Conference Agenda

This in-person, small-group session brings B2B marketers together for a focused and practical discussion on the data and analytics challenges shaping B2B growth today. Designed to balance open peer exchange with tangible learning, the session offers insights and frameworks that participants can take back and apply within their organizations immediately.

The conversation will explore the growing complexity of modern B2B buying groups, where decisions involve multiple stakeholders and traditional lead- or account-centric models often fall short. Participants will examine common data, measurement, and activation hurdles—and how more advanced, intent-driven approaches are helping teams improve alignment, efficiency, and outcomes.

Attendees will walk away with a clearer perspective on how to better identify and engage real buying groups, unify signals across data sources, and support stronger decision-making across the customer journey. The format is intentionally interactive and personal, creating space for thoughtful dialogue, shared learning, and practical takeaways grounded in day-to-day B2B marketing realities.

Michele Eggers

Vice President of Marketing Shared Services SAS

Growth today depends on deep collaboration across Marketing, Data, and Legal/Privacy. Marketers need high‑quality, actionable data. Data leaders make that data reliable and available. Legal and privacy teams safeguard trust and brand integrity. Too often, these priorities may operate in silos —and “no” becomes the default when marketing initiatives need to be translated into activation.

This closed-door roundtable creates a rare opportunity for these leaders to come together as strategic partners. In a candid off-the-record setting, we’ll reframe privacy as a growth enabler and build a shared, actionable path to “yes”. Moderated for candor and outcomes, the panel will surface each function’s goals, pressure points, and constraints, then convert real‑world use cases into cross‑functional agreements. Attendees will leave with a common language for value exchange, a practical set of guardrails, and a template to accelerate approval cycles without compromising compliance or trust—reflecting ANA’s emphasis on responsible data practices as a driver of brand growth.

What We’ll Achieve

• Shared objectives & terms. Align on what “growth,” “risk,” “consent,” “coverage,” and “quality” mean across Marketing, Data, and Legal/Privacy—and how they’re measured.
• The “YES Framework.” A five‑part decision model the triad can apply to any data‑enabled initiative:
  1. Value Creation (consumer benefits & business outcomes)
  2. Data Readiness (availability, lineage, quality)
  3. Guardrails (policy, consent, brand safety)
  4. Decision Rights (who approves what, and when)
  5. Measurement & Accountability (proof of impact, monitoring, and iteration)
• Faster approvals. Define “green‑light” criteria to reduce friction and cycle time for marketing use cases (e.g., audience building, personalization, AI‑assisted content).

Moderator: Joan FitzGerald

VP, Data Excellence & Privacy ANA

WELCOME REMARKS

David Fogarty

EVP, Data Excellence & Privacy ANA

THE CONNECTED INTELLIGENCE ERA: HOW AI LEADERS ARE BUILDING SMARTER CONSUMER MEASUREMENT

As AI shifts from standalone tools to fully integrated, end-to-end intelligence systems, the way organizations understand and measure consumers is fundamentally changing. In this session, leaders from OpenAI and Tunnl explore how connected, AI-powered ecosystems unify fragmented data, media signals, and behavioral insights into a coherent model of consumer movement. Rather than relying on isolated channel metrics or one-off dashboards, today’s most advanced teams are building infrastructures that connect research to identity, insight to activation, and engagement to outcomes. The result is smarter, more durable consumer measurement — designed not just to track what was delivered, but to understand what truly changed.

Caroline Bye

VP, Audience and Insights Tunnl

BEYOND THE DASHBOARD: HOW TING SCALED WORLD-CLASS MROI WITH AGENTIC MMM

The traditional, slow moving measurement cycle is no longer cutting it for brands operating at the speed of culture. In this session, Henry Innis (Co-Founder & CEO of Mutinex) and JD Prater (VP of Marketing at Ting) will share the journey of integrating agentic driven data, modeling and optimizations that shifted measurement from a retrospective science project to a real-time predictive engine for growth. Attendees will learn how this agentic approach allows marketers to speed up and scale measurement from a back office function to a front-line competitive advantage.

Henry Innis

CEO and Co-Founder Mutinex

BEYOND THE CLICK: BUILDING AN INCREMENTALITY-FIRST MEASUREMENT STRATEGY

The measurement landscape is shifting fast — clicks are declining, AI is changing how consumers convert, and legacy attribution is leaving money on the table. This session explores how to build a modern measurement strategy that captures true ad value and drives smarter investment decisions.

Please note: This session will not have Q&A.

