INDUSTRY ROUNDTABLE – TOP DATA PRIORITIES FOR 2023

One of the most difficult challenges marketers face today is keeping up with an evolving and constantly changing data ecosystem. Just when you think you have a good handle on things, the puck moves, and you are back to chasing the latest new thing. It’s always helpful to have a series of priorities to help you and your organization stay focused on delivering positive outcomes, while staying on top of the latest software, privacy restrictions and new AI capabilities.

In this session, Dr. Devyani Sadh, CEO/CDO of Data Square, and co-chair of the ANA Analytics & Data Science committee, will lead an intimate roundtable discussion with a panel of experts — all of whom have been named to CDO Magazine’s Global Power Women list. The roundtable will cover the top data priorities for 2023 and offer a preview into what’s next for 2024.

Dr. Devyani Sadh

CEO / CDO Data Square

WELCOME REMARKS

DATA-DRIVEN MARKETING ANALYTICS IN A CHANGING ECOSYSTEM

As customer expectations grow, how does a brand most effectively deliver personalization and journey management to delight people amid a growing amount of noise? The better you know your customers, the more likely you are to deliver value and strengthen relationships. Can you answer questions like:
• What are the most common and important features of my best customers?
• Where should I focus my marketing? What segments are most prominent in my customer base?
• What does my audience care about? How do they spend their spare time? How do they consume media?
Your marketing analytic environment needs to integrate seamlessly with your marketing tech stack and help you solve business problems. Access to interrogate, connect and visualize data is critical as well as having a platform that scales and adapts as your business evolves. Learn from real world examples of brands harnessing data to increase marketing effectiveness and impact the bottom line.

Dean Westervelt

VP, Analytics Industry Strategist - Insurance & Healthcare Acxiom

HOW TO WIN THE RACE TO AGILE MARKETING

The road to a winning data-driven marketing approach is littered with failed implementations. Data management challenges, organizational silos, proliferation of media channels, and ID deprecation have made it more difficult to successfully execute marketing attribution today. Join Marc Vermut, VP The Knowledge Lab at TransUnion, and a Fortune50 brand leader as they discuss their partnership in building an advanced marketing analytics practice, how best to leverage MTA to optimize marketing investments, and the roadmap for a successful partnership across key stakeholders.

Marc Vermut

VP, The Knowledge Lab TransUnion

COFFEE BREAK

HOW BEST-IN-CLASS INSIGHTS & ANALYTICS LEADERS DRIVE REVENUE WITH AI-POWERED DATA

Keeping pace with consumer preferences at the rate they evolve today makes it critical for marketers to access best-in-class data and technology. Using deep, fresh, privacy-safe data helps marketers discover opportunities to improve marketing and customer experience, throughout the customer lifecycle, and accelerate revenue growth. Join Disney Parks’ Director of Customer Engagement Delivery & Analytics, Bridgette Rippel Vargas and Ericka Podesta McCoy, Chief Marketing Officer at Resonate, for this fireside chat to learn how to leverage Al-powered data to facilitate more effective decision-making across the organization. 

Bridgette Rippel Vargas

Director, Customer Engagement Delivery & Analytics Disney Parks, Experiences and Products

THE OUTLOOK FOR DATA ANALYTICS

Marketing’s increasing need for deeper, faster insights, performance and measurement is transforming marketing analytics. Winterberry Group will share insights on understanding the latest trends and dynamics shaping how companies are leveraging marketing analytics, and the investments that will be required to effectively become an analytics-driven organization.
Key Themes:
• How marketing analytics has and will evolve across marketing use cases (insights, activation, measurement, attribution and optimization), and the opportunities and the challenges present today and in the future
• An assessment of the current state of the analytics including technology stack - data management, tools for descriptive, predictive, and prescriptive analytics and decisioning, people and process that will enable brands to effectively deploy analytical solutions
• What may impact the ability to deliver value from analytics investments, including privacy, regulatory and loss the of identifiers, changes in channel mix and related other developments shaping the marketing analytics industry
• How brands organize internal resources, the demand for talent and the role of agencies and other partners in supporting adoption and the drive for organizational maturity
• The outlook for spend and adoption of marketing analytics practices, technologies, and utilization 2022, 2023-2026

Bruce Biegel

Senior Managing Partner Winterberry Group

BREAKFAST SESSION: FAST TRACK YOUR TIME TO VALUE WITH DATA-POWERED INTELLIGENCE

Modern marketers have access to more data than ever before, but that doesn't mean they're using it effectively. In this session, we'll help you determine the best way to get the most out of your first-party data so you can elevate your marketing strategy and drive outcomes for your business, like:

• Leveraging a combination of 1st and 3rd party data to out-personalize your peers
• Seamlessly managing, and acting on, data signals to understand when and where a purchase will happen, whether online or in-store
• Leaning on AI to manage inventory, move product without losing margin, and more

Join us and learn how to craft meaningful, intelligent omnichannel experiences—all the way from acquisition to retention.

