2024 ANA Marketing Technology for Marketers Conference | Events & Webinars | ANA

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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Pricing  |  Related Content  |  Registration

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, May 20, 2024
12:00pm
- 6:00pm
REGISTRATION OPEN

Tuscany Ballroom Foyer (IN-PERSON ONLY)
12:30pm
- 12:40pm

WELCOME REMARKS

Opening remarks to welcome attendees to the conference and communicate what to expect over the next few days.

John Hardy
SVP, MarTech ANA
Tuscany Ballroom EFGH (IN-PERSON ONLY)
12:40pm
- 1:15pm

DEMYSTIFYING THE DATA LAYER – THE TRANSFORMATION OF MARKETING DATA INFRASTRUCTURE

Hear the results of this important research conducted by The Winterberry Group that provides insight into the rapidly evolving and increasingly complex “data layer” of the marketing and advertising technology ecosystem, with a specific focus on the trends and dynamics shaping the state of data infrastructure investment, how it is currently undergoing transformation and its trajectory for the future.

Speaker TBA
Acxiom
Tuscany Ballroom EFGH (IN-PERSON ONLY)
1:15pm
- 2:45pm

HOW TO CONDUCT A MARTECH STACK AUDIT

The world of marketing technology is rapidly evolving, and keeping pace is vital to stay competitive. By assessing your current MarTech stack based on your specific needs, you'll gain insights into its strengths, weaknesses, and areas where it falls short of supporting your organization's goals.  In this session you will learn how to take the first step in harnessing the full potential of your stack by conducting a comprehensive audit that will help you design and build a stack that is ‘best-fit-for-purpose’ to support your most complex use cases and to develop a roadmap that leads you towards MarTech success.

Darren Rankine
Partner of Marketing Technology Transparent Partners
Tuscany Ballroom EFGH (IN-PERSON ONLY)
2:45pm
- 3:00pm
NETWORKING BREAK

Tuscany Ballroom Foyer (IN-PERSON ONLY)
3:00pm
- 3:35pm

EFFECTIVE UTILIZATION OF DATA CLEAN ROOM

Learn how data clean rooms are paving the way for a privacy and data-driven future for the marketing & advertising industry.  You’ll learn about the data clean room applications that are showing the quickest ROI, how they are helping marketers build audiences more effectively and best practices for building privacy-first data relationships.

Speaker TBA
TransUnion
Tuscany Ballroom EFGH (IN-PERSON ONLY)
3:35pm
- 4:35pm

DATA COMPLIANCE WORKSHOP – ADDRESSING DATA COMPLIANCE IN A COOKIELESS WORLD

As the industry adopts new solutions to sustain addressability, attribution, and media quality in a cookieless world, companies are expected to exercise greater oversight of the first party data they capture as well as websites they collect the data on. This workshop, led by Compliant, will offer you tools and strategies to improve your data compliance profile and reduce regulatory and reputational risk.

Elliot Bell
COO Compliant
Nicole Vinson
Global Vice President Kellanova
Tuscany Ballroom EFGH (IN-PERSON ONLY)
4:35pm
- 5:10pm

BUILDING A STRONG ATTRIBUTION STRATEGY

At first glance, attribution seems pretty straight forward. However, customers are very rarely targeted by just one of your marketing campaigns. This means that marketers need to decide which touchpoints get credit for driving conversions and how to organize that data in order to understand what’s working.

In this presentation, we will walk marketers through a few of the commonly used attribution models, discuss how they can apply them to their businesses, and review how to use them to test and adapt.

Cathy Bergstrom
Vice President of Product Adroll
Tuscany Ballroom EFGH (IN-PERSON ONLY)
5:10pm
- 5:20pm

CLOSING REMARKS

John Hardy
SVP, MarTech ANA
Tuscany Ballroom EFGH (IN-PERSON ONLY)
6:00pm
- 7:00pm
RECEPTION

Join us for cocktails and groove to the smooth sounds of acoustic guitarist Steven Wales as he creates his own unique interpretations of pop hits from the 70’s to today.

