ANA Data & Analytics @ PG&E presented by Deloitte Digital

Leveraging data is invaluable to remain relevant and drive business value. In this increasingly competitive marketplace, marketers must understand not only how to collect and aggregate data, but how to mine it – to turn it into actionable insights to maximize marketing effectiveness. 

Join us for this ANA members-only event where presenters will share case studies, best practices, and actionable takeaways in leveraging data and analytics to improve marketing performance. You will also learn from and network with industry peers working every day to influence decision making and drive business value through analytics.  

Post-conference perspectives from attendees at a previous ANA Members Only Conference held at Pacific Gas & Electric Co. include:

  • “Presenters were excellent. They were passionate and super experienced on the topics and very engaging.”
  • “So many engaging, interesting speakers to learn from! Truly one of the best ANA conferences I've been to.”
  • “Great group of varied topics that all apply to what the audience does.”

when

Start: Wednesday, December 5, 2018 at 8:15am

End: Wednesday, December 5, 2018 at 3:00pm

WHERE

PG&E
245 Market Street
San Francisco, CA 94105

Registration Pricing

Client-Side Marketer Marketing Solutions Provider Gold Marketing Solutions Provider Silver Associate Individual Nonmember
Registration
REGISTRATION Client-Side Marketer $0 Marketing Solutions Provider Gold $250 Marketing Solutions Provider Silver $350 Associate Individual N/A 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
Wednesday, December 5, 2018
8:15am Breakfast

9:00am Opening Remarks

9:10am

HOW PG&E OPTIMIZES THE CUSTOMER EXPERIENCE ONLINE

PG&E is one of the largest combined natural gas and electric energy companies in the United States, delivering some of the nation's cleanest energy to nearly 16 million people in Northern and Central California. Hear from Gretchen Lee, manager of web operations, to learn how the company continually monitors, evaluates and optimizes digital content for customers who have chosen pge.com as their channel of choice.

Gretchen Lee
Manager, Web Operations Pacific Gas & Electric
10:40am Coffee Break

11:00am

BUILDING AN IN-HOUSE ANALYTICS TEAM

Analytics is a competitive advantage that can separate the winners from the also rans. However there is a difference between an analytics team that does interesting work and an analytics team that influences and drives significant business decisions. Building a successful analytics team requires not just good analytics work but also integration with business processes, education for decision makers, training for analysts & and a singular sense of purpose for the analytics team. In this session, Clorox will share its successes in building out an in-house analytics team that is respected both within and outside the company.

Ashish Joshi
Senior Director, Global Data, Analytics and Data Science The Clorox Company
11:45am

LEVERAGING PREDICTIVE DATA THROUGH THE ENTIRE AD PROCESS:

Artificial intelligence (AI) has made incredible advances in recent years; it can provide insights to influence creative briefs all the way to delivering predictive data to optimize SEM and SEO. Using Predictive AI, marketers are now able to not just look back at where discussions have been trending online but actually predict where they will be going. The AI powered technology can provide highly accurate predictions of conversations, offering more time to make creative based on future conversations and purchase relevant keywords before their prices rise. Hear from Heat, Mike Barrett will discuss how organizations can leverage AI and technology through the entire ad process.

Mike Barrett
Head, Marketing Heat
12:30pm Lunch

1:30pm

HOW TO UNLOCK BUSINESS GROWTH WITH INCREMENTALITY MEASUREMENT

In partnership with industry leaders including Netflix, eBay, Airbnb and Booking.com, Facebook developed a whitepaper to provide an actionable POV to a broad audience on how to “Unlock Business Growth with Incrementality Measurement”. Incrementality measurement is designed to calculate a lift in ad performance by comparing differences in outcomes between a group of people shown an ad and a comparable control group that didn't see the ad. Using a test vs. control format, incrementality measurement allows advertisers to compare different variables in ad campaigns and determine effectiveness of each - ultimately helping inform marketing decisions and budgets.

Jesse Goranson
Director, Marketing Facebook
2:15pm

ADVERTISING ATTRIBUTION @ TECHSTYLE: ZOOMING OUT, ZOOMING IN AND CONNECTING THE DOTS…

TechStyle Fashion Group is a global fashion and lifestyle company and the parent company to JustFab, FabKids, ShoeDazzle, SavageXFenty and Fabletics. As a multi-brand retailer that operates on a subscription model, TechStyle faced challenges with attribution.  With increasing concerns about consumer data privacy leading to decreased advertiser transparency, it has become more and more difficult to build a robust attribution model that assigns credit to all the channels that contribute to acquiring a new customer. Danielle Ragan, Director, Media Measurement and Analytics explains how they instead spend time digging deep into every individual channel, anchoring back to the total, to understand what strategies are driving performance.

Danielle Ragan
Director, Media Operations and Strategy TechStyle Fashion Group
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.