Wednesday, September 14, 2022
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1:00pm - 7:00pm
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REGISTRATION
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Costa Del Sol Foyer (IN-PERSON ONLY)
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2:00pm - 2:05pm
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Greg Pharo
Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
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Costa Del Sol Ballroom A-D (HYBRID)
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2:05pm - 2:40pm
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REIMAGINING MEASUREMENT WITH ADEALIDE & COCA-COLA
Kick-off our ANA Measurement Conference with Adelaide & Coca-Cola. Marc Guldimann, Co-Founder and CEO of Adelaide and Greg Pharo, Global Senior Director, Communications & Marketing Effectiveness at the Coca-Cola Company will talk about their companies are working together and reimagining measurement.
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Marc Guldimann
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Chief Executive Officer
Adelaide
Greg Pharo
Global Senior Director, Marketing & Communications Effectiveness
The Coca-Cola Company
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Costa Del Sol Ballroom A-D (HYBRID)
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2:40pm - 3:15pm
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THE POWER OF PANEL
Hear from Mainak Mazumadar, Chief Data & Research Officer at Nielsen on the role of panel and big data in measurement. Mainak will detail the power of panel, how it can be used to enhance data, drive accurate measurements, and deliver critical insights.
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Mainak Mazumdar
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Chief Data & Research Officer
Nielsen
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Costa Del Sol Ballroom A-D (HYBRID)
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3:15pm - 3:30pm
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COFFEE BREAK
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3:30pm - 4:05pm
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ACHIEVE AGILE MARKETING AMIDST THE ERA OF DATA DEPRECATION
With the decline of cookies and device IDs, there is a lot to consider for the future of measurement, specifically when it comes to managing data and data-driven marketing. Join Neustar, a TransUnion Company to learn how to build a sustainable data-driven approach that allows you to have the flexibility to make decisions despite changes in the ad ecosystem and to ensure you can continue to measure and execute with the same efficacy as you do today.
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Joseph Pagano
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Vice President, Marketing Solutions Consulting
Neustar, a TransUnion Company
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Costa Del Sol Ballroom A-D (HYBRID)
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4:05pm - 4:10pm
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CLOSING REMARKS
Greg Pharo
Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
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Costa Del Sol Ballroom A-D (HYBRID)
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5:00pm - 6:00pm
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RECEPTION
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Costa Del Sol Terrace and Lawn (IN-PERSON ONLY)
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Thursday, September 15, 2022
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6:30am - 7:15pm
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REGISTRATION
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Costa Del Sol Foyer (IN-PERSON ONLY)
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7:00am - 8:00am
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BREAKFAST
THE YIN AND YANG OF CONNECTED MEASUREMENT: DETERMINISTIC + PROBABILISTIC
As the digital world inches towards a third-party-cookieless existence, marketers find themselves hyper-focused on first-party and other deterministic identity solutions. But today’s emphasis may leave marketers overlooking the power of a blended approach: deterministic + probabilistic. In the new world of cookieless identity, this measurement synergy can create new possibilities for people and brands to connect. A holistic approach allows marketers to optimize at audience, message, and channel levels and bring valuable insights across the entire marketing ecosystem.
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Michael Heberle
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Global Chief Analytics Officer
Acxiom-Kinesso
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Costa Del Sol Ballroom E-H (IN-PERSON ONLY)
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7:10am - 7:30am
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"COFFEE WITH" ADFORM
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Speaker TBD
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VIRTUAL ONLY
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8:00am - 8:03am
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SPONSOR OPENING REMARKS
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Dennis Buchheim
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VP, BPM Science, Ecosystem, Enablement
Meta
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Costa Del Sol Ballroom A-D (HYBRID)
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8:03am - 8:33am
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Costa Del Sol Ballroom A-D (HYBRID)
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8:33am - 8:40am
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WELCOME REMARKS & HOUSEKEEPING
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Bill Tucker
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Group Executive Vice President
ANA
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Costa Del Sol Ballroom A-D (HYBRID)
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8:40am - 9:15am
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THE NEXT GENERATION MEASUREMENT: INTEGRATING CUSTOMER & EXPERIENCE MEASUREMENT AND ANALYTICS THROUGHOUT YOUR ORGANIZATION
In this new world, we must rethink business relevance by moving beyond traditional marketing metrics, to experience and business metrics that enable us to leverage analytics to drive business results. How can we elevate customer metrics into shared goals across the organization? How can we broaden engagement and utilization of analytics across different functions? Elevating metrics and analytics ensure that measurement and accountability is not only integrated across the organization, but also more inclusive in its approach, application and impact.
