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Conference Agenda

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
11:00am
- 11:09am

WELCOME REMARKS & HOUSEKEEPING

Michael Donnelly
Executive Vice President-Marketing Technology ANA

OPENING REMARKS

Bill Tucker
Group Executive Vice President ANA
11:09am
- 11:44am

USING DATA TO BUILD BRAND BEHAVIORS AND DRIVE MARKET SHARE GROWTH

Hyundai seeks to increase customer engagement and overall brand opinion through meaningful actions – beyond meticulously designed and well-thought-out vehicles - to assure customers every moment of their journey. Hyundai Motor America CMO Angela Zepeda will share insight into leveraging data and metrics to define a new marketing campaign that will elevate the Hyundai brand as a leader in the industry.

Angela Zepeda
Chief Marketing Officer Hyundai Motor America
View Video
11:45am
- 12:19pm

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
View Event Recap and Related Materials
12:19pm
- 12:41pm
BREAK

12:42pm
- 1:01pm

PUTTING CLEAN ROOMS TO WORK, FROM EXPERIMENTATION TO ACCELERATION

The advertising ecosystem is rife with disruption, and it’s becoming increasingly difficult to effectively identify and reach the right consumers in a privacy-forward way. Many are leaning into Clean Rooms and other privacy-enhancing technologies to address these changes. But how do you go from simply experimenting to extracting value? Join Sam Shapiro-Kline, Director of Growth, Marketing Solutions at Neustar, a TransUnion Company, to learn how to adapt and be on the forefront of innovations in data strategy and advanced analytics to thrive in a post-ID marketing world. 

Sam Shapiro-Kline
Director of Growth Neustar, A TransUnion Company
View Event Recap
1:01pm
- 1:20pm

LEVERAGE THE DEMOCRATIZATION OF DATA TO BRING INTELLIGENCE ACROSS YOUR ORGANIZATION

Winnie Shen, SVP of the Data Cloud at Zeta Global, shares ways on how to leverage robust consumer insights across your organization.

Winnie Shen
Senior Vice President of the Data Cloud Zeta Global
View Event Recap and Related Materials
1:21pm
- 1:40pm

MEASURING THE LONG AND SHORT RUN IMPACT OF BRAND INVESTMENTS

Many CMOs struggle to justify upper funnel advertising, as brand health is difficult to link with direct response performance. This session covers detailed, proven methods for measuring both short- and long-term brand impacts on revenue growth, as well as approaches to integrate these methods into more traditional, linear marketing measurement tactics.

Listen in and learn how to:

• Measure upper-funnel investment impact using time series-based brand health metrics
• Put brand, mid-funnel and demand gen tactics on a level playing field
• Measure the stickiness of brand metrics over time

Andy Hasselwander
Chief Analytics Officer MarketBridge
View Soundbites and Presentation
1:40pm
- 2:16pm

SELECTING A CUSTOMER DATA PLATFORM FOR ENTERPRISE-WIDE SUCCESS

Choosing the right customer data platform (CDP) sets the foundation for data and technology success. Learn the key criteria to look for so your teams can maximize the value of your CDP, hear how industry leaders operationalize data and technology for their organizations, and understand the benefits of a true platform approach to data management.

Sundeep Parsa
VP, Products, Adobe Experience Platform, CDP & Customer Journeys Adobe
View Soundbites and Presentation
2:16pm
- 2:36pm
BREAK

2:37pm
- 2:56pm

ENABLING THE FUTURE ENTERPRISE

Without accurate and innovative identity, a brand cannot make sense of all the signals collected at the intersection of every inbound and outbound engagement.  Without valuable demographic and propensity data, a brand cannot fully understand customers and the drivers of their unique behaviors. Identity and data have to be in lockstep to create a complete and unified view of customers.  See examples of how a complete customer view enables the enterprise to power smarter media buying decisions and fuel relevant and timely engagement decisions for top brands.