Da Vinci Lawn & Terrace (IN-PERSON ONLY)
Tuesday, May 21, 2024
7:00am
- 7:30pm
REGISTRATION OPEN

Tuscany Ballroom Foyer (IN-PERSON ONLY)
7:30am
- 8:30am
BREAKFAST  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:00am
- 8:20am

BREAKFAST SESSION

Speaker TBA
Resonate
Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:30am
- 8:45am

THE INEXTRICABLE LINK BETWEEN MARKETING & TECHNOLOGY

Hear from ANA Leadership on the market trends and forces that are driving marketers’ priorities and investments in technology and data, and what the ANA is doing to help our members maximize their returns on those investments.

Bill Tucker
Group Executive Vice President ANA
Tuscany Ballroom ABCD (HYBRID)
8:45am
- 9:00am

ANNOUNCEMENTS & HOUSEKEEPING

Michael Donnelly
Executive Vice President ANA
Tuscany Ballroom ABCD (HYBRID)
9:00am
- 9:35am

CREATIVE IS STILL THE BIG FISH IN A SEA OF TECHNOLOGY & DATA

In a data-driven world where technology is becoming synonymous with marketing, it’s critically important that brands always lead with compelling creative as the central focus for any marketing campaign.  Creative is still the key driver of growth and customer engagement where technology and data are key to amplifying that great creative and getting it to the right customer at the right time and place with the right message.  Hear how Seaworld is filling the tank with great creative and customer activations to drive traffic and brand loyalty.

Marisa Thalberg
Chief Marketing and Communications Officer United Parks & Resorts
Tuscany Ballroom ABCD (HYBRID)
9:35am
- 10:10am

THE STATE OF MARTECH 2024: MARKETING IN THE AGE OF AI

Marketing and marketing technology are changing significantly, as AI reshapes the landscape of what is possible and what is expected. In this keynote presentation, Scott will explain these changes — avoiding jargon and hyperbole — and provide guidance on how to navigate them successfully. Topics will include the shift to a universal data layer, the rise of "composable" martech stacks, and the emergence of AI agents to serve both marketers and consumers. It's an exciting inflection point for our industry and an opportunity to gain a competitive advantage in your marketing operations and customer-facing digital experiences.

Scott Brinker
VP Platform Ecosystem HubSpot
Tuscany Ballroom ABCD (HYBRID)
10:10am
- 10:30am
NETWORKING BREAK

Tuscany Ballroom Foyer (IN-PERSON ONLY)
10:30am
- 11:05am

ADDRESSABILITY – MAXIMIZING THE UTILITY OF IDENTITY FOR BETTER CONNECTION AND SAFETY IN A POST-COOKIE WORLD

Hear about Bank of America’s ‘Zero PII’ platform that sets an enterprise standard for sensitive data integration and powers all of their MarTech integrations and advanced use cases for data collaboration, open advertising and more leveraging advances in cryptography and privacy enhancing tech to maximize connection while minimizing data security and privacy exposure.

Eddie Drake
Senior Vice President, Marketing Data Strategy Bank of America
Tuscany Ballroom ABCD (HYBRID)
11:05am
- 11:40am

BETTING BIG ON C-SUITE COLLABORATION TO ACCELERATE INNOVATION IN MARTECH

Gain invaluable insights from a modern Chief Information Officer (CIO) on the importance of collaboration and unity across the C-Suite to accelerate innovation and investments in technology to drive better business outcomes.

Macario Gallegos
CIO Hard Rock Café
Tuscany Ballroom ABCD (HYBRID)
11:40am
- 12:15pm

REDEFINING MARKETING PERFORMANCE IN A PRIVACY-FIRST WORLD

Businesses have historically relied on data to reach the right people, at the right time, with the right message. But how we use data today looks different given evolving regulations, ongoing platform changes, deprecation of 3rd party cookies, and people’s changing expectations on data transparency. Leading marketers are taking action now to gain a competitive advantage, which sits on the foundation of consumer trust.