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Michelle Froah
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SVP, Global Marketing Strategy & Science
MetLife
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Costa Del Sol Ballroom A-D (HYBRID)
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9:15am - 9:50am
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MEASUREMENT AT THE FOREFRONT
Hear from John Buchanan, CMO of LegalZoom, on how LegalZoom is prioritizing measurement to make key business decisions and drive growth.
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John Buchanan
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Chief Marketing Officer
LegalZoom
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Costa Del Sol Ballroom A-D (HYBRID)
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9:50am - 10:10am
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COFFEE BREAK
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Costa Del Sol Foyer (HYBRID)
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10:10am - 10:45am
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ACCELERATING BUSINESS GROWTH THROUGH THE ACCURATE PORTRAYAL OF WOMEN AND GIRLS
SeeHer, a division of the ANA, is the largest global movement to eliminate gender bias in advertising and entertainment. In this session, long time SeeHer Member Laura Knebusch, VP of Consumer Experience at Georgia-Pacific, will explain how a deep understanding of societal shifts as they relate to women, deepens connections with consumers. The session will also address how leveraging SeeHer’s GEM® methodology provides both insights and predictive drivers on creating campaigns that resonate with today’s women and deliver quantifiable sales ROI.
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Laura Knebusch
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VP, Consumer Experience
Georgia-Pacific
Latha Sarathy
Chief Research Officer
ANA
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Costa Del Sol Ballroom A-D (HYBRID)
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10:45am - 11:20am
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THE EVOLVING MEASUREMENT VISION
Measurement has evolved and VideoAmp is paving the way for a future underpinned by new methodologies and datasets that help media buyers and sellers capture and fully capitalize on the cross-platform consumer. Hear from Ross McCray, CEO of VideoAmp as he discusses industry trends, cross-media measurement, and his vision of the future state of media currency.
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Ross McCray
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Founder & CEO
VideoAmp
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Costa Del Sol Ballroom A-D (HYBRID)
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11:20am - 11:55am
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MEASUREMENT 360: RETHINKING YOUR MEASUREMENT STRATEGY
Change is constant – and it’s a challenge advertisers must anticipate in today’s world. Consumers are relying on new digital avenues for commerce and leisure while expecting more personalization and privacy. Business strategies are shifting, media channels and marketing partners are evolving, and advertisers must adapt their measurement strategies in response to these shifts. Meta and Deloitte will discuss the importance of a new, Measurement 360 framework and how it prepares advertisers for the changing landscape and future-proofs approaches to measuring performance.
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Gena Stanglein
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Director, Marketing Science
Meta
Ken Nelson
Managing Director
Deloitte Consulting
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Costa Del Sol Ballroom A-D (HYBRID)
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11:55am - 1:00pm
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LUNCH
Joe Keating
Associate Director, Analytics & Consumer Insight
Hill's Pet
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Costa Del Sol Ballroom E-H (IN-PERSON ONLY)
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1:00pm - 1:35pm
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CHIPOTLE'S INTEGRATED MEASUREMENT APPROACH
Learn how Chipotle integrates analytics, consumer insights, and measurement to drive business performance.
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Naveen Vijayaraghavan
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Head of Marketing Analytics & Consumer Insights
Chipotle
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Costa Del Sol Ballroom A-D (HYBRID)
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1:35pm - 2:10pm
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TV TRENDS: HOW MARKETERS CAN ADJUST TO CHANGES IN TELEVISON
In this session, Justin Evans, Global Head of Analytics & Insights at Samsung Ads will talk about changes in television and measurement, including obstacles marketers are facing today and the differences between linear and streaming television.
