Monday, October 3, 2022
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10:55am - 11:15am
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WELCOME REMARKS & HOUSEKEEPING
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Bill Tucker
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Group Executive Vice President
ANA
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11:15am - 11:50am
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11:45am - 12:20pm
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12:20pm - 12:55pm
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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.
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Andy Kauffman
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SVP, Marketing Strategy & Science
NFL
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12:55pm - 1:15pm
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BREAK
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1:15pm - 1:35pm
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SESSION DETAILS TBD
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Speaker TBA
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Neustar
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1:35pm - 2:10pm
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SESSION DETAILS TBD
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Angela Zepeda
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Chief Marketing Officer
Hyundai Motor America
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2:10pm - 2:30pm
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SESSION DETAILS TBD
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Speaker TBA
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MarketBridge
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2:30pm - 3:05pm
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SESSION DETAILS TBD
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Sundeep Parsa
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VP, Products, Adobe Experience Platform, CDP & Customer
Adobe
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3:05pm - 3:25pm
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BREAK
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3:25pm - 3:45pm
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SESSION DETAILS TBD
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Speaker TBA
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Acxiom-Kinesso
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3:45pm - 4:20pm
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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?
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Deepak Jose
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Global Senior Director, One Demand Data & Analytics
Mars/Wrigley
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4:20pm - 4:40pm
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SESSION DETAILS TBD
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Speaker TBA
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Zeta
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4:40pm - 5:15pm
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5:15pm - 5:20pm
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CLOSING REMARKS
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Tuesday, October 4, 2022
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10:55am - 11:15am
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WELCOME & OPENING REMARKS
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11:15am - 11:50am
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11:50am - 12:25pm
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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.
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Doug Jensen
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SVP, GTM, Analytics & Activation
Estée Lauder
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12:25pm - 12:45pm
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BREAK
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12:45pm - 1:05pm
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SESSION DETAILS TBD
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Speaker TBA
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Oracle Advertising/CX
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1:05pm - 1:40pm
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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”.
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J.R. Badian
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Chief Marketing Officer
K&N Engineering
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1:40pm - 2:00pm
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SESSION DETAILS TBD
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Speaker TBA
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Analytic Partners
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2:00pm - 2:35pm
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2:35pm - 2:55pm
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BREAK
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2:55pm - 3:30pm
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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.
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Kumi Harischandra
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Quantitative Research Manager
Meta
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3:30pm - 4:05pm
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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.
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Kyle Miller
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Vice President, Product, Core Experience
Tinder
Kelly Schoeffel
Executive Strategy Director
72andSunny LA
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4:05pm - 4:25pm
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SESSION DETAILS TBD
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Speaker TBA
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USPS
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4:25pm - 5:00pm
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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.
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John Follett
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Co-Founder, CXO & Head of Research
Demand Metric/2022 RRR
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5:00pm - 5:05pm
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CLOSING REMARKS
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