Join this session to learn 5 ways the world’s most advanced marketers are evolving to gain a competitive advantage ahead of the next generation of data-driven advertising. You’ll walk away inspired to find new ways to build privacy-first relationships with customers, and how to unlock the potential of customer data to drive performance.

Jamie Seltzer
Global EVP, CSA and Mx Analytics Havas Media Group
Meta Speaker TBD
Tuscany Ballroom ABCD (HYBRID)
12:15pm
- 1:15pm
LUNCH  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
12:40pm
- 1:00pm

LUNCH SESSION

Speaker TBA
Analytic Partners
Tuscany Ballroom EFGH (IN-PERSON ONLY)
1:15pm
- 1:50pm

HEINEKEN’S SECRET BREW TO CONNECTING WITH CUSTOMERS

Discover how Heineken harnessed the synergy of cross-functional teamwork and a pioneering data-first mindset to rapidly adopt and tailor cutting-edge MarTech tools. This strategic approach not only accelerated Heineken's journey but also set a new standard in connecting and resonating with customers and consumers alike, through the artful delivery of flawless digital experiences.

Russ Moretti
Senior Director, Consumer Data Strategy Heineken
Tuscany Ballroom ABCD (HYBRID)
1:50pm
- 2:25pm

GO BOLD OR GO HOME: KELLANOVA’S MARKETING TRANSFORMATION ANCHORED IN DATA AND MARTECH

Kellanova, a spinoff of the Kellogg Company, is on a mission to build iconic brands and be the world’s best performing snacks-led powerhouse. Marketing has a BOLD vision powered by data and martech. Nicole Vinson, Global Vice President, will join Aaron Fetters, CEO of Transparent Partners, to share details of their marketing transformation journey referencing major evolutions within their consumer data strategy, martech stack, measurement approach and operating models. Hear about the role of martech and data in bringing to life innovative consumer experiences from Pop Tarts, Pringles and Cheez It. If you enjoyed the Pop Tarts Bowl, you won’t want to miss this session.

Nicole Vinson
Global Vice President Kellanova
Aaron Fetters
CEO & Managing Partner Transparent Partners
Tuscany Ballroom ABCD (HYBRID)
2:25pm
- 3:00pm

EXPLORE TODAY’S CHALLENGES THAT MARKETING TECHNOLOGY & OPERATIONS LEADERS ARE FACING AND WHAT THEY ARE DOING ABOUT IT.

The panel will explore topics such as a) Strategies being implemented for a cookie-less world, b) Privacy as a focus for marketing; c) Driving adoption and utilization of our MarTech stack, d) Showing value/ROI from our MarTech investments, and e) Languages and taxonomy as part of the MarTech stack.

Moderator: John Hardy
SVP, MarTech ANA
Chi Ogbuehi
VP Marketing Technology NFL
Liana Cave
Sr. Director Content Orchestration Hilton
Joshua Nafman
VP Digital, Data, and AI Marketing Diageo
Nicole Vinson
Global VP Marketing Kellanova
Sonali Mathur
Global Director, Marketing, Data, Privacy, Operations General Motors
Tuscany Ballroom ABCD (HYBRID)
3:00pm
- 3:20pm
NETWORKING BREAK

Tuscany Ballroom Foyer (IN-PERSON ONLY)
3:20pm
- 3:55pm

SHARING THE KEYS TO UNLOCK CONTENT ORCHESTRATION TO ENABLE GLOBAL COMPLEX PERSONALIZATION – FROM IDEATION TO ARCHIVE

Hear about Hilton’s journey to creating a global digital content supply chain that supports complex personalization via customer journey mapping, composable creative assets and dynamic creative optimization in 21 languages.  You’ll learn how they work with technology partners to build the required functionality to enable their advanced requirements, and how they focus on organization design, talent development and creating optimal workflows to support their ambitions to be a leader in modern content orchestration.

