Excellence in Data Analytics hosted by Rock & Roll Hall of Fame (In-Person Only)

ANA’s Data Excellence Practice hosts its inaugural Excellence in Data Analytics Members Conference in Cleveland Ohio, November 7th, 2024. Data practitioners and marketers will Rock & Roll on all that is relevant to data analytics including post cookie solutions, increased value of zero and first party data, leveraging third party data, as well as attribution methods, CDP usage and best practices. Sessions will address driving analytics adoption with organizational benchmarking, clean room technology, audience segmentation and personalization, media mixed modeling and privacy/regulatory compliance.

Complimentary access to all the musical arts and cultural history the Rock & Roll Hall of Fame has to offer also awaits attendees after the event. We hope you will join us for what is expected to be a valuable and entertaining gathering amongst peers in the data analytics community.

when

Start: Thursday, November 7, 2024 at 9:00am

End: Thursday, November 7, 2024 at 3:00pm

WHERE

Rock and Roll Hall of Fame Museum
1100 Rock & Roll Boulevard
Cleveland, OH 44114

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $299	Silver Tier $399	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, November 7, 2024
9:00am - 9:45am	REGISTRATION & NETWORKING BREAKFAST
9:45am - 10:00am	WELCOME REMARKS Tina Jordan Vice President, Data Excellence & Privacy Practice Association of National Advertisers
10:00am - 10:35am	OPENING SESSION TBA
10:35am - 11:10am	A DATA SCIENCE-BACKED APPROACH TO BRAND BUILDING. Brand equity is the dark matter of the marketing world, driving outsized long-run value, while staying largely hidden to go-to-market decision makers. Traditional Media Mix Models (MMMs) are great for evaluating marketing effectiveness and avoiding last-touch bias but struggle with quantifying any impact beyond the next quarter. However, new techniques and data sources give marketers the ability to calculate long-run ROAS (Return on Ad Spend) that accounts for paid and earned impacts on future customers. In this session, Andy Hasselwander, Chief Analytics Officer at Marketbridge, dives deep into an integrated approach to quantifying long-run brand value using econometric and market research techniques, and presents typical benchmarks for paid and earned "virtual ROAS" based on long-run equity value. Andy Hasselwander Chief Analytics Officer Marketbridge
11:10am - 11:30am	NETWORKING BREAK
11:30am - 12:05pm	USING MARKETING ANALYTICS TO CHANGE HEARTS AND MINDS AT WOLVERINE WORLDWIDE Is marketing a cost center? An investment driver? Despite the rapid explosion in available data and of marketing analytics as an industry, many companies still struggle with these critical and fundamental questions. Ultimately, how does the impact of marketing investment get fully unlocked without addressing this existential debate? Hear how Wolverine Worldwide is leveraging the powerful insights developed through a unified and integrated approach to marketing measurement to accelerate the strategic reshaping of the strategic role and impact of marketing investment. The discussion will illustrate how this evolution is impacting today, tomorrow, and into the future for key brands within the Wolverine Worldwide portfolio. Brian Lange Senior Vice President IPSOS MMA Lance Hayes Director – eComm Media Strategy Wolverine Worldwide
12:05pm - 12:40pm	LEVERAGING DTA FOR FAN ENGAGEMENT: INSIGHTS FROM THE CLEVELAND CAVALIERS In the fast-evolving landscape of sports management, the role of data analytics has become pivotal in enhancing fan engagement and organizational efficiency. This seminar delves into the innovative strategies employed by the Cleveland Cavaliers, a trailblazer in the NBA, to leverage data for maximizing fan interaction and operational effectiveness. Key Topics Covered: Introduction to Data-Driven Decision Making: Explore how the Cleveland Cavaliers have embraced a data-first approach to understand fan preferences, behavior patterns, and market trends. Case Study: Fan Engagement Strategies: Learn from real-world examples of how data analytics has shaped the Cavaliers' fan engagement initiatives. From personalized marketing campaigns to targeted digital content, discover how data insights drive fan satisfaction and loyalty. Implementing Data Analytics Across the Organization: Gain insights into the organizational structure and processes that support data integration across various departments. Understand how the Cavaliers utilize data not only for fan engagement but also for player performance analysis, operational efficiency, and business strategy. Jeremy Halek Senior Director, Consumer Marketing Cleveland Cavaliers
12:40pm - 1:40pm	LUNCH
1:40pm - 2:15pm	SESSION TBA
2:15pm - 2:45pm	A PICTURE IS WORTH INFINITE WORDS: ANA's DATA VISUALIZATION PLAYBOOK The greatest value of a picture is when it forces us to notice what we never expected to see.” John Tukey, 1977. Why Use Visualizations? About half of the people in the world learn best through visual means. This means that numbers from an analysis project will likely not mean anything to half the population — they will not understand the message or the insight. Data visualization means showing data and information in a visual way, using charts, graphs, maps, and other visual elements to represent data. Visualizing data can make it easier to comprehend and digest the narrative being shared or the point to be made. These new visuals can be used for many purposes, such as creating new data products or convincing management that the money the organization spends on marketing is worth it. By mastering data visualization, the marketing and data ecosystem can use data to its fullest potential, guiding decisions and strategies. David Fogarty Senior Vice President, Data Excellence & Privacy Practice Association of National Advertisers
2:45pm - 3:00pm	CLOSING REMARKS Tina Jordan Vice President, Data Excellence & Privacy Practice Association of National Advertisers
3:00pm - 4:00pm	TOUR THE ROCK & ROLL HALL OF FAME

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.