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All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME EVENT DETAILS LOCATION
Monday, October 3, 2022
10:55am
- 11:15am

WELCOME REMARKS & HOUSEKEEPING

Bill Tucker
Group Executive Vice President ANA
11:15am
- 11:50am

OPENING REMARKS

Bob Liodice
CEO ANA
11:45am
- 12:20pm

SESSION DETAILS TBD

12:20pm
- 12:55pm

DRIVING NEXT GEN FANDOM VIA 1:1 ENGAGEMENT

While NFL Fandom and engagement are at all-time highs, the league continues to innovate with offerings to engage the next generation of fans through digital, social, and more personalized experiences across the fan journey – especially in the “moments that matter”.  The goal is to grow and meaningfully engage NFL fans to deepen their love of the game in a manner that respects them and grows NFL short & long-term revenue.  In this session, Andy Kauffman, SVP Marketing Strategy & Science, will provide an overview of the enterprise efforts across the NFL and teams to deliver the next generation of 1:1 Fan Engagement. 

Andy Kauffman
SVP, Marketing Strategy & Science NFL
12:55pm
- 1:15pm
BREAK

1:15pm
- 1:35pm

SESSION DETAILS TBD

Speaker TBA
Neustar
1:35pm
- 2:10pm

SESSION DETAILS TBD

Angela Zepeda
Chief Marketing Officer Hyundai Motor America
2:10pm
- 2:30pm

SESSION DETAILS TBD

Speaker TBA
MarketBridge
2:30pm
- 3:05pm

SESSION DETAILS TBD

Sundeep Parsa
VP, Products, Adobe Experience Platform, CDP & Customer Adobe
3:05pm
- 3:25pm
BREAK

3:25pm
- 3:45pm

SESSION DETAILS TBD

Speaker TBA
Acxiom-Kinesso
3:45pm
- 4:20pm

MOVING DATA & ANALYTICS FROM A COST CENTER TO A PROFIT CENTER MINDSET

  • Introducing the Data and Analytics journey at Mars Wrigley
  • What is the value-led analytics approach?
  • How can organizations build sustainable capabilities and break organizational silos?

Deepak Jose
Global Senior Director, One Demand Data & Analytics Mars/Wrigley
4:20pm
- 4:40pm

SESSION DETAILS TBD

Speaker TBA
Zeta
4:40pm
- 5:15pm

SESSION DETAILS TBD

5:15pm
- 5:20pm
CLOSING REMARKS

Tuesday, October 4, 2022
10:55am
- 11:15am

WELCOME & OPENING REMARKS

11:15am
- 11:50am

SESSION DETAILS TBD

11:50am
- 12:25pm

WHAT'S NEXT IN MARTECH AND HOW BRANDS ARE LEVERAGING MARTECH TO DRIVE PERSONALIZED ENGAGEMENT AT SCALE

Doug Jensen, SVP, GTM Analytics & Activation and Learning COE, The Estée Lauder Companies (ELC), sits down with us to discuss how ELC has evolved and scaled its digital presence as an increasing number of consumers are moving towards and influenced by the digital space and online. Consumer and Audience Segmentation is a key component of ELC’s success. By leveraging CDPs, campaign management tools and consumer engagement platforms to deliver relevant, cross-channel experiences, and through increased personalization at scale, ELC drives connections between consumers and brands to ultimately grow brand loyalty. Hear about how ELC’s retention/loyalty marketing strategy and marketing mix modeling help drive business growth and increase market share.  

Doug Jensen
SVP, GTM, Analytics & Activation Estée Lauder
12:25pm
- 12:45pm
BREAK

12:45pm
- 1:05pm

SESSION DETAILS TBD

Speaker TBA
Oracle Advertising/CX
1:05pm
- 1:40pm

DATA DRIVEN BRAND MARKETING: HOW TO EXECUTE GREAT CREATIVE AND MEASURE RETURN ON MARKETING INVESTMENT

Yes! Brand-building is measurable. K&N and its partners have done extensive modeling to understand how marketing investment drives sales and the investment impact on brand. JR will lead you through a case study on how K&N used data and analytics to guide consumer segmentation, support creative execution, increase sales, and measure return on the marketing investment.

K&N’s analysis provides guidance against the age old question “What is my ROI on integrated marketing?”, and “Should I put more investment dollars into marketing? JR will cover the modeling methodology used and share recent examples of the attribution matrix for their latest campaign “Performance Unlimited”.

J.R. Badian
Chief Marketing Officer K&N Engineering
1:40pm
- 2:00pm

SESSION DETAILS TBD

Speaker TBA
Analytic Partners
2:00pm
- 2:35pm

SESSION DETAILS TBD

Jodi Binkerhoff
VP, Innovation DFW Airport
2:35pm
- 2:55pm
BREAK

2:55pm
- 3:30pm

A DATA-DRIVEN APPROACH TO CONCERNS AROUND THE RISK OF CONTENT ADJACENT ADS

In today’s advertising world where consumers see ads alongside various types of content, brands have become increasingly concerned about the risk of their advertisements being placed next to unsuitable content. Past research on this topic is not always aligned with the current industry standards especially as the industry continues to evolve at a rapid pace. Meta partnered with Neurons Inc to build the foundations for developing data-driven definitions and measurement tools for context adjacency with the goals of 1) creating a data-driven understanding of adjacency and 2) understanding the actual impact on brands. Join Meta’s Quantitative Research Manager, Kumi Harischandra, as she walks you through the work that was done to determine how businesses can not only reach their audiences but crucially build more meaningful connections with them.

Kumi Harischandra
Quantitative Research Manager Meta
3:30pm
- 4:05pm

TINDER'S NEW WAY TO WIN OVER GENERATION Z WITH DATA AND DEEPER CONNECTIONS: DIAMOND ECHO AWARD WINNING METEOR-INDUCED APOCALYPSES

With its "Swipe Night" campaign, Tinder invented a new way to engage generation Z users on its app. The dating app brand developed an interactive, post-apocalyptic video game that reimagined its app's iconic "swipe" as a means of surviving the apocalypse and, more importantly, as a way of creating deeper connections with other Tinder users. The brand wanted to "future-proof" itself by truly shaping the hearts and minds of generation Z users. And with over 50 million generation Z users worldwide and 1.6 billion swipes a day, Tinder realized that, rather than executing a more traditional campaign on the usual digital channels, the most powerful channel for the brand to reach generation Z was, in fact, Tinder itself. This, why the campaign won the highest of ECHO awards, the Diamond Award at this Year’s ANA Data & Technology Conference 2022. Learn how and why they did it with data at the center of it all. 

Kyle Miller
Vice President, Product, Core Experience Tinder
Kelly Schoeffel
Executive Strategy Director 72andSunny LA
4:05pm
- 4:25pm

SESSION DETAILS TBD

Speaker TBA
USPS
4:25pm
- 5:00pm

2022 ANA RESPONSE RATE REPORT- THE RESULTS ARE IN

The study, Response Rate Report 2021: Performance and Cost Metrics Across Direct Media, revealed that email was the most used medium in all campaign types (B2B, B2C, and split B2B/B2C), averaging an 82 percent usage rate among respondents. Social media came in second at 74 percent.  To see if these findings hold for 2022, the ANA has partnered with Demand Metrics to once again, survey members of the ANA and the direct marketing community at large to assemble key benchmarking data and issue the ANA Response Rate Report for 2022.

John Follett
Co-Founder, CXO & Head of Research Demand Metric/2022 RRR
5:00pm
- 5:05pm
CLOSING REMARKS

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