Liana Cave
Senior Director, Content Orchestration, Global Marketing & Loyalty Hilton
Tuscany Ballroom ABCD (HYBRID)
3:55pm
- 4:30pm

EXAMINING THE POWER OF THE IDENTITY GRAPH AS A KEY COMPONENT OF YOUR MARTECH STACK

Hear how the smart use of an Identity Graph solution can increase effectiveness in identifying and building the right audiences, deliver campaigns across the most effective channels, and measure the true impact audiences and channels have on driving ROI.  Know more about who your customers and best prospects are, what devices they use, and how they use them.  Know more about where each customer and prospect engages, so you can reach them with a consistent message when and where they are most likely to interact with it.  Increase your ability to attribute exposure to conversions, so you’ll know what’s working, what isn’t and how to optimize each to improve your ROI.

Mike Nazzaro
CEO Claritas
Tuscany Ballroom ABCD (HYBRID)
4:30pm
- 5:05pm

THE SPIRIT OF MARKETING IN TODAY’S OMNICHANNEL ECOSYSTEM

Hear how Diageo innovates in marketing through the brilliant use of data to target audiences efficiently and effectively, reducing their cost per engagement while increasing the quality of their engagements, thereby driving growth, customer acquisition and retention.

Joshua Nafman
VP Digital, Data, and AI Marketing Diageo
Tuscany Ballroom ABCD (HYBRID)
5:05pm
- 5:15pm

CLOSING REMARKS

Michael Donnelly
Executive Vice President ANA
Tuscany Ballroom ABCD (HYBRID)
6:00pm
- 7:00pm
RECEPTION

Da Vinci Lawn & Terrace (IN-PERSON ONLY)
7:00pm
- 8:30pm
DINNER  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:00pm
- 8:20pm

DINNER SESSION

Speaker TBA
United States Postal Service
Tuscany Ballroom EFGH (IN-PERSON ONLY)
Wednesday, May 22, 2024
7:30am
- 8:30am
BREAKFAST  

Tuscany Ballroom EFGH (IN-PERSON ONLY)
7:50am
- 8:05am

BREAKFAST SESSION: UNTANGLING YOUR TECH STACK FOR A NEW ERA OF EFFICIENCY

Let’s talk about the reality you live day in and day out. Unfortunately, that likely includes a ton of roadblocks caused by your martech, even more workarounds than you can count, and a strategy that can feel duct-taped together on your worst days – all of which may feel out of your control. But some of the most successful enterprise brands (think Expedia, T-Mobile, OpenTable) have radically changed the amount of work – and time – it takes to get campaigns out the door. Tune in to find out how they’re thriving in this new era. 

Elizabeth Weddle
Director of Product Marketing MessageGears
Tuscany Ballroom EFGH (IN-PERSON ONLY)
8:30am
- 8:35am

OPENING REMARKS

John Hardy
SVP, MarTech ANA
Tuscany Ballroom ABCD (HYBRID)
8:35am
- 9:10am

THE MEAT OF MARKETING: SONNY’S BBQ’S DATA-DRIVEN JOURNEY INTO THE DIGITAL AGE

In an era where digital transformation is pivotal, Peter Frey shares the journey of a brand with rich, traditional roots as it navigates through today’s modern digital landscape. By developing new digital platforms, a refined customer experience, an extensive email consumer database, and research-driven persona building, Sonny’s BBQ has officially entered its next chapter and is currently reaping the rewards. This session will showcase how integrating cutting-edge data analytics can rejuvenate and redefine the essence of heritage brands, offering a roadmap to thriving in today's market.

Peter Frey
Chief Brand Officer Sonny’s BBQ
Tuscany Ballroom ABCD (HYBRID)
9:10am
- 9:45am

MARTECH AS THE DRIVING FORCE IN GENERAL MOTORS MARKETING COMMUNICATIONS

Learn how General Motors drives customer consideration and purchase intent through the effective use of technology and data to develop key insights that drive effective content and communications strategies.

Sonali Mathur
Global Director, Marketing, Data, Privacy, Operations General Motors
Tuscany Ballroom ABCD (HYBRID)
9:45am
- 10:20am

DESIGNING YOUR MARTECH STACK TO ENABLE THE MODERN CONTENT SUPPLY CHAIN

Hear from a Digital Asset Management Industry legend and thought-leader David Lipsey on the critical foundational role that DAM’s are playing in the modern martech stack and how generative AI is a game-changer in modernizing the digital content supply chain.

