OPENING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

KEYNOTE: THE POWER OF MEASUREMENT AT ULTA BEAUTY

Michelle Crossan-Matos, CMO at Ulta Beaty, joins us to kick off our conference and discuss the power of measurement at Ulta Beauty. Hear how Ulta leverages data and metrics at the C-suite level to drive strategic decisions and accelerate growth.

Michelle Crossan-Matos

Chief Marketing Officer Ulta Beauty

MEASUREMENT A KEY DRIVER IN PANERA’S CUSTOMER LOYALTY PROGRAM

For Panera, enhancing the customer experience and driving loyalty is key. In this session, hear from Meenakshi Nagarajan, SVP of Recurring Revenue & Loyalty at Panera Bread on how the company leverages personalization and omnichannel experience to drive connections with consumers.

Meenakshi will also outline the role of measurement and data in Panera’s customer loyalty program and how Panera keeps its customers engaged through digital interactions and rewards.

Meenakshi Nagarajan

SVP, Recurring Revenue & Loyalty Panera Bread

BEYOND THE LAST CLICK: DISCOVER THE POWER OF TIKTOK WITH POST PURCHASE SURVEY PARTNERS

Looking to gain a better understanding of your customer journey? Join TikTok, Fairing and BlendJet for a discussion on how brands are utilizing zero party data to gain valuable insights, including how customers find their brand and become loyal shoppers.

During the panel, we'll explore common challenges around attribution and how to overcome them and practical tips on using post-purchase survey data to improve customer experience and drive business growth. We will also discuss leveraging tools like the Post Purchase Survey to improve your brand's attribution strategy and help you better understand how customers are discovering your brand on TikTok.

Bahar Bozdogan

Global Product Marketing Lead - Measurement and Brand Safety TikTok

HOW AN EVOLVING AUDIENCE MEASUREMENT APPROACH IS HELPING FUEL NASCAR’S FUTURE

Celebrating its 75th anniversary in 2023, NASCAR has grown from humble beach beginnings into the No. 1 form of motorsports in the U.S. and a global entertainment brand that sanctions more than 1,200 races annually across 12 different countries.

Recently, NASCAR is riding a wave of positive momentum from bold decision-making across the board as it’s introduced a new race car, innovative new race events like a temporary track inside the Los Angeles Coliseum and it’s first-ever street race in Chicago this July, and welcomed new team owners like Michael Jordan and Pitbull (yes, that Michael Jordan and Pitbull) – all in the past few years. Now the sanctioning body is negotiating new media rights deals that will shape the future of how fans consume the sport.

Safe to say a keen understanding of how the sport is resonating with audiences is a critical contributor the success of everything above and beyond.

Join NASCAR’s Senior Director of Audience Insights, Kyle Parrish, as he discusses the league’s evolving approach to measuring its audience, educating a complex industry ecosystem on these insights and supporting the high-level decision-makers who are forging NASCAR’s future.

Kyle Parrish

Sr. Director, Audience Insights NASCAR

MEASUREMENT IN AN EVOLVING PRIVACY LANDSCAPE

Join LinkedIn for a presentation about how privacy regulations are impacting existing measurement approaches and what steps marketers can take to evolve their measurement strategies. LinkedIn will also share more about what this means for the advertising industry more broadly in a fireside chat with ANA.   

Jae Oh

Director of Product Management LinkedIn

HOW TO LEVERAGE AI TO FILL IN THE GAPS IN YOUR CONSUMER UNDERSTANDING

Today’s consumer won’t accept a one-size-fits-all experience, and you can’t create their preferred one-size-fits-one experience with demographics and transaction data alone. That’s why leading brands across industries are leveraging AI to fill in the gaps of their consumer understanding and build more effective and efficient campaigns. AI is accelerating marketing transformation and enabling brands to understand the whole human of today and predict what they will want tomorrow for faster action, stronger 1:1 relationships and higher performance across the organization.

Ericka Podesta McCoy, Resonate CMO, shares what you should look for when enriching your data to create a better understanding of your customers at the individual level. With fresh, relevant information on consumer sentiment, preferences and behavior, you can create one-size-fits-one messaging to enhance and grow loyalty and revenue at every step of the customer lifecycle.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

BUILDING A MULTI-CULTURAL & INCLUSIVE BRAND MARKETING STRATEGY

In this session, Lanae Jackson, Sr. Manager of Multicultural Marketing at Nissan will outline the role of measurement in a successful multicultural marketing strategy. Lanae will outline the metrics, points of analysis, and insights that fuel Nissan’s multicultural-driven goals.

