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TIME EVENT DETAILS LOCATION
Monday, August 16, 2021
2:00pm REGISTRATION OPENS

Plaza Ballroom Foyer (IN-PERSON ONLY)
3:00pm
- 4:30pm

MARKETING DATA & TECHNOLOGY AND TODAY’S UNITED STATES POSTAL SERVICE

Do a double take?  Or perhaps you snickered at the session title? In this special expanded pre-conference session, the United States Postal Service will give in-person attendees a competitive advantage by reviewing its newest marketing data and technology capabilities that are designed to help marketers target their best prospects and achieve personalization at scale. This special in-person session will help marketers make sure they are utilizing all the various latest USPS capabilities to optimize their direct mail, catalog, CRM, customer acquisition and overall one to one marketing efforts. In addition, marketers large and small will take away key best practices on how to leverage the U.S. Postal Service’s capabilities to help drive growth as part of their overall omnichannel marketing mix.

Speaker TBD
USPS
Plaza Ballroom DEFG (IN-PERSON ONLY)
6:00pm
- 7:00pm
RECEPTION  

Orchid (IN-PERSON ONLY)
Tuesday, August 17, 2021
7:30am
- 8:30am
BREAKFAST

Plaza Ballroom DEFG (IN-PERSON ONLY)
8:30am
- 10:30am

HARNESSING MARTECH TO ENHANCE THE CUSTOMER JOURNEY – A SPECIAL IN-PERSON SESSION

Marketing Technology Best Practices to Achieve Brand Objectives- Integrating platforms and systems across the MarTech stack allows marketers to look at customer data holistically, from the first touchpoint to the last. It helps us understand where we need improvement, let’s us look factually at what is working, and allows us to optimize campaigns quickly and effectively. However, with over 8000+ options to choose from across the marketing technology landscape, today’s modern marketing professionals are challenged to develop a keen grasp on how to ask smart questions about the technology and tools within their organizations.  It's no longer a question of whether technology plays a role in marketing, it's about what role the modern marketer needs to play in using the best solution to elevate the customer experience and drive marketing results. An essential key to doing this successfully is being able to understand the organization's technology - everything from content management tools to customer relationship management platforms to internal collaboration programs - and how it can provide a window into the customer experience throughout the buyer's journey.

This highly engaging and interactive special in-person session will help participants understand the essential components of a strategic marketing technology stack, provide frameworks that any member of the marketing organization can use to confidently engage in strategic conversations about MarTech, and help marketing executives and teams successfully navigate their new and evolving relationship with marketing technology.  Participants will leave with actionable frameworks they can immediately apply to real-world situations, including aligning MarTech investments with the company’s customer engagement and digital sales funnel strategy. The session provides practical examples and real-world case studies that showcase how marketing leaders can use marketing technology strategically to enhance the overall customer experience.

Mary Czarnecki (@maryczarconnect)
Founder/Principal Consultant MAC Marketing Partners
Plaza Ballroom DEFG (IN-PERSON ONLY)
10:30am
- 10:35am
COUNTDOWN TO GENERAL SESSION

10:35am
- 10:50am

OPENING REMARKS & HOUSEKEEPING

Bill Tucker
Group EVP, Data Tech Measurement & Executive Director, PRAM ANA
Plaza Ballroom DEFG (HYBRID)
10:50am
- 11:15am

WELCOME REMARKS

Bob Liodice
CEO ANA
Plaza Ballroom DEFG (HYBRID)
11:15am
- 11:40am

MASTERING YOUR DATA AND TECHNOLOGY: A MARKETING IMPERATIVE

Raja Rajamannar is the chief marketing and communications officer and president, health care at Mastercard. He serves as co-chair of the CMO Global Growth Council working team on data and technology. His leadership has helped the industry build a technological agenda aimed at driving marketers’ overall skill set. In this session, Mr. Rajamannar will share his passion for excellence in data and why he feels that mastering your numbers is essential.

Raja Rajamannar (@RajaRajamannar)
Chief Marketing & Communications Officer, & President Health Care Business Mastercard
This speaker will present virtually.
Plaza Ballroom DEFG (HYBRID)
11:40am
- 12:15pm

DRIVING THE MOVEMENT TO ZERO EMISSIONS

Global CMO Deborah Wahl is the driving force behind a radical repositioning of the iconic General Motor’s brand. As the company prepares to roll out 30 new electric vehicles, Deborah and her team are charged with helping bring everybody in on the journey to an all-electric future. To help accelerate that transition, GM is building a powerful, new data management architecture designed to elevate propensity-based marketing activities into compelling, dynamic, and personalized audience experiences. In this keynote, Deborah will share insights and learnings from the work her team is doing to ensure every customer is uniquely positioned on the journey to zero emissions.

