Data-Driven Marketing, Hosted by Rutgers University

This event is over.

Join the ANA Educational Foundation (AEF) and Rutgers University on Friday, March 5, 2021 to hear from top minds in data-driven marketing. In an increasingly competitive market, leveraging data is essential to driving growth and marketers across all industries face the challenge of transforming data into actionable insights. Join us as we explore the convergence of data science and business and hear best practices, actionable takeaways and insightful case studies on how top brands utilize data and its impact on marketing.

 



Agenda

TIME EVENT DETAILS LOCATION
Friday, March 5, 2021
2:00pm
- 2:05pm

OPENING REMARKS

Marcia Soling
Vice President, Content Manager AEF
Lei Lei
Dean Rutgers Business School
2:05pm
- 2:40pm

THE INTERACTION OF DATA AND CREATIVITY IN MODERN MARKETING

In today's environment, the intersection of data and creativity overlaid with empathy is essential to the client experience. Marketing driven exclusively by data without creativity lacks emotional connectivity; marketing driven exclusively by creativity without data informing the creative lacks personalization. Research has shown that companies that integrate creativity and data have growth rates twice as high as companies that do not. So, it's about finding the right marriage of art and science. Emily Pachuta, Invesco, will discuss Invesco's journey in bringing together these two important disciplines and explore questions that marketers must ask at every stage of their careers.

Emily Pachuta
Chief Marketing & Analytics Officer for the Americas Invesco
2:40pm
- 3:15pm

OMNI-CHANNEL PERSONALIZATION USING DATA AND AGILITY TO BUILD CONSUMER CENTRICITY

Personalization at Scale is a key lever in building true consumer intimacy across our business by moving from mass to personalized connections with our consumers and shoppers.  PepsiCo is building internal data capabilities that are aimed to drive mental and physical availability to connect with our consumer in more relevant way.

Abhishek Jadon
Senior Director - Global Consumer Data and Personalization PepsiCo
3:15pm
- 3:50pm

CHANGING THE CENTER OF GRAVITY

Marketing has historically been siloed by Campaign, Channel, or Company interest. Leading Marketers are flipping the model to be more customer-centric, mobile-friendly, and embrace a full-journey approach across channels and customer touchpoints. Marriott International, with 30+ hotel brands, 145M+ Marriott Bonvoy members, and several additional travel services is one company transforming its Marketing and Customer Engagement model. Join Andy Kauffman, Marriott International and Rutgers College class of 1996 alum to learn more about executing this change on a global scale while faced with business challenges and changing consumer realities resulting from the global pandemic.

Andy Kauffman
Senior Vice President, Marketing Channels & Optimization Marriott International
3:50pm
- 4:25pm

HOW COVID IS IMPACTING CONSUMERS' MENTAL AND PHYSICAL HEALTH & THE IMPLICATIONS FOR CPG

The COVID-19 Pandemic is an unprecedented event in the modern era. The CPG industry is beginning to see the implications that the new normal is an unstable environment. However, there is hope for research that can more effectively prepare CPG manufacturers to predict shopper and consumer behavior. NAILBITER partnered with RB & Campbell's Snacks to uncover an inside look on the impact of COVID-19 on consumer's Mental & Physical Health during the Holiday season to uncover data that will help understand what changes are occurring and how brands can better position themselves and engage with their audience.

Amishi Takalkar
CEO Nailbiter
4:25pm
- 4:55pm

A FIRESIDE CHAT WITH RAJA RAJAMANNAR

Raja Rajamannar
Chief Marketing & Communications Officer Mastercard
4:55pm
- 5:00pm

CLOSING REMARKS

Can Uslay
Vice Dean for Academic Programs and Innovations Rutgers University

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.