David Lipsey
DAM Industry co-founder & Strategist, Author & Lecturer Managing Partner, FCx3, LLC
Tuscany Ballroom ABCD (HYBRID)
10:20am
- 10:40am
NETWORKING BREAK

Tuscany Ballroom Foyer (IN-PERSON ONLY)
10:40am
- 11:15am

HOW JACK DANIELS IS DRIVING GLOBAL CONTENT & PERSONALIZATION AT SCALE WITH TENOVOS

Over the last decade, there has been a proliferation of product and marketing content across industries as brands strive to tell their story and inspire and engage today’s modern consumer across campaigns and channels.

To keep up with this demand, companies are under increasing pressure to streamline the complexities of the content and marketing supply chain, from creation to consumption all the way through distribution, allowing consumer-ready content to be delivered in hours when it used to take weeks and months.

One such company is Brown-Forman, which owns several global liquor and wine brands, including Jack Daniels and Woodford Reserve. This session will cover:

  • The process of taking content from photoshoot to billboard
  • How to automate and streamline the complexities of the content supply chain process
  • The role of a modern, digital asset management platform - no longer where your content goes to die
  • Why monolithic suites of technology are slowing your creative and marketing teams down
  • Which KPIs you should be reporting to your executive teams

 

Shelley Schippert
Director, Global Marketing Content & Information and Content Studio Brown-Forman
Sal Hakimi
Co-Founder Tenovos
Tuscany Ballroom ABCD (HYBRID)
11:15am
- 11:50am

DEMYSTIFYING COMPOSABILITY: THE SECRET TO SUCCESSFUL MARKETING-LED ADOPTION

Successful digital transformation requires marketing’s deep involvement to ensure new technology solutions benefit the customer. No one knows this better than Riham El-Lakany, who has served as Chief Marketing & Communications Officer for enterprise-scale organizations like BJC HealthCare, Freddie Mac and Prudential.
Having sponsored and spearheaded multiple digital transformations, Riham will sit down with digital transformation collaborator Eric Feige, Managing Director of Strategy for VShift, for an intimate conversation where they will share lessons learned and touch on topics including:
  • What composability is – in a business context, and how adopting decoupled web architectures allow even the most complex regulated organizations to nimbly innovate and go to market faster;
  • How companies can seamlessly sunset and leverage their legacy systems as they adopt newer, more adaptable models;
  • The value of cross-functional governance in enterprise-scale digital transformations;
  • How “beacon projects” can keep stakeholders engaged and show smaller-scale transformation successes and much more.
This session covers practical applications of composability, and the case studies that Riham and Eric will present are examples of great marketing powered by technology and data.

Riham El-Lakany
SVP, Chief Marketing and Communications Officer BJC HealthCare
Eric Feige
Managing Director VShift
Tuscany Ballroom ABCD (HYBRID)
11:50am
- 12:25pm

UNLOCKING HUMAN BRILLIANCE THROUGH TECHNOLOGY – GETTING BETTER CONTENT TO CONSUMERS FASTER

With an explosion of channels, formats and audiences to reach every market, you can no longer rely on outdated processes, tech and methods to meet content demand. This session shows how a fully connected technology ecosystem can streamline operations, empower human creativity and enable marketers to deliver more compliant high-quality content, faster than ever before.

Simon Morgan
Head Strategic Business Development & Partnerships Comcast
Guido Derkx
CCO Storyteq
Tuscany Ballroom ABCD (HYBRID)
12:25pm
- 12:30pm

CLOSING REMARKS

John Hardy
SVP, MarTech ANA
Tuscany Ballroom ABCD (HYBRID)

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Thank you for registering for the 2024 ANA MarTech for Marketers Conference! To change, cancel, or reinstate your registration, please email registration@ana.net.

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Pricing  |  Register

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Pricing  |  Related Content  |  Registration