Kyle Hollaway
Global Head of Identity Acxiom
Dustin Raney
Identity Innovation Acxiom
View Event Recap
2:57pm
- 3:30pm

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
View Video
3:30pm
- 4:05pm

MANAGING IDENTIFIERS – THE LATEST DEVELOPMENTS

Consumer demand for more respectful and transparent use of their data, platform evolutions, and a proliferation of new solutions will require new consumer-focused and privacy compliant technologies, and the skills, partners, and agile ways of working to create differentiating customer experiences that safely and effectively outperform competitors and drive growth. This session will provide you with a Real-Time update on the changes taking place as well as recommendations on what you can do to stay informed and be prepared. 

Lou Mastria
Executive Director Digital Advertising Alliance
View Presentation and Video
4:05pm
- 4:10pm
CLOSING REMARKS

Michael Donnelly
Executive Vice President-Marketing Technology ANA
Tuesday, October 4, 2022
11:00am
- 11:03am

WELCOME & OPENING REMARKS

Mark Kaline
SVP Data & Analytics ANA
11:03am
- 11:39am

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
View Event Recap
11:40am
- 12:11pm

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 and Learning COE Estée Lauder
View Event Recap and Related Materials
12:11pm
- 12:32pm
BREAK

12:32pm
- 12:52pm

WHAT’S NEXT IN OMNICHANNEL – PERSONALIZATION AND MEASUREMENT BOTH OFFLINE AND ONLINE

The data revolution was born in the financial markets.  The original quantitative analysts taught us that a diversified portfolio would outperform a highly concentrated one, especially during a time of external shocks.  Today, while cookies are being phased out and privacy regulations are being passed, many companies find themselves with a portfolio of advertising channels that are mostly screen-based, interrupt-driven and reliant on cookies.

The martech revolution has given us a choice.  The tools that powered the growth of digital channels now provide the same ease of use, personalization, targeting, triggering and measurement to offline channels.  It’s time for true omnichannel campaigns.

Ray Van Iterson
Manager of Marketing Strategy USPS
View Event Recap
12:53pm
- 1:29pm

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
View Event Recap and Related Materials
1:30pm
- 1:51pm

LEVERAGING DATA AND ANALYTICS TO PLAN FOR ECONOMIC UNCERTAINTY

With a potential economic downturn looming, uncertainty represents a major challenge for business and marketing leaders. Consumer behavior is changing rapidly, category demand is decreasing, inflation is rising, prices are increasing, and your competitors are increasing their investments. Businesses are greatly impacted by these external factors. How do you incorporate these market changes in your marketing analytics program in real-time? Join Senior Director of Commercial Success at Analytic Partners, Joshua Bayne to learn how to confidently speed up decision making to help your business thrive in today’s quickly changing world. 

Joshua Bayne
Senior Director of Commercial Success Analytic Partners
View Event Recap
1:51pm
- 2:40pm

DELIVERING ON THE PROMISE OF “TRAVEL TRANSFORMED:” HOW THE WORLD’S 2ND BUSIEST AIRPORT IS USING HUMAN-CENTERED INNOVATION TO DRIVE PERSONALIZED SERVICE

Few industries were as affected by the COVID-19 pandemic as the travel industry, but in crisis, innovation opportunities abound. Join Dallas-Fort Worth International Airport’s Vice President of Innovation, Jodie Brinkerhoff, for a discussion about how the world’s second busiest airport prioritizes innovation opportunities, how they pivoted during the pandemic, and how one small, well-timed trial of a digital human, is opening up vast opportunities for personalized service across the airport.

Jodie Brinkerhoff
VP, Innovation DFW Airport
View Event Recap
2:40pm
- 3:00pm
BREAK

3:00pm
- 3:29pm

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
Mike Storm
COO & Partner Neurons
View Video
3:30pm
- 4:05pm

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
View Event Recap
4:05pm
- 4:10pm
CLOSING REMARKS

Mark Kaline
SVP Data & Analytics ANA

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