Daniel Eisenhut

Group Vice President, Technology Strategy Zeta Global

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

FUTURE PROOFING YOUR MARKETING STRATEGY

Marketers are in the middle of dramatic change. The industry playbook brands used five years ago is no longer relevant as new technologies abound. So how do brands stay in the hearts and minds of the people they serve? Emerging technology enables marketers to build authentic connections, grow lasting communities and enhance people’s passion and purpose. Hear from Mastercard Chief Marketing and Communications Officer Raja Rajamannar on the lessons learned from navigating the next frontiers of marketing — from the Metaverse to NFTs to AI — while staying true to your brand.

Raja Rajamannar

Chief Marketing and Communications Officer & President, Healthcare Business Mastercard

HOW DATA DRIVES TRANSFORMATION AT GENERAL MOTORS

Transforming an iconic, 100+ year old brand like GM doesn’t happen overnight.  The automaker is leaning heavily on data at the core of their transformation and to that end, GM is building a powerful, new data management architecture designed to elevate propensity-based marketing activities into compelling, dynamic, and personalized audience experiences. In this keynote, Ajay Kapoor, Global Director, Performance Driven Marketing and GM, will share insights and learnings from the work his team is doing to ensure every customer experience is successful, while respecting each consumer’s information and desire for transparency and security.

Ajay Kapoor

Global Director - Performance Driven Marketing General Motors

A PICTURE IS WORTH A THOUSAND WORDS: USING DATA TO TELL THE STORY

With agility that transcends traditional marketing, Tiffany Perkins-Munn orchestrates aggressive strategies to identify objectives, expose patterns and implement game-changing solutions. As the head of data and analytics for the innovative CDAO organization at J.P. Morgan Chase, her knack involves unraveling complex business problems through operational enhancements, augmented financials and intuitive recruiting. After over two decades in the industry, she consistently forges robust relationships across the corporate spectrum, becoming one of the Top 10 Finalists in the Merrill Lynch Global Markets Innovation Program.   In this session, you’ll hear how Tiffany and her team tackle problems in the highly regulated world of financial services using data and technology to deliver long-term sustainable growth despite economic headwinds.

Please note this session will not be available for on-demand viewing and must be watched live.

Tiffany Perkins-Munn, Ph.D.

Managing Director, Head of Marketing Data & Analytics JPMorgan Chase & Co.

NEXT-GEN MARTECH-WHAT YOU NEED TO KNOW RIGHT NOW

Scott Brinker

VP Platform Ecosystems, HubSpot/Editor chiefmartech.com

HOW KIMBERLY-CLARK’S DIGITAL TRANSFORMATION IS ENABLING CONSUMER-CENTRICITY

Four years ago, Kimberly-Clark – the company behind iconic brands like Huggies®, Kleenex®, Kotex® and Cottonelle® – embarked on a digital transformation journey to enable greater ownership of its consumer relationships while creating increased mutual value during key moments of care. Josh Blacksmith, the senior director for global consumer relationships and engagement, will share the company’s vision and purpose-driven process through the interconnection of data, technology, creativity and innovative ways of working. He’ll also discuss some of the key lessons learned and best practices that have enabled Kimberly-Clark’s game-changing transformation.

Josh Blacksmith

Senior Director, Global Consumer Engagement Kimberly-Clark

LUNCH SESSION: THE FUTURE OF MARKETING IS COMMERCIAL INTELLIGENCE

Insights provided by marketing analytics are now used to optimizing pricing strategies, supply chain management, and even financial modeling. Learn how leading marketers are leveraging their expertise to better collaborate with their internal commercial partners, drive clearer outcomes, and expand their influence at the board-level.

Fred Chassé

General Manager, Americas Analytic Partners

THE FUTURE OF BUSINESS IS AI, OR OBSOLETE

With each day that passes, and each advancement in artificial intelligence technology, it is becoming more apparent that there will be three types of businesses in every industry: AI Native, AI Emergent and Obsolete.
Take any business and simply look for inefficiencies in repetitive processes, opportunities to drive revenue through greater predictive models (e.g. for customer acquisition, retention, or growth), and ways to unlock ideation and innovation through previously unattainable creative possibilities. 
AI makes all this possible. It is smarter technology that builds smarter businesses.
In this keynote, Paul Roetzer, Marketing AI Institute founder and CEO:

• Demonstrates how AI can drive digital transformation and growth. 
• Lays out a vision for AI-powered, next-gen businesses that will grow to dominate in the years to come.
• Presents a framework to pilot and scale AI in your company. 