Deborah Wahl (@DeborahWahl)
Global CMO General Motors Company
Plaza Ballroom DEFG (HYBRID)
12:15pm
- 1:10pm
LUNCH  

Plaza Ballroom DEFG (IN-PERSON ONLY)
12:50pm
- 1:10pm

DECISIONING IN THE AGE OF DATA DEPRECATION: PRESENTED BY ANALYTIC PARTNERS

Businesses count on what was once a firehose of data to analyze performance and understand customer behavior. However, data is becoming less available rather than more. With mounting restrictions from browsers, walled gardens and devices, brands find themselves in a strange new world. How do organizations adapt data strategies with limited consumer tracking and data access, and continue to make decisions based on accurate insights? This session will showcase how leading brands are approaching the new age of data deprecation.

Jennifer Brink
Senior Director, Media Bloomin' Brands, Inc.
Maggie Merklin
Chief Client Officer Analytic Partners
Jade Kim
Senior Consultant Analytic Partners
Plaza Ballroom DEFG (HYBRID)
1:10pm
- 1:20pm
BREAK

1:20pm
- 1:40pm

BRAND TRUST: NOW OR NEVER.

As we all strive to figure out what combination of the old normal, the abnormal, and the new normal will define each of our industries and the customer experience they deliver, one thing holds true: people and brands need each other.  People expect great customer experiences from the brands they love and that means ethically using data and technology – no matter what’s happening in the world or what big tech or legislatures are doing (or not doing). In fact, people trust business to figure out tough problems.  According to the 2021 Edelman Trust Barometer, business is currently the only institution seen by the public as both competent and ethical.  So, join us as we discuss this critical moment in time and the dos and don’ts for brands dependent on the ethical use of data to build trust with the customers the love and those they’d love to have. 

Sheila Colclasure
Global Chief Digital Responsibility and Public Policy Officer IPG
Plaza Ballroom DEFG (HYBRID)
1:40pm
- 2:15pm

WHAT BUSINESS ARE WE IN?

The role of the modern marketer has rapidly evolved in the last few years.  It's grown in both scope and importance. Advances in data analytics, machine learning and identity solutions have enabled marketers to better understand customer needs and cater to them, not just with offers, but relevant content and experiences that build customer loyalty and increase their desire to consume products and services from brands that that have taken advantage of these advances. But, hold on, have marketers recontracted with their business partners on this expanded remit and the new KPI's of marketing or is the business unit keeping marketing in boxes from the past where the contribution was limited to incremental sales and lead generation. Is the role of marketing being elevated in your company in response to these exciting capabilities, or is it diminishing because the right conversations aren't taking place and the business just wants more cowbell?

Lou Paskalis (@LouPas)
Chairman of the Global Media and Data Board MMA
Plaza Ballroom DEFG (HYBRID)
2:15pm
- 2:30pm
BREAK 2

2:30pm
- 3:05pm

THE MARTECH ECOSYSTEM: WHAT YOU NEED TO KNOW TODAY AND FOR TOMORROW

The landscape of marketing technology solutions is vast and rapidly expanding. In fact, the MarTech ecosystem has grown to feature over 8,000 entities and marketers are increasingly dependent on these technologies to deliver value to their customers.  Choosing the right set of partners and platforms, and establishing the internal capabilities to leverage them, is essential. Scott Brinker, Vice President Platform Ecosystem at HubSpot and Editor at ChiefMarTech.com, will share insights into the vast array of marketing tools that are out there today and give you his view of what is the next big thing in the MarTech arena.

Scott Brinker (@chiefmartec)
Vice President Platform Ecosystem, HubSpot Editor, chiefmartec.com
Plaza Ballroom DEFG (HYBRID)
3:05pm
- 3:25pm

THE NEXT FRONTIER OF MEASUREMENT

With campaigns that span media providers, formats, and channels, marketers constantly need to keep their eyes on consistent core metrics across channels. And while measuring cross-channel impact is crucial to telling a successful story, a more connected world brings an increasingly complex media landscape. Yet, the core of the consumer-first imperative remains: experiences need to be relevant and seamless to garner attention and drive brand outcomes. With that, it's essential to go beyond those baseline metrics to understand a campaign's effectiveness, and without this visibility, there's no way to know the true value of advertising investments.

This panel will convene execs from Oracle Advertising, Kellogg, Wavemaker, and TVision to engage in a conversation focused on:

  • The state of measurement today and the future of measurement across emerging formats and channels.
  • Key metrics to consider when implementing a holistic measurement strategy.
  • Perspectives on open standards and industry-wide collaboration.

