WELCOME REMARKS & HOUSEKEEPING

Bill Tucker

Group Executive Vice President ANA

OPENING REMARKS

Bob Liodice

CEO ANA

SESSION DETAILS TBD

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

SESSION DETAILS TBD

Speaker TBA

Neustar

SESSION DETAILS TBD

Angela Zepeda

Chief Marketing Officer Hyundai Motor America

SESSION DETAILS TBD

Speaker TBA

MarketBridge

SESSION DETAILS TBD

Sundeep Parsa

VP, Products, Adobe Experience Platform, CDP & Customer Adobe

SESSION DETAILS TBD

Speaker TBA

Acxiom-Kinesso

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

SESSION DETAILS TBD

Speaker TBA

Zeta

SESSION DETAILS TBD

WELCOME & OPENING REMARKS

SESSION DETAILS TBD

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

SESSION DETAILS TBD

Speaker TBA

Oracle Advertising/CX

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

SESSION DETAILS TBD

Speaker TBA

Analytic Partners

SESSION DETAILS TBD

Jodi Binkerhoff

VP, Innovation DFW Airport

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

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

SESSION DETAILS TBD

Speaker TBA

USPS

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