Paul Roetzer

Founder & CEO Marketing AI Institute

THE RISE OF CLEAN ROOMS: THE EVOLUTION AND THE OPPORTUNITY FOR DISNEY

In today’s changing advertising industry, data, measurement and privacy are at the forefront of the conversation. Advertisers need measurable insights to ensure their brand campaigns are reaching their target audience and driving performance. Among the “future set” of advertising technology are Clean Rooms, which allow media buyers and sellers to engage in data collaboration in a privacy-focused way. 

Today, Disney Advertising is working alongside major media agencies and holding companies to demonstrate how advertisers can benefit from the technology, especially as it pertains to planning and insights, activation and measurement. Disney has been at the forefront of measurement innovation as a first mover in industrywide Alpha tests, and by enabling first-party measurement through a direct integration to Disney’s Audience Graph leveraging Clean Room technology. Join Dana McGraw, SVP of Audience Modeling and Data Science at Disney Advertising, for a fireside chat and Q&A that will focus on the future of clean rooms technology and how Disney is leading the way with its in-house, insights-focused offerings.

Please note this session will not be available for on-demand viewing and must be watched live.

Dana McGraw

SVP Audience Modeling & Data Science Disney Advertising

HOW PEPSICO IS WRITING THE PLAYBOOK FOR CLEAN ROOM SUCCESS FOR BRANDS

Clean Rooms are becoming an increasingly important tool for today’s modern marketers. The ability to improve business outcomes by accessing additional data signals in a privacy safe environment, make clean rooms one of the next big things marketers need to understand and embrace. In this session, you’ll hear from PepsiCo’s Data & Analytics team: Mark Risis, VP Strategy and Ecosystem, and Greg Carr, Head of Innovation, as well as Matt Kilmartin, Co-founder and CEO of Habu. They will share perspectives on the state of the clean room market, use cases and the value they deliver, and how PepsiCo is leveraging the technology to fuel it’s digital transformation. 

Mark Risis

VP Strategy and Ecosystem PepsiCo Data & Analytics

PASSION AND CREATIVITY + DATA AND TECHNOLOGY = LONG TERM SUSTAINABLE GROWTH

In this session, hear how Jennifer Mathissen, who joined CURO as CMO in 2022, has leveraged data and technology to drive growth, with an eye toward scaling customer relationships across CURO brands and regions, and while delivering modern products that enhance customers’ lives.

Jennifer Mathissen

Chief Marketing Officer CURO

DEEPER CONNECTIONS IN NEW DIMENSIONS

The metaverse is the next evolution in digital connection. Join Veronica Parker-Hahn, Director of Global Creative Council at Meta, as she details the progress on Meta’s vision for the metaverse and shares why attendees should be excited about the massive potential it has for their businesses. 

Veronica Parker Hahn

Director, Global & EMEA Creative Councils Meta

CLOSING REMARKS

DINNER SESSION: MOVING FROM A DIGITAL-FIRST TO A HYBRID MODEL FOR MARKETING

Going into 2023, many marketing organizations are moving from a digital-first strategy to a hybrid strategy mixing in more physical and in-person connections.

In this session, we explore how organizations can merge physical and digital marketing technology to unlock new innovations, including new capabilities from the United States Postal Service.

Chris Karpenko

Executive Director of Brand Marketing United States Postal Service

BREAKFAST SESSION: IT’S TIME TO COME CLEAN

Kelly Leger

Managing Director Deloitte Consulting

OPENING REMARKS

Michael Donnelly

Executive Vice President - Marketing Technology ANA

DRIVING EFFECTIVE DATA STRATEGIES ACROSS COMPLEX ORGANIZATIONS

Driving a data-centered marketing strategy across a complex organization with several high-powered, global billion-dollar brands is no small challenge.  In her most recent roles as SVP Carbonated Beverages at PepsiCo, and as Global CMO for Kimberly-Clark, Zena Arnold has been able to cultivate personalized, enduring and mutually beneficial relationships between brands and consumers while driving growth and maximizing return on investment. In this session, Zena will share best practices and key learnings for driving consistent and effective marketing across highly complex and matrixed global organizations.

Please note this session will not be available for on-demand viewing and must be watched live.

