Excellence in Data Analytics hosted by Rock & Roll Hall of Fame (In-Person Only) | 1-Day Conferences | ANA

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

This event is over.

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.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, November 7, 2024
9:30am
- 10:00am
REGISTRATION OPEN

10:00am
- 10:15am

WELCOME REMARKS

Tina Jordan
Vice President, Data Excellence & Privacy Practice Association of National Advertisers
10:15am
- 10:45am

VOTE YOUR CHOICE

Who would you choose to be in the Rock & Roll Hall of Fame? This interactive kickoff simulates the Induction process – from nomination to voting to induction. Choose the artists you feel deserve to be inducted, defend your decision, and Voice Your Choice!

10:45am
- 11:20am

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
View Presentation
11:20am
- 11:55am

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
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11:55am
- 1:10pm
LUNCH

1:10pm
- 1:45pm

BUILDING A DATA -CENTRIC ORGANIZATION

In this session, Key Bank provides its insight on the operational model for driving data-centricity; how to effectively work with young, energetic junior analysts; becoming agile; understanding when and how to implement agile principles; and the essential soft and hard skills needed for success

Youran Fan, PHD
SVP Business Analytics, Sr. Manager Enterprise Brand Marketing Key Bank
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1:45pm
- 2:20pm

MAXIMIZING REAL TIME ANALYTICS TO PRIORITIZE, YIELD HIGH ROI, AND DELIVER FORECASTING INSIGHTS

With rising cost and declining revenue in healthcare, it is crucial for marketing leaders to focus on high-yield initiatives to counter this issue. In Cleveland Clinic, we have developed a marketing campaign tracking system that is aligned with finance, strategy, institute and enterprise analytics standards. This system has not only provided real-time analytics and insights in high ROI initiatives but also years of historical data to support forecasting, incrementality test and MMM models. This unified and streamlined process has also enabled a more efficient process for securing investments. Looking forward, in this AI era, we are exploring how AI can enhance this system as well as its next phase.

Lin Xie
Director, Marketing Data Science Cleveland Clinic
View Presentation
2:20pm
- 3:00pm

LEVERAGING DATA 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
3:00pm
- 3:35pm

WHISKEY, TEQUILA AND DATA: PERNOD RICARD’S RECIPE FOR AI-DRIVEN SUCCESS

The alcohol industry, governed by over 4,000 regulations and a complex three-tier distribution system, faces unique challenges and opportunities. Join Jonathon Kostranchuk, Director of Key Digital Program Deployment at Pernod Ricard, as he explores how the world’s second-largest spirits and wine company is transforming its business with advanced analytics and AI. Drawing from his global experience with HQ teams in Paris and leading transformations across markets such as the USA, Canada, Mexico, Brazil, and South Africa, Jonathon will discuss how Pernod Ricard navigates these complexities and adapts to evolving consumer behaviors,  altered and accelerated by post-COVID norms. Discover how AI-driven initiatives for Jameson, Absolut, and other brands are setting new standards in marketing effectiveness, revenue growth management, sales efficiency, and consumer insights. Learn from Pernod Ricard’s journey, including both successes and challenges, and see why the company was ranked among the top firms globally and as the top French firm in the 2024 Data and AI Human Capital Report, and featured as a Harvard Business School case study.

Jonathon Kostranchuk
Director, Key Digital Program Deployment Pernod Ricard
View Presentation
3:35pm
- 3:40pm

CLOSING REMARKS

Tina Jordan
Vice President, Data Excellence & Privacy Practice Association of National Advertisers
3:40pm
- 4:40pm
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.