Glenn Bean
Head of Cross-Platform Measurement Oracle
Gayle Smilanich
Director, KNA Media Operations Kellogg
Vinny Rinaldi
Head of Investment and Activation Wavemaker
Yan Liu
CEO TVision
These speakers will present virtually.
Plaza Ballroom DEFG (HYBRID)
3:25pm
- 3:40pm
BREAK 3

3:40pm
- 4:05pm

MODERNIZING MARKETING

As Kimberly-Clark’s global chief digital and marketing officer since May 2020, Zena Arnold has spent her first year on the job embracing the hybrid nature of her role. She was brought to Kimberly-Clark to modernize its marketing and think with a digital-first mindset. Ms. Arnold will share how she brought change, by examining the full consumer journey, getting insights, reaching customers, and making sure that the product was purchasable online spaces.

Zena Arnold
Chief Digital and Marketing Officer Kimberly-Clark Corporation
Plaza Ballroom DEFG (HYBRID)
4:15pm
- 4:50pm

LACK OF DATA OR LACK OF APPLICATION? IT’S COMPLEX BUT NOT COMPLICATED

80% of data & tech gaps within marketing are NOT because of lack of data or tech --- it is the lack of APPLICATION of what you already have available.  Mayur Gupta the CMO of Gannett / USA Today Network will share how to drive stronger results and impact by addressing the marketing needs to connect the dots, system thinking, and break down silos. 

Mayur Gupta
Chief Marketing & Strategy Officer Gannett | USA TODAY NETWORK
This speaker will present virtually.
Plaza Ballroom DEFG (HYBRID)
4:50pm

CLOSING REMARKS

Michael Donnelly
Executive Vice President, Marketing Technology/Futures & PRAM Initiative ANA
Plaza Ballroom DEFG (HYBRID)
6:30pm
- 7:30pm
RECEPTION  

Orchid (IN-PERSON ONLY)
7:30pm
- 9:00pm
DINNER  

Plaza Ballroom DEFG (IN-PERSON ONLY)
Wednesday, August 18, 2021
7:30am
- 8:30am
BREAKFAST

(IN-PERSON ONLY)
8:30am
- 10:30am

REACHING YOUR AUDIENCE IN A POST-COOKIE WORLD – A SPECIAL IN-PERSON SESSION

Understanding the Identity Crisis- Once the mainstay for digital marketing, third-party cookies are on the way out. Brands need to know how to maintain relevant messaging and targeting in this new world, or risk losing their audience share.

The digital advertising industry is going through one of its most transformative times ever. Browsers have begun to phase out cookie usage for personalization, and regulators around the world are taking steps to ensure consumer privacy and acceptance with data collection and sharing. Marketers need to adjust to ensure their messages continue to reach the right people at the right time with the right personalization and effectiveness.

This special in-person session will explain how and why we as an industry got to this point, weigh the strategic options going forward, and empower marketers to improve their Tech, Targets, and Talent for proper adjusting in this new post-cookie world.

Erin Yasgar (@erinyasgar)
Global Marketing and Agency Strategy Team Lead Prohaska Consulting
(IN-PERSON ONLY)
10:30am
- 10:35am
COUNTDOWN TO GENERAL SESSION

10:35am
- 10:45am

OPENING REMARKS & HOUSEKEEPING

Mark Kaline
Senior Vice President, Data & Technology ANA
Plaza Ballroom DEFG (HYBRID)
10:45am
- 11:20am

TRADITIONAL OR “DIFFERENT” IN THE FINANCIAL SERVICE INDUSTRY

Andrea Brimmer is the chief marketing and public relations officer of Ally Financial Inc. She joined Ally in 2006, spearheading the creation of the Ally brand, developing everything from the brand pillars and cultural framework to the value proposition and delivery in the marketplace. Hear how, under her direction, Ally emerged with a strong reputation as a “different” kind of financial services company, dedicated to solving customer pain points using data and technology that traditional institutions ignored.

Andrea Brimmer (@AndreaBrimmer)
Chief Marketing and PR Officer Ally Financial
Plaza Ballroom DEFG (HYBRID)
11:20am
- 11:35am
BREAK 4

11:35am
- 12:10pm

THE CURRENT STATE OF ADDRESSABILITY

The Partnership for Responsible Addressable Media (PRAM) is a globally cohesive coalition of the leading advertising trade associations (ANA, WFA, 4AS, IAB, NAI) and companies representing every sector of the global advertising industry to advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving consumer experience. This effort is designed to help all stakeholders across our industry address the deprecation of the 3rd party cookie and Apple IDFA to opt-in.  In this session, the ANA's Group Executive Vice President and Executive Director of PRAM, Bill Tucker, Mike Signorelli, Partner at Venable LLC and P&G’s Global E-Business Analytics and Insights Director, Kanishka Das, will provide a comprehensive update on this important industry initiative.