Zena Srivatsa Arnold

Former SVP, Carbonated Soft Drinks PepsiCo - Member ANA CMO GGC

GAMING AND WEB3: BRAND BUILDING IN THE NEW FRONTIER

As technology continues to evolve at a breakneck pace, brands are constantly scrambling for relevancy and share of voice on new channels. But should brands chase every new platform? How do brands stay true to themselves while continuing to evolve? How can you leverage gaming and emerging technology as part of your brand story to increase credibility among key audiences that are less likely to consume traditional content? In this session, you’ll hear from Beth Woodruff, Senior Director of Brand Strategy, Integrations, Gaming and Innovation, on how Ally is building its brand by using compelling content to engage consumers and meet the massive gaming audience in a space they already enjoy.

Beth Woodruff

Senior Director, Brand Strategy, Integrations, Gaming and Innovation Ally

PRIVACY AND PERSONALIZATION IN THE GAMING SPACE

The privacy discussions and policies are ramping up in 2023, and the gaming industry is not immune. In fact, the gaming industry has a lot at stake to get privacy and personalization right, especially as they deploy new monetization and advertising models.
In this session, Cary Tilds, Chief Strategy Officer at Frameplay will help you learn more about:
● The consumer risks of privacy and personalization in the gaming space
● Advertising opportunities (targeting, content, measurement) that respect gamers’ privacy
while enhancing the gaming experience

Cary Tilds

Chief Strategy Officer Frameplay

3rd PARTY COOKIES ARE DYING, YET MEASUREMENT OPPORTUNITIES KEEP EXPANDING

We all exhaled when Google gave us a reprieve on 3rd party cookies until 2024.  The time is now to develop a strategy to utilize emerging integrations starting to be tested by publishers and platforms.  There is Google’s Privacy Sandbox and Facebook PETs that require new data collection and pipeline solutions.  Establishing cloud infrastructure for managing private set intersection solutions with trusted partners is critical for future privacy requirements at the country, federal, and state levels.  And let’s not forget the 1st party cookie.  It’s not going away unless you don’t start implementing more durable, server-side solutions. Join Michael Stallone, Group Marketing Manager at Turbo Tax Integrated Media and Enablement, and Stuart Watson, SVP of Emerging Media and Technology at Camelot Strategic Marketing and Media as they discuss potential solutions targeting and personalization for the future.

Michael Stallone

Group Marketing Manager Turbo Tax Integrated Media and Enablement

DRIVING DATA ETHICS TO BUILD CONSUMER TRUST

Brands today are constantly experimenting with new ways to leverage data to effectively reach consumers. With this innovation, comes risk. Not just risk of violating regulations, but there’s the risk of compromising organizational values by leveraging data in a manner that’s inconsistent with consumer expectations. There’s an opportunity to mitigate this risk by developing a guide for the ethical use of data. A Data Ethics Guide can’t easily be summarized in a one-pager. There are many questions that need to be answered. How can brands set effective policies that not only enable marketers to activate this data with confidence, but simultaneously build trust with their consumers? Who makes these policies? How does a brand know when policy is needed? In this session, Mark Proulx, Head of Media Responsibility, will share how Kenvue is approaching this challenge and answering these questions as it prepares to separate from the Johnson & Johnson Family of Companies.

Mark Proulx

Head of Media Responsibility Johnson & Johnson Consumer Health

HOW HARD ROCK LEVERAGED DATA TO CREATE ITS FIRST EVER ENTERPRISE-WIDE LOYALTY PROGRAM

Seventy-one percent of consumers say loyalty programs are a meaningful part of their brand relationships. So, in 2021, Hard Rock partnered with business agency GALE to create its first ever enterprise-wide loyalty program – Unity – to unite its distinct properties, the likes of which have never been done for the company in its 50-year history. From hotels, to restaurants, to casinos, and Rock Shop, Hard Rock was able to tie together 140 million guest experiences under one robust platform.

With loads of customer data, Hard Rock successfully gained a truly unified view of their more than 10M loyalty members for the first time in the company’s history and a more seamless and personalized experience for their customers.

Early CRM pilots are leading to a 10-20 percent lift in revenue, and we are seeing a higher percentage of loyalty members in non-casino hotels just several months after launch. However, with the program now launched across the globe, Hard Rock expects to see a dramatic increase in revenue with more than $100M in upside potential.

In this session, hear Hard Rock’s SVP & CIO Macario Gallegos and GALE’s MD Andrew Noel break down the keys to building a successful loyalty program, the challenges they faced, and how they’re approaching loyalty in 2022 and beyond.

Macario Gallegos

SVP & CIO Seminole Hard Rock Support Services

CLOSING REMARKS