Josh Newman

Product Marketing Director, Measurement & Signals Meta

DELIVERING INTELLIGENCE: USPS DATA AS THE BACKBONE FOR AI AGENTS

This session explores how data from the USPS’ Geospatial products—such as Occupancy Trends, Population Mobility, Post Office and Collection Box Data —can serve as foundational fuel for AI marketing agents. Attendees will discover how USPS data enables marketers to: 

• Support and pinpoint high-opportunity regions using real-time occupancy and mobility signals
• Adapt campaigns dynamically based on real time population shifts and trends
• Personalize outreach with hyper-local precision using ZIP-level segmentation
• Automate decision-making across targeting, budgeting, and content delivery for select audiences

Eddie Alvarran

Manager, Customer Marketing Mail USPS

DATA PRIVACY: LEGAL’S PROBLEM OR YOUR OPPORTUNITY?

“Marketing’s exciting. Data privacy isn’t.” 

“Marketing pushes the envelope. Data privacy pumps the brakes.” 

“Marketing drives revenue. Data privacy restricts it.”

Every marketer knows these things are true. At best, they recognize data privacy compliance keeps the business from getting fined or sued. It’s the sort of thing you do last–a final box to check to keep the legal department happy. Right?

The reality is that data privacy isn’t a wholly separate function antithetical to marketing outcomes. In fact, the opposite is true; data privacy is a foundational element that is essential to a robust and effective marketing strategy.

In this session, we’ll prove it–and we’ll show you how to make data privacy work for your marketing program in a way that yields a greater impact for your efforts.

Shane Coker

Head of Marketing Osano

SMALL PROJECT FOR BIG WINS

Lily Herron

Marketing Analytics Manager, Performance Analytics Team ADT

CLOSING REMARKS

David Fogarty

EVP, Data Excellence & Privacy ANA

BREAKFAST ROUNDTABLES (FIRST COME, FIRST SERVED | 10 PARTICIPANTS PER TABLE)

TIKTOK OPENING REMARKS

Ann Nguyen

Global Head of Measurement Solutions TikTok

OPENING REMARKS

Bob Liodice

CEO ANA

HOUSEKEEPING

David Fogarty

EVP, Data Excellence & Privacy ANA

MARKETING IN THE EMERGING AGENTIC AI ERA

Marketing technology has quietly crossed a threshold: the AI in our marketing stack is no longer just assisting – its deciding. As Agentic AI moves from assisting to augmenting to autonomous decision, data base marketers, brand leaders and other executives need to understand the changes in the marketplace and how to insert their skills and needs into the agentic design process.

For example, Who decides when AI decides? What are the ways to think through marketing automation, personalization, AI-powered campaigns as AI Agents make real time decisions and interface with your customers. Marketing teams need to create new methods to ensure brand integrity, customer trust and market competitiveness.

In addition, there is a market challenge that needs to be addressed. Your customers AI agents are making decisions about your brand right now – based upon whatever information is available. If your organization’s information isn’t accurate, complete, and “agent-ready” you are losing control of your narrative. What steps do you need to take to be sure your information and positioning is fresh and reflects your organizations position in this new environment.

Join JoAnn Stonier, former Mastercard Chief Data Officer, President of the Cantellus Group, and member of Carnegie Mellon’s Continuing Education faculty as she discusses methods for designing agentic marketing practices for your organization.

JoAnn Stonier

Formerly Mastercard, Fellow of Data and AI

RETHINKING MEASUREMENT IN THE AGE OF AI

AI is transforming the speed and complexity of insight generation, uncovering causal drivers at a pace and depth previously unattainable—while “measurement” is often still perceived as slow, reactive, and backward-looking. This session reframes measurement as operating along a spectrum within the analytics maturity model—descriptive, predictive, and prescriptive—now expanded with a cognitive AI layer that helps marketers interpret results, evaluate trade-offs, and guide real business decisions. As agentic AI reshapes the analytics landscape, organizations must remain grounded in measurement frameworks tied to clear business outcomes. We will explore how advanced measurement capabilities ultimately converge in structured planning environments, and why capabilities such as Marketing Mix Modeling (MMM) continue to play a critical role in an increasingly intelligent measurement ecosystem.

Sam Chang

Global Head, One Demand Data & Analytics - Consumer Data Strategy Mars

ADVANCING MISSION THROUGH MODERNIZATION OF DATA ANALYTICS

Matt Ryan

Senior Director, Donor Experience Analytics, Research, and Insights ALSAC/St. Jude Children's Research Hospital

FROM CONFIDENCE TO CONVICTION: STRENGTHENING MMM WITH HOLD-OUT EXPERIMENTS AND AI

While our marketing mix model is our key foundational measurement capability, hold-out experiments take our confidence levels even higher. We have found that our finance leaders trust them as they are easy to understand conceptually and are the gold standard in incrementality measurement. In this session, learn experimentation tips and how AI can help your team navigate the real-world statistical and technical complexity behind the scenes.

Please note: This session will not be available for on-demand viewing.

Jadon Wellman

Head of Marketing Effectiveness Prudential Financial

FROM DISCOVERY TO PERFORMANCE: RETHINKING MMM IN THE TIKTOK ERA

Ann Nguyen

Global Head of Measurement Solutions TikTok

WHEN EVERY DOLLAR HAS TO PROVE ITSELF: A CONVERSATION WITH SKECHERS

Most marketers have been in this meeting: you believe in a channel, the dashboard looks fine, and someone from finance wants to know if it's actually working. It's a harder question to answer than it used to be.

In this conversation, Measured VP of GTM Will Post sits down with Alex Funk, Senior Director of Performance Media at Skechers, to talk honestly about what building that kind of confidence actually looks like from the inside.

Please note: This session will not be available for on-demand viewing.

Will Post

VP, GTM Measured

POWERING PERSONALIZATION WITH DATA SCIENCE AT TARGET

At Target, creating relevant guest experiences at scale takes more than great creative — it takes great data. In this session, we’ll explore how Target’s Data Science team is using first-party data, machine learning, and GenAI to personalize marketing across every touchpoint.

You’ll hear how we’re building intelligence into the content supply chain, turning unified customer signals into actionable insights, and using AI to optimize creative, timing, and messaging — all while navigating a privacy-first landscape. Whether it’s smarter segmentation or real-time decisioning, we’re designing for both scale and speed.

Samantha Schumacher

Senior Director, Data Science Target

FROM DATA TO DOLLARS: ACTIVATING REAL SIGNALS FOR PURCHASE-READY CONSUMERS

This panel of experts from Amazon, Omnicom and Acxiom explores how advertisers can leverage strategic data partnerships to move beyond traditional targeting to reach audiences that directly translate into superior business results.

We'll demonstrate how sophisticated models analyze tens of thousands of real attributes, uncovering purchase-ready prospects that traditional methods often miss. This approach transforms audience strategy from broad personas into predictive precision, allowing for more efficient investment.

Attendees will come away understanding how to use propensity-modeled audiences to identify those consumers most likely to be influenced and convert. We will show how brands can strategically shift investment towards those their media truly moves, achieving stronger business outcomes without increasing spend, and reveal how connecting Amazon and Acxiom data, augmented by a brand's own insights, creates unparalleled predictive capability.

Liam Copeland

EVP, Global Business Solutions Acxiom

FROM AI SEARCH TO BUYER GROUPS: HOW MODERN DISCOVERY IS REWRITING B2B MARKETING STRATEGY AND MEASUREMENT

AI-driven search and discovery experiences are fundamentally changing how B2B buyers find information, evaluate options, and engage with brands—often well before they ever reach a marketer’s website. In this session, SAS will share how these shifts have reshaped its B2B marketing strategy, from search and content to demand engagement and measurement.

You’ll hear how SAS moved beyond traditional, keyword-centric SEO to an AI search–optimized, topic-ownership model designed to meet buyers where discovery now happens. The session will also explore how evolving buyer behaviors prompted a shift away from individual lead scoring toward a buyer-group engagement approach better aligned with modern B2B decision-making.

Finally, SAS will unpack its updated B2B measurement framework—built to capture reach, relationship, and revenue impact in an environment where influence increasingly occurs upstream of the website and outside traditional attribution models. Attendees will leave with practical takeaways they can apply as AI reshapes how marketers earn attention, demonstrate relevance, and measure impact.

Michele Eggers

VP, Marketing Shared Services SAS

THE END OF MEDIOCRITY AT SCALE: MAKING MARKETING FEEL HUMAN AGAIN

Dean de la Pena

VP of Identity, Data Strategy, and SaaS Platform Resonate

NAVIGATING THE NEW ERA OF MARKETING DATA PRIVACY

Privacy laws and regulations are transforming the data‑driven marketing world at a rapid pace, demanding that marketers stay alert to shifting requirements around responsible data use. This session will examine the expanding federal and state regulatory pressures shaping how data can—and cannot—be used. From renewed momentum behind enacting a national data privacy framework to state legislative trends focused on geolocation and sensitive information, the landscape is becoming increasingly complex. You’ll learn why these developments matter, how to navigate rising fragmentation, and what practical steps you can take now to strengthen collaboration with legal and government affairs partners. Whether you oversee campaigns or guide data strategy, this session will equip you to manage risk, identify emerging threats and opportunities, and understand how ANA can help you engage in responsible marketing data practices.