Bill Tucker
Group EVP, Data Tech Measurement & Executive Director, PRAM ANA
Mike Signorelli
Partner Venable LLC
Kanishka Das
Global E-Business Analytics and Insights Director P&G
Plaza Ballroom DEFG (HYBRID)
12:10pm
- 12:30pm

STRATEGIES THAT RESET THE DATA AND TECHNOLOGY STAGE FOR 2022, PRESENTED BY RESONATE

Consumers underwent a stunning pace of change in 2020 and 2021, making the freshest consumer data a crucial ingredient to success. How will advertisers approach their key investment strategies as the pace of data and technology shifts change leading into 2022? Resonate shares use cases that drive growth through using relevant predictive and advanced data and deep, AI-driven human understanding. In times of unpredictability, arming brands with intimately granular consumer data, in real time and at scale, is mission-critical while simultaneously building, and at times rebuilding, a strong yet adaptable data and technology framework.

Ericka Podesta McCoy
Chief Marketing Officer Resonate
Plaza Ballroom DEFG (HYBRID)
12:30pm
- 1:25pm
LUNCH  

Plaza Ballroom DEFG (IN-PERSON ONLY)
1:05pm
- 1:25pm

SOLVING COOKIE DISAPPEARANCE, MEASUREMENT BIAS, AND PRIVACY ADHERENCE WITH REACH AND FREQUENCY PREDICTION FOR VIRTUAL CONSUMERS

In this presentation, Marketing Evolution will present the challenges of, and solutions for, implementing a cross-channel media impact measurement software system in the age of rapid and disruptive changes in data-sharing policy. The media data ecosystem continues to be in perpetual flux. Media exposure data varies in availability of data granularity, as well as variation in the quality and availability of identification of consumer exposure. Moreover, changes to data availability occur with little announcement. In response to these challenges, we talk about how to achieve continuity in cross-media impact measurement with resilient cutting-edge science.

Michael Cohen
Chief Technology & Data Officer Marketing Evolution
Plaza Ballroom DEFG (HYBRID)
1:25pm
- 1:35pm
BREAK 5

1:35pm
- 2:10pm

THE FUTURE OF DATA-DRIVEN MARKETING

Marketers around the world face challenges: consumer attitudes and regulatory regimes change; browsers and operating systems adopt new policies; and marketers have more responsibility to manage the customer experience. Personalization is paramount -- but how is a marketer to nail the line between privacy and relevance? Competitors collect more first-party data and go direct-to-consumer, leaving less advanced marketers behind. Join Salesforce SVP of Strategy for the Marketing Cloud Martin Kihn as he describes how the best global marketers prepare for the new data revolution and future-proof their customer relationships.

Martin Kihn (@martykihn)
SVP, Product Strategy, Marketing Cloud Salesforce
Plaza Ballroom DEFG (HYBRID)
2:10pm
- 2:30pm

GOOD TO GREAT: USING THE RIGHT DATASOURCES TO MAXIMIZE YOUR INVESTMENTS

As consumers continue to shift their behavior and adjust to a post-pandemic world, marketers require tools and datasets that can effectively support their data-driven decision making. They need the ability optimize the short-term outcomes such as sales and ROI across all levels of marketing spend and to understand how certain channels can also deliver longer-term impact. Join Neustar’s Mike Finnerty and Google’s Nathalie Sun to learn how advertisers can design a good, better, best approach for marketing measurement while also maximizing your investments on Google properties.

Mike Finnerty
Senior Vice President, Marketing Solutions Global Services Neustar
Nathalie Sun
ROI Measurement Lead Google
Plaza Ballroom DEFG (HYBRID)
2:30pm
- 3:05pm

BEYOND CAMPAIGN DATA: HOW A MEDIA DATA MODEL CAN UNLOCK SIGNIFICANT VALUE

Many times we focus on high level campaign metrics as a way of defining success. However, in this session we would want to help marketing leaders understand what a connected media data model looks like and what value it can unlock; we would look at log files, api feeds, and even excel files to determine media efficiency possibilities. This session will help marketers really think through what data is important for them, and to what level of granularity of data is required by their vendors.

Ravi Patel
Director, Media Products PwC
Plaza Ballroom DEFG (HYBRID)
3:05pm CONFERENCE ADJOURNMENT & CLOSING REMARKS

Mark Kaline
Senior Vice President, Data & Technology ANA
Plaza Ballroom DEFG (HYBRID)

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