and drive growth. 

 

Host:
Greg Pharo
Global Director, Media Analytics & Advertising Research
The Coca-Cola Company
ANA Data & Measurement Committee Chair


Agenda

TIME EVENT DETAILS LOCATION
Monday, September 9, 2019
2:00pm
- 8:00pm
Registration Open

Registration Foyer
3:00pm
- 5:45pm
Kickoff Sessions

Ritz Carlton Ballroom
3:00pm
- 3:40pm

ADVERTISING ATTRIBUTION @ TECHSTYLE: ZOOMING OUT, ZOOMING IN AND CONNECTING THE DOTS…

TechStyle Fashion Group is a global fashion and lifestyle company and the parent company to JustFab, FabKids, ShoeDazzle, SavageXFenty and Fabletics. As a multi-brand retailer that operates on a subscription model, TechStyle faced challenges with attribution.  With increasing concerns about consumer data privacy leading to decreased advertiser transparency, it has become more and more difficult to build a robust attribution model that assigns credit to all the channels that contribute to acquiring a new customer. Danielle Ragan, Director, Media Measurement and Analytics explains how they instead spend time digging deep into every individual channel, anchoring back to the total, to understand what strategies are driving performance.

Danielle Boeglin
Director, Media Operations and Strategy TechStyle Fashion Group
3:40pm
- 4:20pm

HOW ADDRESSABLE TV IS DRIVING BUSINESS OUTCOMES FOR BRANDS TODAY

Today, addressable advertising is driving meaningful and actionable results for marketers. Cadent addressable COO Jamie Power will explore how marketers can identify the right households, send messages only to those high-value audiences and later, measure each campaign’s impact against a chosen KPI, informing future campaign planning. Through standardized reporting and a transparent technology partner, marketers can understand every single part of what worked and what didn’t work with their addressable TV campaigns.

Jamie Power
COO Addressable & Head of Analytics Cadent
4:20pm
- 5:00pm

HOW TO REACH NEW WAVES OF CONSUMERS

There is no “one size fits all” when it comes to consumers being digitally savvy. What's consumers order of digital adoption? Which generations are more interactively driven? How do direct-to-consumer brands play a role in this process? Hulu’s Head of Ad Sales Research, Asaf Davidov, will take a dive into the consumer’s digital path and explore their attitudes and behaviors around ad experiences, formats and brand messaging.

Asaf Davidov
Head of Ad Sales Research Hulu
5:00pm
- 5:40pm

UNIFIED MEASUREMENT: WHAT YOU NEED TO KNOW TO STOP GUESSING AND GET GROWING

Unified measurement is a critical solution for top brands looking to stand out in today’s crowded marketplace. And yet, many marketers lack clarity about the value of unified measurement and how it can deliver significantly better business results. Join Marc Vermut and Kevin Wachholz  to get answers about the value of unified measurement, including what kinds of business questions it can answer and how it differs from separate marketing mix modeling (MMM) and multi-touch attribution (MTA) solutions. You’ll also get actionable insights and see powerful customer journey data. Don’t miss out on the opportunity to learn key details and differentiators about this crucial measurement game-changer.

Marc Vermut
Vice President, Advisory Services Neustar
Kevin Wachholz
Senior Manager, Marketing Analytics The Home Depot
6:30pm
- 7:30pm
Welcome Reception  

Ritz Carlton Ballroom
7:30pm
- 9:00pm
Dinner  

Connecting the dots between TV ad exposures and real business results

Join us to hear how Alphonso is helping brands like yours to understand the true impact of TV advertising by connecting the dots between TV ad exposures and real business results. We’ll explore which creatives, networks, shows and dayparts work best in driving traffic to your website, app or place of business; how your campaigns compare to the competition and how to optimize your marketing spend to maximize return on ad spend (ROAS) across TV, OTT and digital.

Raghu Kodige
Co-Founder & CPO Alphonso
Vanderbilt Ballroom
Tuesday, September 10, 2019
7:00am
- 6:30pm
Registration Open

Registration Foyer
7:30am
- 8:30am
Breakfast  

Momentum in Measurement Innovation

As the media marketplace becomes increasingly more complex, it’s more important than ever that audience and advertising measurement continue to innovate and evolve alongside consumer behavior. In this presentation, Carol Hinnant, EVP, National Networks at Comscore, will outline why successful measurement, both today and in the future, requires a cross-platform, audience-focused and future-flexible approach. 

Carol Hinnant
Executive Vice President, National Networks Comscore
Vanderbilt Ballroom
8:30am
- 5:00pm
General Sessions

Ritz Carlton Ballroom
8:30am
- 9:00am

OPENING REMARKS

Kristin Hall
Global Head of Brand Measurement, Global Customer and Agency Solutions Google Inc.
Bob Liodice
Chief Executive Officer ANA
Bill Tucker
Group Executive Vice President ANA
9:00am
- 9:10am

KICK-OFF REMARKS

Greg Pharo
Global Director, Media Analytics & Advertising Research The Coca-Cola Company; ANA Data & Measurement Committee Chair
9:10am
- 9:50am

BUILDING TRUST AND SPEED THROUGH IN-SOURCED MEASUREMENT SOLUTIONS

Do you rely mostly on third-party vendors for your marketing measurement solutions? What are you trading-off and when should you make the decision to in-source? In this session, Kim Burns, VP of Consumer Knowledge and Analytics at Georgia-Pacific Consumer Products, will share her experiences building in-house analytics and measurement capabilities, from creating a shared vision to building a team, all of which resulted in increased trust and speed in measurement outcomes.

Kim Burns
Vice President, Consumer Knowledge and Analytics Georgia-Pacific LLC
9:50am
- 10:30am

HOW COKE IS CONNECTING DIGITALLY WITH ITS OFFLINE CONSUMERS

In this session Faisal Zanjani, Sr. Global Director of Marketing & Strategy will share how Coca-Cola is finding consumers on-line in digitally non-native category.

Faisal Zanjani
Senior Global Director, Marketing and Strategy The Coca-Cola Company
View Presentation
10:30am
- 11:00am
Networking Coffee Break  

Ritz Carlton Ballroom Foyer
11:00am
- 5:00pm
General Session (con't.)

Ritz Carlton Ballroom
11:00am
- 11:40am

BUILDING A DATA LAKE WITHOUT DROWNING IN PROCESS

Marketing and IT often struggle to work well together.  There is a tangle of processes, differing cultures, motivations and desired outcomes.  Land O’Lakes realized the need for a data lake and knew it would be a big collaborative effort.  Bryan Shelstad, Director of IT, and Lauren Hougas, Director of Marketing Analytics will share their journey towards building a data lake- how they collaborated, where it didn’t work, and how they’re moving forward.

Lauren Hougas
Director, Marketing Analytics Land O'Lakes, Inc.
Bryan Shelstad
IT Director, Digital Architecture, Innovation and Development Land O'Lakes, Inc.
11:40am
- 12:20pm

THE MECHANICS OF BUILDING AN IN-HOUSE MARKETING TECHNOLOGY STACK AND ANALYTICS

In this session, discover how Dollar Shave Club, a leading direct to consumer razor subscription service provider, forged a CIO-CMO collaboration and built a strong MarTech stack to track and capture the details of every consumer interaction. Amber Hameed, Vice President of Information Systems shares what to look for in your platforms before you invest to get your analytics right and have a data philosophy with key metrics.

Amber Hameed
Vice President, Information Systems Dollar Shave Club
View Presentation
12:20pm
- 2:00pm
Lunch  

Vanderbilt Ballroom
2:00pm
- 5:00pm
General Session (con't.)

Ritz Carlton Ballroom
2:00pm
- 2:15pm

GENIUS AWARDS ANNOUNCEMENT

Alex LePage
Head, Product Marketing Neustar
2:15pm
- 2:55pm

ANA PRIVACY UPDATE

Privacy and data security are currently ANA’s number one government relations issue. There is an explosive level of activity in both of these areas at the federal and state levels. ANA is actively responding to all of these challenges and we will provide an update on the status of these issues and projection of likely further developments. We will also detail the efforts of the Privacy for America coalition, of which ANA is a founding member, that is dedicated to passing strong federal privacy and data security legislation that will protect consumers legitimate interests, provide a level playing field or marketing, and preempt inconsistent state privacy legislation.

Dan Jaffe
Group Executive Vice President, Government Relations ANA
View Presentation
2:55pm
- 3:20pm
Networking Coffee Break  

Ritz Carlton Ballroom Foyer
3:20pm
- 5:00pm
General Session (con't.)

Ritz Carlton Ballroom
3:20pm
- 4:00pm

GOOGLE & DISCOVER FINANCIAL SERVICES: MEASUREMENT FOR GROWTH

Growth and complexity require new approaches to measurement. In this session, Google will share a new framework for marketers to chart their own evolution and you will hear how Discover Financial Services leverages measurement to build a deeper understanding of its customers to drive business impact.

Karen Sauder
Vice President,Large Customer Solutions/Google Google
Andrew Hopkins
Senior Vice President, Head of Customer Acquisition Marketing Discover Card
4:00pm
- 4:40pm

PREDICTIVE MODELING TOOL DRIVES INCREASED SALES AT SCOTTSMIRACLE-GRO

ScottsMiracle-Gro an industry-leader in lawn, garden and outdoor living products, used a predictive weather modeling tool, HELIO, to deliver weather-driven demand sales forecasts. ScottsMiracle-Gro saw historic sales because they were able to drive consumer demand in areas with the greatest opportunity. In this session, John Sass, Vice President of Marketing at ScottsMiracle-Gro, will share how they leveraged Helio allowing their marketing teams to be sharper, nimbler and more efficient.

