Hear How Top Brand Verticals Optimize Data Analytics For Maximum Growth: ANA and Neustar Present the 2022 Genius Awards

This event is over.

Data And Analytics rise to the challenge of fundamental if not a fully mission critical components to any marketing campaign. This year, the ANA Genius Awards continue to showcase the best in data driven strategies from companies across industry sectors and revenue, including brands, media platforms, and nonprofits. Selected by the expert panel of judges, these winning companies have leveraged analytic thinking to fuel bottom-line revenue growth, all while managing to address some of the greatest challenges.

At this event, the ANA Data & Analytics Practice, along with our valued partners at Neustar, will provide a sneak peek into several case studies with winning strategies. Hear firsthand how companies tackled their specific business challenges to help drive growth. The four categories include:

  • Winner for Marketing Analytics Adoption: Hilton
  • Winner for Marketing Analytics Storytelling: Sanofi
  • Winner for Marketing Analytics Innovation: Pepsico
  • Winner for Marketing Analytics Growth: Prudential

Agenda

TIME EVENT DETAILS LOCATION
Thursday, December 15, 2022
11:00am
- 11:03am

WELCOME REMARKS

Tina Jordan
Senior Director, Data & Analytics Practice Association of National Advertisers
11:03am
- 11:39am

TRANSFORM YOUR MEASUREMENT FRAMEWORK

According to TransUnion’s latest Consumer Pulse Survey, 69% of all consumers plan to change their spending because of inflation. As consumer behavior shifts, brands need to reevaluate their marketing strategy to meet changing needs. In addition, changes to data availability and growing privacy regulations have impacted our ability to perform marketing measurement in the same way we have done historically. Join Neustar, a TransUnion company to learn how to establish a strong foundation to navigate these changes and how to develop an effective measurement framework to drive your business forward.

Marc Vermut
VP, The Knowledge Lab Neustar, a TransUnion Company
View Presentation
11:39am
- 12:10pm

HARNESSING THE FULL POTENTIAL OF MARKETING MIX MODELS: HOW ATTENTION, CREATIVE AND AUDIENCE PERSONALIZATION CAN DRIVE ROI (GENIUS WINNER IN MARKETING ANALYTICS INNOVATION)

PepsiCo, has reinvented the use of marketing mix modeling, and developed a proprietary system called the "ROI Engine" to measure the ROI of full funnel marketing campaigns and inform annual plans with its channel level predictive engine. 
 
At the same time, online media allows for even more comprehensive and granular measurement of the underlying factors associated with media execution and response.  This is the "WHY" behind the digital media ROI results.  Within PepsiCo’s ROI engine there is “MOAT”, which provides viewability and attention levels, and “CREATIVE X”, which scores all the creative. And “DATORAMA” offers rich detail at the ad product and audience level. 
 
The Real Time Optimization team has developed this leading indicator system to predict the ROI outcomes of digital campaigns based on engagement, creative, and audience mix.  This allows the PepsiCo team to further dissect campaign-level incrementality into the underlying components of WHY.

Sameer Kothari
Director, Global Media Analytics & Digitalization PepsiCo
Will (Todd) Kirk
Principal Middlegame Marketing Sciences
View Presentation
12:10pm
- 12:30pm

CORRELATING CUSTOMER EXPERIENCE WITH ECONOMIC RETURNS - A CX ROI FRAMEWORK - PRUDENTIAL (2022 GENIUS WINNER IN MARKETING ANALYTICS GROWTH)

Customer Experience (CX) is a key market differentiator and growth driver for Prudential. Continuous CX investments and prioritization is critical for its long-term success. Historically, measuring CX ROI (Return on Investments) has been a challenge. Unlike traditional functions, a CX initiative may have a longer pay-back period with no line of sight into economic returns. Through this project, Prudential Marketing analytics in alignment with Finance and the business teams, established a robust and standardized framework for evaluating CX Returns that can be replicated across it’s multiple businesses. This critical capability is now helping the organization re-look at CX prioritization and instrumental in optimizing CX spend and budget. It has also helped identify. This critical capability has also enabled us to pro-actively identify CX Optimizing opportunities for pilot programs and targeted experiments around growth and service optimization.

Amborish Baruah
VP - Marketing Analytics & Insights Prudential Financial, CMO Office
Elizabeth Wilson
VP of Marketing, Program and Strategy Prudential Financial, CMO Office
View Presentation
12:30pm
- 1:04pm

EXCELLENCE IN MARKETING ANALYTICS STORYTELLING: SANOFI'S STORY

While use of data can both qualify and quantify a strategy or message, data alone is not meaningful. A story needs to be told, and one that encourages actionable insights. Through a narrative, visuals, and insights -- along with data -- marketers' understanding of consumers and their brands opens new doors and shows results in action. This is the successful combination which paints the complete picture.
 
Hear Sanofi’s Story, how they successfully created measurable value by leveraging data to tell an analytical story that explains, enlightens, and engages. 

Shawn Gasparini
Sr. Manager, Business Intelligence & Analytics Sanofi
1:04pm
- 1:38pm

STAYING ON THE CUTTING EDGE THROUGH EXCELLENCE IN ANALYTICS ADOPTION AT HILTON

As a global hospitality brand with universal recognition, Hilton wanted to stay on the cutting edge of marketing analytics to propel the organization into the future. Through partnership with Analytic Partners, the implementation of Commercial Mix Analytics and Live Modeling solutions allowed Hilton to empower their media and analytics teams through ongoing analytics-driven insights and results. In this session, Hilton will share how they drove adoption of these solutions across the organization in a very short timeframe, across multiple stakeholder teams. They will explore how full organizational buy-in was made possible by the actionable insights delivered by Hilton’s internal teams, thus proving the value and accuracy of the measurement program. Analytic Partners will discuss the evolution of the analytics program, and how that enabled year over year double digit growth in ROI over the past 2 years.

Jen Benkarski
Senior Director, Marketing Performance and Insights Hilton
Amy Wainwright
Senior Manager, Marketing Performance Hilton
Meghan Gemmill
Director Client Engagement Team Analytic Partners
View Presentation
1:38pm
- 1:39pm

CLOSING REMARKS

Tina Jordan
Senior Director, Data and Analytics Practice Association of National Advertisers

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.