Measurement Day - Outcomes & Impact Conference

WELCOME & HOUSEKEEPING

Nathalie Bordes

EVP, Measurement for Marketers ANA

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

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

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

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

BREAK

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

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

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

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

CLOSING REMARKS

Nathalie Bordes

EVP, Measurement for Marketers ANA