John Sass
Vice President, Marketing & Communications ScottsMiracle-Gro
4:40pm
- 5:00pm

THE MRC CROSS MEDIA STANDARD — COMPLETED, NOW MOVING TO IMPLEMENT

In this session George Ivie, the CEO and Executive Director of the MRC, will describe the newly issued cross media standards and the next steps to seek adoption and realize the benefits to advertisers and the marketplace.  Mr. Ivie will also discuss the ANA/MRC collaboration going forward with ANA Group EVP Bill Tucker.  These are critical topics for moving the advertiser measurement agenda forward.

George Ivie
CEO and Executive Chairman Media Ratings Council (MRC)
View Presentation
6:00pm
- 7:00pm
Reception  

Vanderbilt Courtyard
7:00pm Dinner on your own

Dinner on your own
Wednesday, September 11, 2019
7:00am
- 11:30am
Registration Open

Registration Foyer
7:30am
- 8:30am
Breakfast  

Brand Purpose Campaigns: Using Data as a Shield against the Twitterstorm

As more and more brands take a stand on social and political issues, the risk of negative responses on Social Media also increases. How can Marketers use data to prepare? Using examples of recent hits and misses, learn what factors can make or break a Brand Purpose campaign, and how to spot them in advance.

Pedr Howard
SVP, Creative Excellence Ipsos Connect
Vanderbilt Ballroom
8:30am
- 11:50am
General Sessions

Ritz Carlton Ballroom
8:30am
- 8:40am

OPENING REMARKS

8:40am
- 9:20am

GM: LEVERAGING DATA AND INSIGHTS TO DRIVE RESULTS

In this session, discover how the Chief Data & Analytics Office at General Motors is organized and hear how the team leverages data and insights to improve their core business and generate new value. You will also learn details of how GM is using data in new and interesting ways, keeping the customer at the center of everything they do.

Saejin Park
Director, Global Digital Transformation General Motors
9:20am
- 10:00am

PROVE IT. USING DATA SCIENCE AND ADVANCED ANALYTICS TO UNLOCK RAPID PROFITABLE GROWTH

Data science can often end up meaning everything and nothing depending on who you ask and where in your organization it sits. A lack of consensus and understanding on how best to harness the tools, technology, processes, and talent of a data science function can be frustrating and extremely costly. Get it right however, and the profitable growth opportunities can be sky high. Newcombe Clark, Global Director of AIG’s Rapid Learning Lab will show how AIG Travel got behind data science early and got it right. He’ll share best practices and case studies to demonstrate how a global brand of any industry and any size can do the same.

Newcombe Clark
Global Director, Rapid Learning Lab AIG
10:00am
- 10:30am
Networking Coffee Break  

Ritz Carlton Ballroom Foyer
10:30am
- 11:50am
General Session (con't.)

Ritz Carlton Ballroom
10:30am
- 11:10am

MCCORMICK'S ANALYTICS, MARKETING MIX AND IN-FLIGHT OPTIMIZATION PROGRAM EVOLUTION

In this session, Ramesh Moorthy, Director, NA Business Analytics, Consumer and Market Insight and  Giovanna DiLegge, Senior Marketing Manager, Marketing Strategy and Communications will discuss McCormick’s foundational work in this space as a smaller company trying to navigate the most efficient use of resources, and progress in accelerating ROI application and improvement. They will also overview McCormick’s initial work with DMPs and In Flight Optimization Capabilities, as well as their evolution to Unified Marketing Management.

Ramesh Moorthy
Director, NA Consumer Business Analytics, Consumer and Market Insight McCormick & Company Inc.
Giovanna DiLegge
Senior Marketing Manager, Marketing Strategy and Communications McCormick & Company Inc.
View Presentation
11:10am
- 11:50am

FROM INSIGHTS TO MARKETING IN A NON-PROFIT ENVIRONMENT

Learn how insights have shaped American Cancer Society’s brand marketing strategy and streamlined its marketing communication. Take notes on how data-driven marketing leveraging consumer research and donor analytics improved brand health and increased donations.

Seda Pazarbasi
Vice President, Insights & Analytics American Cancer Society, Inc.
View Presentation
11:50am Conference Ends


Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50 percent refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
  • No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
  • No refund will be granted for "no shows."
  • Corporate packages are not eligible for cancellation or refunds.
  • 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration.
  • Hotel room cancellations and changes must be made directly with the hotel. 

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.