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Justin Evans
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Global Head of Analytics & Insights
Samsung Ads
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Costa Del Sol Ballroom A-D (HYBRID)
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2:10pm - 2:17pm
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Genius Awards by Neustar
Neustar will announce the 2022 ANA Genius Awards, presented by Neustar, recognizing excellence in marketing analytics. This year’s finalists represent an exciting mix of marketers across diverse industries. Find out who made this first cut across the categories of adoption, growth, innovation and storytelling.
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Costa Del Sol Ballroom A-D (HYBRID)
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2:17pm - 2:37pm
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COFFEE BREAK
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Costa Del Sol Foyer (HYBRID)
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2:37pm - 3:12pm
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GROUNDBREAKING OUTCOMES, DATA QUALITY & ATTRIBUTION STANDARD
Learn how the Standard addresses various Outcomes measures and approaches, including attribution and Multi-Touch Attribution (MTA), Market Mix Modeling (MMM) and experiments, as well as the underlying data quality associated with these methods
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Ron Pinelli
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SVP Digital Research and Standards
Media Rating Council
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Costa Del Sol Ballroom A-D (HYBRID)
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3:12pm - 3:47pm
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INDUSTRY JOINS FORCES TO TACKLE CROSS-MEDIA MEASUREMENT
Creating a modern measurement solution requires collaboration, and the ANA’s Cross-Media Measurement solution is garnering support industry-wide. Across the board, media buyers, media sellers, and vendors are joining this industry-leading initiative to develop a modern measurement solution that benefits the entire ecosystem. Our expert panel will share an update on progress, where we are heading, and how the best and brightest minds in the industry are joining forces to solve for cross-media measurement.
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Moderator: Greg Pharo
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Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
Sam Deutsch
Global Director, Data, Audience & Measurement
AB In Bev
Ron Pinelli
SVP, Digital Media & Standards
MRC
Jackson Bazley
EVP, Data, Analytics & Measurement
ANA
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Costa Del Sol Ballroom A-D (HYBRID)
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3:47pm - 3:52pm
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Greg Pharo
Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
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Costa Del Sol Ballroom A-D (HYBRID)
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6:00pm - 7:00pm
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RECEPTION
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Costa Del Sol Terrace and Lawn (IN-PERSON ONLY)
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7:00pm - 8:30pm
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DINNER
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Cary Tilds
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Chief Strategy and Operations Officer
FramePlay
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Costa Del Sol Ballroom E-H (IN-PERSON ONLY)
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Friday, September 16, 2022
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6:30am - 12:00pm
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REGISTRATION OPENS
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Costa Del Sol Foyer (IN-PERSON ONLY)
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7:00am - 8:00am
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BREAKFAST
LISTEN UP: HOW TO CREATE MAXIMUM-IMPACT AUDIO ADS BACKED BY DATA
Audio has become a mainstay in the media mix, but many are still looking for guidance and best practices on how to leverage various ad formats that resonate with audiences. Using a variety of proprietary first-party methods and best in class third-party measurement, SXM Media is committed to solving marketers’ most burning questions in the ever-evolving audio marketplace. Join us as we uncover the answers to developing best-in-class audio campaigns, one study at a time.
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Melissa Paris
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Senior Director of Sales Research
SXM
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Costa Del Sol Ballroom E-H (IN-PERSON ONLY)
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7:10am - 7:30am
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"COFFEE WITH" VIZIO
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Speaker TBD
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VIRTUAL ONLY
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8:00am - 8:10am
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WELCOME REMARKS & HOUSEKEEPING
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Jackson Bazley
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EVP, Data, Analytics & Measurement
ANA
Greg Pharo
Global Senior Director, Communications & Marketing Effectiveness
The Coca-Cola Company
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Costa Del Sol Ballroom A-D (HYBRID)
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8:10am - 8:45am
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HOW TO FORECAST & MEASURE ORGANIC MARKETING CHANNELS
Oura is an award-winning and fast-growing startup that helps consumers track sleep and activity using the Oura Ring and connected app. In this session, Manbir Sodhia, VP of Growth Marketing at Oura Ring will discuss how Oura measures the effectiveness and potential of organic channels using multi-touch attribution modeling tools. Learn how Oura forecasts growth and validate the power of different organic channels.
