Using Marketing Analytics To Drive Business Growth @ Bank of America - Presented by Neustar

This event is over.


Competitive pressures are increasing for marketers today as customer demands and preferences constantly shift. There is increasingly less margin for decision-making error. Meanwhile, torrents of data are flowing from a broadening array of sources that bring huge potential to improve how companies operate and their ability to turn insights into action. Nearly all businesses see value in data and measurement but only a few are fully harnessing its potential to contribute directly and substantially to business results ranging from greater decision-making speed, flexibility, and customer understanding, to improved ROI, profitability, and marketing credibility.

Join us for an exciting and informative day, hosted by Bank of America, and hear success stories in data and analytics. This 1-Day Conference will showcase leading client-side marketers representing a diverse array of industries discussing their strategies behind applying effective data analytics applications and the measurement of key objectives.

There will also be a special section during this conference that addresses Talent Week in New York and the Talent Forward Alliance, which like ANA’s Data Analytics Center, was created to address the critical needs of talent and data and analytics as critical priorities for marketing organizations today.



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 12, 2019
8:15am
- 9:00am
Networking Breakfast

9:00am
- 9:15am
Intro/Welcome

9:15am
- 9:55am

WITH GREAT DATA COMES GREAT RESPONSIBILITY

Today’s digital age and emerging technologies for collection have created a proliferation of data for marketers to create more personalized content. But as consumers and regulators push for greater control over data, how marketers balance this expectation and responsibility becomes paramount.

David Stevenson
Strategic Marketing Executive, Marketing Data and Targeting Bank of America
View Event Recap
9:55am
- 10:35am

MEASURING EXPERIENCES AND QUANTIFYING IN REAL LIFE (IRL) EXPOSURE

Get a peek under the hood of how Live Nation is using data, analytics and technology to understand the ‘Return on Investment’ and ‘Return on Objective’ for their partners. You’ll hear about use of On-Site Spatial Intelligence to understand people flow at large music festivals, and learn the applications of digitizing and connecting the IRL exposure to the Mar-Tech ecosystem.

Anubhav Mehrotra
Head, Analytics & Measurement Live Nation
View Event Recap
10:35am
- 10:50am
Coffee Break

10:50am
- 11:00am

TALENT FORWARD ALLIANCE - SPECIAL SUPPLEMENT

11:00am
- 11:40am

BUILDING TRUE MARKETING CAPABILITIES FOR GROWTH

The digital economy has forced marketers to reskill their organizations to take advantage of new opportunities in marketing analytics to reach consumers. To manage through this transformation, Anheuser-Busch InBev has built a marketing capability framework that identifies core skills, learning opportunities, and performance expectations and KPIs for its marketing organization. Hear how Anheuser-Busch InBev has driven this capabilities mindset throughout the organization and how they measure and track marketing performance against key metrics.

Vanessa Ivette Rosado
Global Director, Marketing Capabilities Anheuser-Busch InBev
View Event Recap
11:40am
- 12:20pm

FOSTERING BUSINESS, MARKETING AND HR PARTNERSHIPS FOR CAPABILITIES SUCCESS

Campbell Soup has built a marketing capabilities framework that identifies core skills in marketing measurement, growth and learning opportunities, along with performance expectations that impact critical KPIs for its marketing organization. This presentation will showcase how Campbell’s is effectively driving a capabilities mindset throughout the organization and illustrate the ever important "How", around the leadership behaviors marketers should embed into their everyday way of working. This presentation will provide a deep dive into key learnings, successes and failures relating to fostering effective internal partnerships.

Samuel Monnie
Director, Marketing Capabilities and Digital Transformation Campbell Soup
View Event Recap
12:20pm
- 1:10pm
Lunch

1:10pm
- 1:40pm

DATA SCIENCE SKILLS FOR MARKETING

The Data Science Skills Marketing Needs
Analytics is among the most highly in-demand information skillsets in nearly every industry today, and there is expected to be a flood of new computer and data science college grads coming. Marketing needs a very specific set of skills given the nature of the changing environment and truth sets, and while there is a lot of emphasis in academia on algorithms and model calibration methodology, for many applications the ability to hypothesize what data elements are important, prior to analysis, is critical. This presentation features experts in data science who will share why data science for marketing requires a deeper understanding of consumer behaviors, the market, and the competitive environment. 

Robert Stratton
Vice President, Data Science Neustar, Inc.
Alex LePage
Head of Product Marketing Strategy Neustar, Inc.
1:40pm
- 2:20pm

DESIGNING WITH DATA: HOW TO ACTIVATE YOUR DATA

Bringing data into the design process to drive personalized experiences is a key area of growth today. Hear how to effectively leverage data to drive marketing effectiveness by better understanding consumers and predicting their interests and by developing a holistic data and analytics program.

Ella Chinitz
Managing Director EY
View Event Recap
2:20pm
- 3:00pm

LEVERAGING ANALYTICS TO ENHANCE CONSUMER EXPERIENCE AND DRIVE REVENUE GROWTH

Conde Nast manages one of the most coveted global media portfolios where each of its brands sustains its own unique value proposition with consumers. Leveraging data & analytics plays a critical role in the ability to improve marketing content and product development, while significantly impacting the organization’s overall marketing strategy, that promises to keep user experience the focal point.

Ainul Huda
Vice President, Analytics, Marketing and Audience Development Conde Nast
View Event Recap
3:00pm Conference Adjourns


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.