HOUSEKEEPING

Bill Tucker

Group EVP Industry Leadership, Data & Analytics, MarTech, Measurement ANA

RESPONSIBLE MARKETING – FOR PEOPLE AND FOR BRANDS

Consumer privacy and data expectations coupled with the dynamic and changing world of digital advertising are hot topics in the media, for legislators, and for brands. In this session we’ll explore how people truly feel about data use and the value they get in return,  what brands believe they need in order to thrive in today’s environment, and the intersection of the two.

Sheila Colclasure

Global Chief Digital Responsibility and Public Policy Officer Kinesso

OVERCOMING THREE MARKETING MEASUREMENT CHALLENGES

Gartner has predicted that in 2022, profitability will overtake customer experience (CX) as a top strategic priority. This change is part of a longer-term trend. CFOs want rigorous measurement of marketing activities, and this has led to plethora of analytics methods and tools available. But a confusing landscape cries out for a more clear-eyed answer of “what’s really working and what’s not?” when it comes to measurement and optimization. We cover three common marketing measurement problems from clean and stable marketing data, measuring brand impact, and navigating the post-cookie world.

Andy Hasselwander

Chief Analytics Officer MarketBridge

THE GOLDEN AGE OF CX: WHY MADTECH IS THE INNOVATION OF THE FUTURE

It is no secret that consumers are spending more and more time in digital channels online – a shift that brings into focus the evolving customer journey and the need to transform the experience to meet the moment best. Yet, with growing marketing stacks and disconnected data sets, it can be challenging for marketers to connect the dots. Join Oracle Advertising and Customer Experience for a thought-provoking session focused on a new standard of customer experiences. Discover solutions that can solve industry challenges, empower organizations to work in new and different ways – and show the promise of engineering new experiences to inform a new era of digital transformation.

Chris Bell

Vice President of Product Management, Identity, and Oracle Advertising Oracle

FINDING TRUTH IN DATA

In this session, Nielsen and Wharton will provide case studies that will showcase the following learnings:

• Finding truth in the data is critical because it ultimately influences what you see and hear.
• Making data accurate requires individuals and companies to administer guidelines and vigilance around the data and how it is used. (data governance)
• Staying true to the truth and making sure your data is as accurate and unbiased as possible requires companies and individuals to take a stand and to make investments that require out-of-the-box thinking and discipline to implement.
• Having the right data, asking the right questions, and being willing to share the truth and knowledge are critical to success for companies, customers, and society.
• In marketplaces and society that can become increasingly fragmented, truth is a valuable commodity to thwart out bias and provide a great equalizer for competition.

Mary Purk

Executive Director Wharton Customer Analytics The Wharton School at the University of Pennsylvania

Bob Liodice

CEO ANA

TECHNOLOGY + DATA AND THE HUMANS AT THE CENTER OF IT ALL

Andrea Brimmer is the chief marketing and public relations officer of Ally Financial Inc. She joined Ally in 2006, spearheading the creation of the Ally brand, developing everything from the brand pillars and cultural framework to the value proposition and delivery in the marketplace. Hear how, under her direction, Ally disrupted the financial services category forever by focusing on data and technology that serves its customers and makes the company a true financial ally.

Andrea Brimmer

Chief Marketing and PR Officer Ally Financial Inc

THE SCIENCE OF CONNECTION: USING DATA AND TECHNOLOGY TO DRIVE DEEPER, MORE HUMAN CONNECTIONS

As the world and businesses become more data and technologically driven, the desire for more human and authentic connections continues to emerge as our customer’s number one need. How can we rethink how data and technology actually become a key driver in deepening these human connections between our brands and the customers who choose them? Applying marketing science principles to better understand drivers of trust, moments that matter, and uncovering real consumer shifts and needs can lead to a more effective, high-tech/high-touch omnichannel approach that demonstrates humanity and authenticity to our customers when and where they need it most.

Michelle Froah

SVP, Global Marketing Strategy & Sciences MetLife

PRESENTATION OF ANA MARKETING DATA STRATEGY OF THE YEAR AWARD

The ANA International ECHO Awards launched in 1929, uniting marketing professionals from around the world to celebrate brilliant marketing programs that drive measurable results. Over time, the ECHOs have evolved with the industry to recognize the central role data can play in driving long-term growth through data inspired strategy, creative, and execution. Among the most important initiatives of ANA’s CMO Growth Council are those centered on data, technology, and measurement — the engines that will lead marketers into the future.
With this in mind, the ANA International ECHO Awards has launched a new specialty award to showcase expertise critical to improving performance in today's data-driven marketing ecosystem. Join us for the live presentation of the 2022 Marketing Data Strategy of the Year Award to this year’s winner.

Michael Donnelly

Executive Vice President- Marketing Technology ANA

BEHIND THE TWEETS: A FRAMEWORK FOR DATA-DRIVEN MARKETING

Data. It’s everywhere within your organization - but too often it’s hard to find. It doesn’t lie - but it can help you bend the truth. It’s hard to overstate the importance of data to successful marketing campaigns - but it’s easy to forget that the data is only as good as the manner in which it is gathered and used. In this session, Beverly will share her perspectives on data transparency, democratization, integrity, and privacy, which have enabled her teams to deliver powerful, and unforgettable, marketing campaigns.

Beverly Jackson

Vice President Global Brand and Consumer Marketing Twitter

HOW WALMART USES TECHNOLOGY TO SHORTEN THE DISTANCE FROM INSPIRATION TO PURCHASE

In 2021, Walmart reported annual revenues of $560 billion, representing $35 billion in growth.  Leveraging technology and data are a big reason for their impressive performance.  In this session, William White, Chief Marketing Officer for Walmart, will explain how Walmart, the giant retailer, has transformed into a technology company and how the pandemic actually sped up their global transformation, uniquely positioning Walmart for long term growth.

William White

Chief Marketing Officer Walmart

OVERCOMING DATA COMPLEXITY TO ENABLE GROWTH

Brands know that data-driven marketing leads to better outcomes for their businesses. Ironically, a recent MMA study found that 89% of marketers cite data as a key challenge to adopting leading marketing measurement practices. Brands need to bring together data – the right data – from many different sources, both internal and external, in order to achieve their goals. Join Neustar, a TransUnion company, to learn how you can overcome data complexity to maximize the impact of your marketing investments.

Lisa Boyarsky

Director of Consulting Services Neustar

EMBRACING THE UNKNOWN: HOW HOLISTIC MEASUREMENT EMPOWERED FRONTIER COMMUNICATIONS TO SUCCEED IN UNCHARTED TERRITORY

How can a smart, agile analytics program transform strategy and optimize ROI? Frontier Communications was facing a critical set of business changes amid an already turbulent environment when it asked that question. Join Chad Milligan, Marketing Director of Media Analytics at Frontier Communications, and Konstantinos Spetsaris, SVP at Analytic Partners, for a deep dive into how the company evolved its strategy based on data-driven insights to optimize spend and increase ROI – and what other organizations can learn from Frontier’s success.

Konstantinos Spetsaris

Senior Vice President Analytic Partners

PRESENTATION OF GOLD MAILBOX AWARD BY USPS

In a world more complex than ever, only one medium has been woven into the very fabric of our lives for centuries and continues today to endure as a great opportunity for marketers to balance high tech with high touch. Mail. Every year, one outstanding International ECHO entry is honored with the Gold Mailbox Award.  Please join us for the live presentation of the of the Gold Mailbox to this year’s winner.  The 2022 winner recipient exemplifies how mail pieces can effectively drive engagement and higher response rates to digital channels.

Chris Karpenko

Executive Director, Brand Marketing United States Postal Service

THE MARTECH ECOSYSTEM: WHAT YOU NEED TO KNOW RIGHT NOW

The landscape of marketing technology solutions is vast and rapidly expanding. In fact, the MarTech ecosystem has grown to feature over 8,000 entities and marketers are increasingly dependent on these technologies to deliver value to their customers. Choosing the right set of partners and platforms, and establishing the internal capabilities to leverage them, is essential. Scott Brinker, VP of platform ecosystem at HubSpot and editor at ChiefMarTec.com, shared insights into the vast array of marketing tools that are out there today and gave his view of what is the next big thing in the MarTech arena.

Scott Brinker

VP and Editor HubSpot and ChiefMarTec.com

METAVERSE MARKETING: CHALLENGES AND SOLUTIONS

Metaverse and other 3D platforms such as Augmented and Virtual Reality represent an exciting
evolution of next generation technology with highly unique and innovative ways of reaching
consumers in ways never before possible. In fact, many projections estimate the Metaverse
alone is due to become a trillion dollar+ ecosystem of commerce but especially in regards to
data collection and reporting, significant challenges do persist. In this in-depth presentation.
you'll learn of such issues and how new technologies most marketers are unaware of can solve
much of these problems in order to maximize return on investment and deliver exponential
revenue to their bottom lines.

Joel LaMontagne

CEO and Founder Trivver

MANAGING IDENTIFIERS PANEL DISCUSSION

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. 

Bill Tucker

Group EVP Industry Leadership, Data & Analytics, MarTech, Measurement ANA

WHEN DATA SOURCES COLLIDE: HOW TO MANAGE THE COMPLEXITIES OF MULTIPLE SOURCES OF TRUTH

There are more data inputs today that are available to us at a faster rate than ever before .As a result, when it comes to marketing measurement and optimization, there are a multitude of data inputs and tools that try to get at the actionable insights and implications, but often from different angles.  These tools sometime have different stakeholders inside the organization that managing them, they often have different methodologies, and rarely support the same conclusion. In this session, Brad Feinberg, Molson Coors North America, VP of Media and Consumer Engagement will address an elephant in the room – how to unify a marketing performance data ecosystem with conflicting data points.

Brad Feinberg

North America Vice President, Media & Consumer Engagement Molson Coors

CLOSING REMARKS

Mark Kaline

SVP Data & Analytics ANA

Our industry will come together to honor the best work across the globe as viewed through the data and analytics lens and judged in three areas; strategy, creative, and results.  Join the international award ceremony that celebrates the creative exploration, inspiration, ideas, and brilliance of our Gold, Silver, and Bronze Award winners in several categories, including the newest award – The Marketing Data Strategy of the Year, and the year's best in show award - The Diamond ECHO.  Join us for a celebratory evening of strolling food stations, drinks, and a live viewing of the ANA International ECHO Awards Show.  Catch-up with friends and attendees from around the world. 

OWN YOUR DATA FUTURE WITH 1ST PARTY DATA AND DYNAMIC DIRECT MAIL

Privacy regulations, the impending exit of third-party cookies, implementation of iOS tracking transparency and soon the loss of IP addresses and other device-based identifiers have shaken the footing on which marketers and publishers have built their data strategies to segment, retarget, measure and glean audience insights. However, we have the renewed opportunity to build direct relationships with customers, restore trust and create value by leveraging the full potential of 1st party data. The United States Postal Service’s Executive Director of Brand Marketing, Chris Karpenko, will share how dynamic, digitally-intelligent direct mail is leveraging integrated CDP strategies, artificial intelligence, automated and addressable direct mail, resulting in data-rich, connected and efficient marketing campaigns and journeys that activate against your key KPIs without using third-party cookies.

Chris Karpenko

Executive Director United States Postal Service

Michael Donnelly

Executive Vice President- Marketing Technology ANA

NATIONAL GEOGRAPHIC INNOVATION THROUGH TECHNOLOGY

When older brands struggle to keep pace with today’s evolving media landscape, National Geographic continues to connect and stay relevant through technology. In this session, you will learn how Nat Geo Media is harnessing the power of its iconic yellow border and data to pivot from a magazine publisher to a subscription business that is reinventing storytelling for everyone passionate about exploring the world and learning how to care for it.

Marcelo Galdieri

Head of Digital and Social Experiences National Geographic

CULTURE THAT CULTIVATES PASSION, CREATIVITY AND TECHNOLOGY

Jennifer is the CMO of Santander Bank in the U.S., and while her assessment of a marketer’s job sounds simple, there’s more to it than meets the eye. A marketer has to provide a story behind the compelling products and services that make up a brand, and a marketer has to create the space that makes it possible for a consumer to build a meaningful relationship with your company. In this session, Mathissen goes deeper on the intricacies of the role of marketers and CMOs, and she explains how to properly build a marketing culture that cultivates passion, creativity, and technology.

Jennifer Mathissen

Chief Marketing Officer Santander U.S.

HOW KELLOGG AND KROGER ARE CONNECTING THE CONSUMER JOURNEY

For generations, Kellogg has been inspiring shoppers with their trusted food brands. Today, consumer shopping habits have been disrupted. Shoppers have high expectations for brands and retailers – but gaps in the digital ecosystem can lead to a disconnected purchase journey. Discover how Kellogg and Kroger have worked together to bridge the gaps, inspire shoppers, and drive omnichannel results that matter.

Cara Pratt

Senior Vice President Kroger Precision Marketing

THE FUTURE OF DATA-DRIVEN MARKETING

Marketers around the world face challenges: consumer attitudes and regulatory regimes change; browsers and operating systems adopt new policies; and marketers have more responsibility to manage the customer experience. Personalization is paramount -- but how is a marketer to nail the line between privacy and relevance? Competitors collect more first-party data and go direct-to-consumer, leaving less advanced marketers behind. Join Salesforce SVP of Strategy for the Marketing Cloud Martin Kihn as he describes how the best global marketers prepare for the new data revolution and future-proof their customer relationships.

Martin Kihn

SVP, Product Strategy, Marketing Cloud Salesforce

UNLOCKING THE FUTURE OF CROSS-PLATFORM MEASUREMENT

TV measurement is at an inflection point. Incumbent panel-based approaches, long used as legacy TV currency, are facing industry-wide scrutiny, unable to keep pace with a heavily fragmented converged TV landscape. The massive shift to streaming and on-demand viewing has transformed the TV market, encouraging the buy- and sell-sides to reassess measurement standards and metrics en masse. As the market moves away from traditional panels and toward big datasets, technology innovation sits at the heart of converged TV measurement.

Join Bob Ivins, Chief Strategy Officer of TVSquared by Innovid, and Jessica Hogue, General Manager of Measurement and Industries of Innovid, as they share the vision for how, together, ad serving and cross-platform analysis unlocks the future of TV measurement, and explore use cases of today’s converged TV campaigns.

Jessica Hogue

GM Measurement & Industries Innovid

IGNITING THE POWER OF YOUR FIRST PARTY DATA TO DRIVE GROWTH

In a privacy-centric, cookie-free world where consumers’ attitudes, intent, and behaviors change rapidly and demands for personalization are at all-time high, brands cannot afford to depend on traditional data or research to support their growth. It is essential for brands to be able to understand and respond to shifts in consumer sentiment, intent and behavior. They must deliver more personalized marketing to their customers to increase revenue, retention and LTV to drive growth. In this session, we will discuss how to leverage AI and machine learning to harness the power of your first party data.

KEY TAKEAWAYS
1. Why richness, recency, relevancy matter when it comes to customer data;
2. How to remain (or become) privacy safe in a cookie-free world;
3. How to move beyond insights and accelerate into action.

Ericka McCoy

Chief Marketing Officer Resonate

CREATING THE FUTURE OF SALES AND MARKETING AT INTEL

By leveraging data and technology, Intel has been able to pivot from being a product brand to an experience brand. In support of its brand promise: “Intel makes amazing experiences possible,” the company has used data and technology as it worked with a diverse array of partners to create unique brand experiences.  In this wide-ranging presentation, Intel’s VP Sales & Marketing Group, Digital Scale and Insights, Becky Brown, will emphasize the need to leverage data and technology that connect relevant marketing opportunities directly to business outcomes.

Becky Brown

Vice President, Sales and Marketing Group, Digital Scale and Insights Intel

NAVIGATING THE MAZE OF STATE AND FEDERAL CONSUMER PRIVACY, REGULATORY AND POSTAL ISSUES

Chris Oswald, the ANA’s new Group EVP, Head of Government Relations, will provide an update on the current consumer privacy landscape and state and federal regulatory environments.  In this session you will hear how the ANA is engaging with the current administration, a Congress headed toward mid-term elections, the new Postmaster General and state legislatures on issues impacting marketers from data privacy, advertising taxes, postal rates and beyond.

Chris Oswald

Group EVP, Head of Government Relations ANA

VALUE, GROWTH AND ELIMINATE WASTE THROUGH MARKETING TECHNOLOGY

Marketing technology has been identified as an essential component of helping marketers manage business transformation, so the ANA has made martech a critical priority and has established it as a strategic capability in order to help marketers master the stack. With Martech spending exceeding $300 billion globally in 2021 and the number of martech vendors at 8,000+. As growth continues, so too does the complexity of the related issues that arise from the implementation and integration of what are often disparate solutions. ANA has built a solution by retaining the Venable LLP, our data and technology law firm, to create a suite of legal documents to streamline procurement decisioning and the martech procurement process and drive toward a more efficient evaluation and negotiation. Learn how these tools can help marketers secure substantially better value out of your martech investment, drive growth, and eliminate waste.

AJ Zottola

Partner Venable LLP