Lanae Jackson

Sr. Manager, Multicultural Marketing Strategy Nissan

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

OPENING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

TRANSFORMING BRAND TRACKING - MOVING FROM MEASUREMENT TO STRATEGIC GUIDANCE

With a strategic goal to deepen the emotional connection between consumers and brand, Mastercard has reimagined its global tracker as a strategic program designed to both measure brand health and surface insights to guide the organization in achieving its strategic objectives. Together, Mastercard and Coherency have developed the proprietary Mastercard Brand Affection Index program; a program which is key to monitoring the overall relationship between consumers and the brand while fueling brand and product strategies to inform positioning, messaging, innovation, partnerships, and beyond.

Hear from Mastercard Vice President of Global Foresights, Insights & Analytics Laura Van Hoof and Coherency Co-Founder & President Jeff Meleski as they discuss this breakthrough approach which extends well beyond the conventional brand tracker.

Laura Van Hoof

VP, Global Foresights, Insights & Analytics Mastercard

NIELSEN’S COMMITMENT TO ADVANCING MEASUREMENT FOR ALL AUDIENCES

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through an understanding of people and their behaviors across all channels and platforms, Nielsen empowers companies to connect and engage with their audiences. Hear from Matt Devitt, GM of Nielsen ONE Product Sales & Strategy, on how they are advancing measurement – now and into the future.

Matt Devitt

SVP, Nielsen ONE Product Sales & Strategy Nielsen

GENERAL MILLS’ FUTURE-FORWARD APPROACH TO MEDIA STRATEGY

In this session, Neelima Panuganti, Consumer Insights & Analytics Leader at General Mills will share how changes and challenges in data have led to new ways of working at General Mills. Hear how measurement tools and strategies of the past must evolve for the future, unlocking action and new ways of working that can be applied to brands of all sizes.

Neelima Panuganti

Consumer Insights & Analytics Leader General Mills

RIGHT-SIZING THE FUNNEL: ANALYTICALLY BALANCING AWARENESS, CONSIDERATION AND DEMAND CAPTURE DOLLARS

In today's competitive marketing landscape, striking the perfect balance between upper and lower funnel tactics is essential. Many businesses over-invest in down-funnel tactics, like paid search and affiliate marketing, due to their last-touch measurability. However, neglecting upper funnel strategies can hinder long-term success.

We discuss the best way to measure the effectiveness of upper funnel tactics via econometric approaches like MMM (marketing mix modeling) and show that although long-run effects of brand investment take time to show up, produce long-term impact. By right-sizing the funnel and considering long-term brand effects, marketers can build a robust, balanced marketing strategy that drives sustained growth.

Andy Hasselwander

Chief Analytics Officer MarketBridge

LEADING THE WAY: NAVIGATING A PATH FORWARD IN TODAY’S MEASUREMENT ENVIRONMENT

As Global Head of Data, Insights and Analytics, James Cummings leads macro-level strategic efforts based on data and insights to create value across Mars Wrigley.   Drawing on his professional experience and continuing studies in complexity leadership, James will provide an overview on how leaders can utilize the right tools, information, technology, and human intelligence to establish an infrastructure of high-performing teams with capabilities to drive a company forward.

This session will overview the impact of an evolving measurement landscape on Mars, and how teams across the organization have been developed to address and navigate changes in measurement in order to quickly respond and provide future-focused solutions. 

James Cummings

VP, Global Head of Data, Insights & Analytics Mars Wrigley

EQUITABLE AI: INDEED'S APPROACH TO AI AND HELPING ALL PEOPLE GET JOBS

The technological landscape is rapidly shifting and advances in AI are leading the way. Trey Causey, Head of AI Ethics & Director of Data Science at Indeed, will discuss how Indeed approaches the use of AI while keeping fairness and equity for job seekers at the forefront. He will discuss how AI models such as ChatGPT are potentially transformative for how people work, but must be approached with a considered ethical, legal, and financial framework.

Trey Causey

Head of AI Ethics & Director of Data Science Indeed

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA