"SO NOW WHAT?" A COLLECTIVE APPROACH TO THE COOKIE CONUNDRUM

Naturally, moving beyond the use of cookie targeting and universal identifiers has given way to a lot of questions as advertisers and publishers try planning for an unknown future. The industry is left pondering the road ahead, and what that means for the persistence of programmatic amidst a cross-section of solutions deemed viable to meet the moment.

Yet, as we move closer to the proposed cookie-deadline, industry stakeholders have started to embrace the spirit of positive change. Today, leaders from all sectors of the digital industry are paving the way for new approaches aimed at helping advertisers reach the people they care about–in increasingly consumer-centric ways.

Join Scott Kozub, Head of Audience Product at Oracle Advertising, for a fresh perspective around the future of identity and what it means to deliver a true portfolio approach to collectively deliver the scale, fidelity, reach, and insights that are demanded of modern marketing organizations in 2021.

Scott Kozub

Head of Audience Product Oracle Advertising

COUNTDOWN TO GENERAL SESSION

WELCOME & OPENING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

SESSION 2: TBA

CONSUMER VS CUSTOMER: A PARADIGM SHIFT FOR DATA IN CPG

In a digital-first era where those furthest upstream in data collection win, CPG manufacturers often find themselves in the precarious position of being overly dependent on aggregated data from third parties. In this session, Josh Blacksmith, Senior Director of Global Consumer Relationships and Engagement at Kimberly-Clark – the CPG company behind brands that include Huggies and Kleenex – will share key ways that data ownership is under pressure and highlight examples of where this creates tension in the CPG business model. The bottom line? Neither manufacturers nor retail customers exist without the consumer – together, we must evolve to meet the ever-changing expectations of our consumers in an environment that’s experiencing disruption like never before.

Josh Blacksmith

Senior Director, Global Consumer Relationships and Engagement Kimberly-Clark

SESSION BREAK 1

ANALYTICS PARTNERS – IMPROVING YOUR DATA-DRIVEN DECISIONING

For over 20 years, Analytic Partners have been helping top-tier companies adapt to the rapidly evolving world of data, analytics and strategic and tactical decisioning. In this session, you will hear how Analytic Partners works with their clients to drive business results through holistic measurement and forecasting, marketing optimization, improved consumer insights and data-driven decisioning.

Speaker TBA

Analytics Partners

THE INSURANCE SECTOR SPOTLIGHT: METLIFE

More than ever, when it comes to insurance, consumers are always shopping for the best coverage at the right price to meet their personal needs, whether its life, home or auto.  So how does an insurance brand stand out and differentiate itself in a sea of look-alike offerings?  The answers is in the data.  In our insurance spotlight, you’ll hear how MetLife is constantly using data and analytics to develop new product offerings for consumers that help differentiate them from the rest of the insurance pack.

Michelle Froah

SVP Global Marketing Strategy & Sciences MetLife

PARTNERSHIP FOR RESPONSIBLE ADDRESSABLE MEDIA - AN INDUSTRY UPDATE

The Partnership for Responsible Addressable Media is a collaborative effort of the leading advertising trade associations 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 build a consensus around specific plans to protect the future of addressable communications, so we can ensure privacy while driving rich internet content and functionality.  ANA’s Group Executive Vice President, Bill Tucker will share updates and progress. 

Bill Tucker

Group Executive Vice President ANA

MEASUREMENT HAS GONE TO THE CLOUD

It’s no secret – everything has gone to the cloud. So what does that mean for your marketing campaign measurement?  Measurement has moved beyond your typical end-of-campaign dashboards and is now a checkpoint along the campaign lifecycle.  And that gives marketers and analysts the power to gain insights, assess performance and optimize their strategies in real-time.  The cloud brings out of the box powerhouse tools for all levels of users, and is giving us new ways to think about data strategies and approaches for cross-platform and omnichannel measurement. Join us for a discussion about how the cloud should change your measurement strategy. 

Scot Richardson

Director, Data Science Strategy & Visualization Acxiom-Kinesso

SESSION BREAK 2

SESSION TBA

RESONATE – THE HUMAN ELEMENT – LOOKING BEYOND THE DATA

Resonate was founded on a simple yet powerful idea – understanding people. Resonate empowers leading brands and agencies with deep consumer intelligence that ignites unbreakable relationships through better connections, more meaningful engagement and compelling customer experiences.  In this session, see how leading brands leverage the human element to better understand consumer motivations and create more powerful marketing engagements that drive brand results.

Speaker TBA

Resonate

FIRESIDE CHAT WITH DANA MCGRAW: THE DATA SCIENCE BEHIND DISNEY

Dana McGraw discusses Disney’s unique approach to audiences and data science. She will answer the pressing questions data practitioners want to know and how Disney’s audience segments are built to cut across linear, streaming and digital.

Dana McGraw

VP, Audience Modeling & Data Science The Walt Disney Company

CLOSING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

MORNING COFFEE WITH MARKETING EVOLUTION: IMPROVING BRAND METRICS VIA DATA OPTIMIZATION & CREATIVE MESSAGING

A Pioneer in Consumer-Centric, unified marketing performance measurement with machine learning at its core, Marketing Evolution will feature solutions that incorporate artificial intelligence with proprietary, automated, and scalable updating algorithms to power media insights and creative optimization. The session will also discuss data flexibility for both resolves to both consumer-level and aggregate levels, offering reliable insights to effectively reach customers and accelerate performance.

Speaker TBA

Marketing Evolution

COUNTDOWN TO GENERAL SESSION

OPENING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

MASTERCARD & SESSIONM, A DATA MODEL FOR THE FUTURE

For many brands, finding the right data partner can be challenging and takes time.  Mastercard took a new approach by acquiring SessionM with the task of managing the company’s data, but that’s not all.  In this new model, SessionM would also conduct data work for other brands, outside of Mastercard.  In this session, Bill Clifford, Senior Vice-President of Loyalty Sales at Mastercard, will discuss the benefits found through this approach, as well as some of the challenges discovered along the way. 

Bill Clifford

Senior Vice President, Loyalty Sales Mastercard

MOLSON COORS: GETTING THE MOST OUT OF THE DATA YOU ALREADY HAVE

Data-based decisions is the way ahead in business. However, many companies have hordes of data sitting at different locations, not adding any real value. Molson Coors is stepping up their game when it comes to data-based decisions by removing internal silos and integrating data and analytics across departments and locations. Brad Feinberg will share Molson Coors progress in this space.

Brad Feinberg

North America, VP of Media & Consumer Engagement Molson Coors

SESSION BREAK 1

NEUSTAR: BUILDING TRUSTED DATA CONNECTIVITY: INFORMING CRITICAL DECISIONS AT EVERY TOUCHPOINT

A leader in identity resolution, Neustar offers industry-leading solutions in marketing, risk, communications, and security that responsibly connect data on people, devices. and locations, continuously corroborated through billions of transactions. Through case studies, attendees will learn how to develop unified marketing strategies across the entire customer journey; protect and optimize digital networks, and create actionable risk intelligence addressing compliance, fraud and customer support operations, with total communications confidence.

Speaker TBA

Neustar

GEORGIA-PACIFIC: EXECUTING AND INNOVATING WITH AN AGILE ADVANCED ANALYTICS CAPABILITY

COVID accelerated the pace of change in everything we do, from how we work to how we go to school. Marketing is not immune to this change. The days of getting a read on your marketing effectiveness months after your campaigns are run are waning quickly. The companies who will be the most competitive in this ever-changing world, will be the ones who can make the most out of their data as soon as they collect it. In this talk Dr. Ali Kefeli will offer an engineer’s view into the world of marketing as he discusses how critical “speed to insight” has been for Georgia-Pacific during COVID. He will cover how he champions the use of data-driven insights by first democratizing available data through technology, and then using an Agile approach to deliver in-house machine learning and marketing mix models. You will hear how this approach allows Georgia-Pacific to make better, faster, and more holistic commercial decisions across product, portfolio, pricing, channel, marketing and innovation.

Ali Kefeli, Ph.D.

Senior Director, Data Science and Marketing Analytics Georgia-Pacific

STARBUCKS CHIEF ANALYTICS OFFICER ADDRESSES MINDSET CHALLENGES

Session description: TBD

Jonathan Francis

Chief Analytics Officer Starbucks Corporation

UNITED STATES POSTAL SERVICE – HOW A TRUSTED BRAND INFORMS & DELIVERS WITH DATA

The story of data is one of rapid and continual change. Information has always been critical for businesses. With rising market competition, companies today must compete with each other on customer experience, customer acquisition, and customer retention. But many struggle in managing to break down the silos between data sets, missing out on a truly holistic view of their consumers and marketing touchpoints, and the ability to activate this data on media investments in real-time. The impact of failure to activate on the data can be catastrophic and we know who it affects the most: the customer. The USPS, has been at the forefront in his organization of developing data strategies and platforms that integrate the use of data across multiple formats. They will provide insight on bridging offline to online data for a more holistic view and address the data barriers that prevent organizations from using data to fuel real-time decision-making to improve efficiencies, drive innovation, and enhance the customer experience.

Speaker TBA

United States Postal Service

SESSION BREAK 2

PANDORA: LISTENING TO THE DATA TO DRIVE GROWTH AND AMPLIFY THE CONSUMER EXPERIENCE

With hundreds of millions of people now streaming their music daily, there are massive amounts of data that provides the intelligence needed to elevate the consumer experience and drive listener loyalty. Whether it’s subscription-based modeling, audience preferences, advertising based revenue, or AI and machine learning techniques, Pandora will share how it is revolutionizing day-to-day operations to drive growth.

Keri Degroote

SVP, Sales Research & Analytics Pandora

CREATING A COMMON LANGUAGE AROUND DATA

Great marketing requires cross-functional cooperation. But the reality is, most departments across an enterprise collect data, run analyses, and report findings very differently. Adobe uses not only data and analytics to inform decisions, but to surface the most important success metrics and create a single source of truth. Join this session to learn more about Adobe’s agile and data-driven marketing approach, and how the company is swiftly and effectively acting on insights to deliver innovative, creative campaigns that drive business growth.

John Copeland

Vice President, Marketing and Customer Insights Adobe

CLOSING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA