THE GENIUS WAY TO EXPAND YOUR MARKET PRESENCE

Every brand aims to expand their footprint into new industries and markets as they seek to grow their business. But how do you know you are making the right marketing investments? What should your budget really be? Without historical performance data, setting those goals can be extremely difficult and oftentimes a little intimidating. Find out how Neustar helped Advance Auto Parts successfully expand their presence in a key market and then translate their story to become a 2021 Genius Award finalist.

Kathi Stevens

Vice President, Consulting Services Neustar

WELCOME REMARKS

Bill Tucker

Group EVP, Data Tech Measurement & Executive Director, PRAM ANA

OPENING REMARKS

Nathalie Bordes

EVP, Measurement for Marketers ANA

BUILDING A CONSUMER CENTRIC MEDIA ECOSYSTEM

Are we innovating and looking at the possibilities that digital and data transformation are offering to create a superior consumer experience across creative and media? This keynote will: 1) share P&G’s roadmap for building the next-generation media ecosystem with Data, Analytics & Technology as a consumer-centric, business-growth driver, and 2) discuss the principles, tools and partnerships needed to create an ecosystem that solves today’s challenges in a way that creates value for consumers, and growth for marketers.

Kirti Singh

Chief Analytics & Insights Officer Procter & Gamble

EMBRACING A NEW KPI IN ORDER TO DRIVE TRUE GROWTH

Return on Ad Spend (ROAS) & Customer Acquisition Cost (CAC) are key performance indicators (KPIs) that are the focal point for many omnichannel marketers, investors, and boards. The challenge is that these KPIs collapse your funnel and inhibit your brand from unlocking exponential growth.  Learn what other metrics are key to unlocking brand growth.

Emily Culp

Board Member on Stio, Mizzen + Main, Izzy & Cordial

CREATE A MORE SUSTAINABLE AND RESPONSIBLE DIGITAL ENVIRONMENT

GARM is the Global Alliance for Responsible Media, a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising. Learn how GARM is working toward a media environment where hate speech, bullying and disinformation is challenged and taking steps to ensure personal data is protected and used responsibly when given.

Bill Tucker

Group EVP, Data Tech Measurement & Executive Director, PRAM ANA

ATTENTION IN THE PROGRAMMATIC DIMENSION... AND BEYOND

The media market will benefit from shared understanding of media quality — and leading advertisers like Mars and MediaCom are using attention metrics to bring the industry one step closer.

Marko Matejčić, Head of Insights at MediaCom Switzerland, will join Marc Guldimann, founder and CEO of Adelaide, to share results from three tests correlating AU in several EU markets. They’ll share details about how they plan to use AU for programmatic optimization.

Also joining Marc is Ron Amram, Senior Director of Global Media at Mars, who will share how Mars is using attention metrics to reveal true media quality and drive more efficient outcomes. Ron and Marc will explore the positive impacts of a shared understanding of media quality and what it could mean for the industry as a whole.

Marc Guldimann

CEO Adelaide

GIRL SCOUT MOVEMENT - MEASUREMENT FOR SUCCESS

The 110-year-old Girl Scout movement has remained widely relevant throughout the decades. Nevertheless, its efficacy has recently been underscored by the organization’s adept response to the pandemic. Girl Scouts of Nassau County’s Chief Executive Officer Rande Bynum shares how her local council responded to the disruptive events of the past 2 years by pivoting its acclaimed cookie program operations to reach new customers. Moving forward, Girl Scouts is assessing how to better use measurement frameworks to not only project cookie sales, but to evaluate other key priorities such as diversity, membership, technology, and to forecast trends.

Rande Bynum

CEO Girl Scouts of Nassau County

ANA's CROSS-MEDIA MEASUREMENT INITIATIVE: A CROSS VERTICAL PERSPECTIVE

An update on ANA's Cross-Media Measurement Initiative, and a fireside chat with marketers from Verizon, General Motors, Coca-Cola, and Procter & Gamble to discuss some of the complexities and requirements of a Cross-Media Measurement system. 

Moderator: Kanishka Das

Global eBusiness Analytics & Insights Leader Procter & Gamble

ACCURATE PORTRAYALS OF WOMEN AND GIRLS IN MEDIA DRIVE BUSINESS GROWTH: A DIVERISTY VIEW

If the word economy were a sex, it would be female.  With women controlling $31.5T of global consumer spending, $10T in the U.S. alone, it’s imperative to understand how accurately portraying and representing women impacts business growth. SeeHer is spearheading an ongoing propriety study which correlates the accurate portrayal of women, measured through the global gold standard of gender equality measurement, or GEM, with direct impact on sales ROI. With this latest release, conducted in partnership with SeeHer members and IRI Worldwide, we share how critical it is to represent women authentically, particularly women of color, and how ‘getting it right’ is a catalyst of growth.

Latha Sarathy

EVP, Analytics, Insights & Measurement ANA SeeHer

CLOSING REMARKS

REIMAGINING MEASUREMENT THROUGH DATA CLEAN ROOMS

The foundational changes in the ecosystem have affected how data is accessed, governed and utilized; disrupting many of the tools and processes marketers have relied on to power their data driven strategy. Data clean rooms have emerged as the vehicle to access decentralized data to fuel insights, targeting, and measurement. Learn how companies are embracing these changes and reimagining their measurement strategy to drive business growth.

Ted Flanagan

Head of Customer Success Habu

OPENING REMARKS

Nathalie Bordes

EVP, Measurement for Marketers ANA

HOW WALGREENS USES MEASUREMENT TO DELIVER MASS PERSONALIZATION

In this session, Walgreens CMO Pat McLean discusses how the 120 year old retailer transformed digitally to meet customers’ needs and delivers a best-in-class omnichannel experience. Routed in the retailer's first-party data and insights, we’ll explore how Walgreens creates and refines personalized experiences to drive customer engagement using measurement, relevancy and cross-functional channels.

Patrick McLean

SVP and Chief Marketing Officer Walgreen Co

GROWTH AT DOORDASH: GROWTH ACCOUNTING & DATA SCIENCE TO DRIVE PERFORMANCE

DoorDash is a technology company that connects consumers with their favorite local and national businesses in more than 7,000 cities across the United States, Canada, Australia and Japan. Founded in 2013, DoorDash enables local businesses to address consumers' expectations of ease and immediacy and thrive in today's convenience economy. Today we connect over 500,000 partner merchants, 3 million dashers and tens of millions of consumers. This growth didn't happen overnight however and this presentation will highlight the Growth Accounting and core Data Science functions that have helped propel DoorDash Consumer growth as well as the growth of it's Merchant and Dasher partners.  

Gunnard Johnson

Leads Growth Analytics & Data Science DoorDash

MYTH BUSTING IN-GAME ADVERTISING MEASUREMENT

As agencies and brands level up their media buy strategies with intrinsic in-game advertising, performance marketers around the world are exploring how to best approach measurement in 3D gaming environments. Often, the assumption is that many KPI’s are not applicable in virtual worlds, but the reality is that measurement can be just as robust as other digital forms of advertising when executed correctly.

Frameplay Chief Strategy and Operations Officer Cary Tilds will introduce the NEW metrics for in-game advertising, which follow the recently released IAB U.S. and U.K. framework (and future MRC guidelines) that were influenced by Frameplay’s industry leadership. Additionally, she will review the stringent standards for 3D viewability and publicly share (for the first time!) a first-to-market impression to engagement attribution measurement case study.

Cary Tilds

Chief Strategy & Operations Officer Frameplay

THE GLENLIVET TRANSFORMATION JOURNEY TO BREAK NEW GROUND IN SINGLE MALT SCOTCH WHISKY

How do you transform a category leader that is losing market share into a pioneering leader that redefines category codes? The Glenlivet transformation journey was originally inspired by consumer insights that set the brand on a bold new trajectory. No longer should single malt be exclusive, polarizing, and defined by complex rules and rituals. The Glenlivet took on a mission to challenge the status quo and become more inclusive by actively opening the door to the next generation of whisky consumers, including women, younger generations, and multicultural consumers. Join Sona Bajaria, Vice President of Marketing and Kelly Suhr, Brand Director on how The Glenlivet is breaking barriers across all brand touchpoints to redefine what it means to be a single malt in today’s world.

Kelly Suhr

Brand Director, The Glenlivet, Redbreast & Rabbit Hole Pernod Ricard USA

SHAPE THE FUTURE WITH YOUR MOST GROWTH-PREDICTIVE CUSTOMERS (AND MAKE BEST FRIENDS WITH YOUR CFO!)

Are you tired of talking about the future while measuring the past? Are you using customer-centric tactics but not seeing the uplift a customer-centric strategy should produce? Does your gut say relationships matter, but your data collection focuses on transactional?

In this talk, Jessica DeVlieger, CEO of Customer Agency, C Space and Peter Fader, Wharton School Marketing Professor and Author of Customer Centricity and The Customer Centricity Playbook, will explain that instead of spreading the marketing dollars and hoping for the best, you can re-focus spend on building relationships with the customers that are most predictive of your long-term growth.

In their lively conversation they will share their approach to designing a customer strategy that identifies which of your customers have the potential to be the most valuable (and forecast future growth) and overlays insight data about how they want your customer experiences to feel, giving you a lever for enriching and deepening them.

They’ll describe how you can move beyond lagging transactional measurement, to a predictive model that both prioritizes and prescribes an investment approach based on * both * what the customer wants and the potential value of that customer – giving you a truly customer-centric strategy and a leading edge on the competition.

Jessica DeVlieger

Global CEO C Space

KEEPING STANDARDS HIGH

The Media Rating Council (MRC) will discuss the progress of their most recent standard regarding outcomes, attribution and associated data quality. MRC’s forthcoming standard, planned to go to public comment in early 2022, represents much-needed efforts to standardize measurement and connect results to media spend and investment through attribution or mix modeling. MRC will discuss the current status, key issues, and forthcoming guidance/requirements of this important area.

George Ivie

CEO Media Rating Council

VIDEO EVOLVING: MAXIMIZING MEDIA & MEASUREMENT

All media impacts omnichannel sales but when the pandemic hit, consumer habits changed dramatically. While some aspects of day-to-day life have reverted back to “normal,” media patterns are indelibly changed. In this session, Analytic Partners and Google explore the pandemic’s effect on the video landscape and make recommendations for marketers to future-proof their media mixes and measurement strategies.

Nathalie Sun

ROI Measurement Lead Google

DATA & INSIGHTS: EARNING, OWNING & KEEPING YOUR SEAT AT THE TABLE

"You only did focus groups?" "You only interviewed 2,000 people?" "That panel only has 40,000 households?" "You can't believe what consumers tell you." "Our customer database represents millions of people and billions of dollars in transactions!" How many times have you heard these things? There are a lot of research skeptics out there, and it's up to us to prove them wrong. This keynote will: 1) talk about the evolution of the roles and organizational designs of Research, Data and Analytics in our industry, and 2) share principles and best practices to integrate Consumer Insights and Data Science to drive business outcomes using ALL of the knowledge that our organizations have at their disposal.

Cheryl Idell

Vice President, Consumer Insights Netflix

CLOSING REMARKS

Nathalie Bordes

EVP, Measurement for Marketers ANA