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Manbir Sodhia
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Vice President, Growth Marketing
Oura Ring
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Costa Del Sol Ballroom A-D (HYBRID)
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8:45am - 9:20am
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BEYOND THE SURFACE: UNLOCKING DEEPER INSIGHTS IN MEASUREMENT
Duane Varan, a global pioneer in lab-based audience research, will share advanced insights and methods for measuring and understanding the emotional dimensions of consumer's media encounters.
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Duane Varan
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CEO
MediaScience
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Costa Del Sol Ballroom A-D (HYBRID)
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9:20am - 9:55am
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DATA OBSESSED: HOW AVOCADOS FROM MEXICO IS USING DATA TO DRIVE SUCCESS
Ivonne Kinser, Vice President of Marketing and Innovation at Avocados From Mexico, will share how a performance, data and measurement obsessed culture has propelled the Avocados From Mexico brand as the marketing benchmark in its industry. Discover the metrics that drive the marketing strategies for the produce brand and the reverse-engineering process that is key to their success.
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Ivonne Kinser
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Vice President, Marketing & Innovation
Avocados from Mexico
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Costa Del Sol Ballroom A-D (HYBRID)
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9:55am - 10:15am
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COFFEE BREAK
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Costa Del Sol Foyer (HYBRID)
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10:15am - 10:50am
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LEVERAGING CULTURAL AUTHENTICITY AND INCLUSION MEASUREMENTS TO OPTIMIZE RELEVANCE AND SALES
As consumers’ expectations for greater inclusion, authentic portrayals, social justice, and equity reflections in ads and content continue to rise, the level of resonance between brand content and Multicultural and Inclusive audiences has become a critical growth differentiator for brands. Cultural authenticity, beyond mere representation, as measured by the Cultural Inclusion Accelerator’s Cultural Insights Impact Measure™ (CIIM), has been independently validated through attribution studies to significantly enhance sales lift and other ad effectiveness KPIs like purchase intent, brand opinion, and brand trust. Hear how CarMax is prioritizing culture – from brief to execution – and learn more about the role of cultural relevance & DEI measurements in communications.
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Clary Leffel
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AVP, Integrated Marketing & Operations
CarMax
Carlos Santiago
Co-Founder
AIMM
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Costa Del Sol Ballroom A-D (HYBRID)
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10:50am - 11:25am
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CONSUMER DRIVEN MEASUREMENT & INSIGHTS
Pharmavite, a leader in the health and wellness industry and maker of top-rated vitamin and supplement brand Nature Made®, is focused on prioritizing the consumer. Tommaso Visentini, Head of Analytics & Insights, will explain how an emphasis on the consumer, through advanced analytics and insights, is key to driving brand growth and meeting customer needs.
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Tommaso Visentini
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Head of Analytics & Insights
Pharmavite
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Costa Del Sol Ballroom A-D (HYBRID)
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11:25am - 12:00pm
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FROM DATA TO DECISIONS
Consumer insights and analytics are no longer taking a back seat in business. In today’s marketing ecosystem, consumer insights must be at the forefront, driving key business decisions and tactics for organizations like Blue Diamond Growers, supplier of the world’s highest quality almond products including Almond Breeze® almond milk.
In this session, Sarb Dhanjal, Director of Consumer Insights, Analytics & Advocacy at Blue Diamond Growers will share the roadmap Blue Diamond Growers used to establish their consumer insights practice as a decision-driver and earn a seat at the table including, the obstacles along the way and the keys to success. Sarb will outline her vision for the future and where consumer insights can go in the next five years, focusing on elevating consumer insights for return on investment.
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Sarb Dhanjal
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Director, Consumer Insights, Analytics & Advocacy
Blue Diamond Growers
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Costa Del Sol Ballroom A-D (HYBRID)
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12:00pm - 12:05pm
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Costa Del Sol Ballroom A-D (HYBRID)
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