Chris Oswald

Executive Vice President, Government Relations ANA

CLOSING REMARKS

David Fogarty

EVP, Data Excellence & Privacy ANA

BREAKFAST ROUNDTABLES (FIRST COME, FIRST SERVED | 10 PARTICIPANTS PER TABLE)

OPENING REMARKS

David Fogarty

Executive Vice President, Data Excellence & Privacy Practice ANA

MEDALLION IN MARKETING: TURNING SILVER INTO GOLD – WITHOUT CREATING NEW RISK

As marketing organizations scale data driven activation, measurement, and AI, the challenge is no longer access to data—it’s ensuring that the data being used is structured, governed, and trusted.

In this session, we will explore how applying a simple medallion mindset—treating curated, governed “silver” data as the foundation for certified, analytics and AI ready “gold” outputs— can help marketing teams move faster without increasing privacy, compliance, or operational risk.

Attendees will leave with a practical way to think about ownership, structure, and lightweight data product practices that improve trust, usability, and scale—without adding new tools, heavy process, or unnecessary complexity.

Fabien Thiaucourt

Senior Vice President, Data Governance & Enablement Mastercard

BEYOND THE CLEAN ROOM: DESIGNING SCALABLE DATA SCIENCE FOR CPG GROWTH

Ali Kefeli

Head of Strategy, Advanced Analytics & Data Science Kimberly Clark

CROSS-MEDIA, REALIZED: AQUILA’S BREAKTHROUGHS IN TRANSPARENT MEASUREMENT

Tina Daniels

President and Chief Operating Officer Aquila

FROM DATA HOARDERS TO EXPLORERS: USING SYNTHETIC DATA TO MODERNIZE MARKETING DATA

Modern marketing teams collect data across ABM and GTM platforms, lifecycle programs, attribution models, surveys, intent signals, and benchmarks. Over time, that data accumulates. Definitions drift. Gaps appear. Samples thin out. Teams are left with sophisticated dashboards but limited confidence in the decisions they support.

This session reframes the challenge. The issue is not data volume. It is decision readiness.

In this practical case study, John walks through how his team modernized a 20-year marketing research and data program using modeling and early synthetic data techniques. He shares how they imposed structure on fragmented historical data, stabilized long-term trends, and made legacy datasets usable again without relying on perfect data, fully connected systems, or clean customer journeys.

Attendees will hear what worked, what did not, and how synthetic data can be used responsibly to fill gaps, explore segments, and generate forward-looking signals that can later be validated with real-world data.

This session is designed for marketing, analytics, and data leaders looking to move beyond data accumulation and toward confident, decision-ready insight using the data they already have.

John Follett

Co-Founder, CXO & Head of Research Demand Metrics

WHAT IF YOU’RE WRONG? LEADING WITH COURAGE IN A DATA-DRIVEN WORLD

General Eisenhower launched D-Day in terrible weather after his analysts told him airborne forces might suffer catastrophic losses, taking full responsibility for that decision with a clear understanding of the risk. He knew the data were ugly, the odds uncertain, and the outcome unknowable, but his team gave him the truth and he owned the decision. Army leaders make hard decisions every day, and Army Marketing is charged with engaging prospects who desire to enlist in the Army—and who, like General Eisenhower, desire certainty but operate in a world full of uncertainty. We leverage MMM-based forecasting and intervals to move leaders toward reframing the question from "What will this plan deliver?" to "Even if we execute perfectly, what's the chance we still fall short?"—forcing honest conversations about risk tolerance that leaders can act on. You'll see how we turn Type I error thinking into practical language that gives leaders courage to choose between uncertain and more uncertain, without ever drawing a normal distribution.

Lieutenant Colonel Daniel J. Flynn, PhD

Chief of Data and Performance U.S. Army Enterprise Marketing Office (AEMO)

THE STATE AND FUTURE OF DATA-DRIVEN MARKETING

David Fogarty

EVP, Data Excellence & Privacy ANA

CLOSING REMARKS

David Fogarty

EVP, Data Excellence & Privacy ANA

April 15–16 | Immediately following Masters of Data