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

PG&E LEVERAGING BIG DATA ACROSS DIGITAL PROPERTIES

PG&E is the largest US utility to have installed smart meters across its entire service territory, which covers 70,000 square miles and 9.4 million residential and commercial properties. Hear from Gretchen Lee, Manager, Web Operations how PG&E is delivering quality user experience and developing content solutions across web and mobile properties.

Gretchen Lee
Manager, Web Operations Pacific Gas & Electric
9:55am

MEASURING THE TRUE BUSINESS IMPACT OF A BRAND CAMPAIGN

Measuring the impact of a brand campaign has been a challenge for decades -- especially when it comes to measuring both “sentiment” metrics and “business” metrics. The goal remains elusive even as measurement of marketing direct response has become increasingly sophisticated. When Uber decided to launch a massive brand campaign in May 2018, they had to come up with a way to measure impact that met Uber’s high analytical bar, and could win over skeptics by showing a quantified indisputable business impact. In this session, Kevin Frisch, Head of Performance Marketing and CRM, North America explains the multi-pronged measurement approach they developed (it’s still in market!), it’s pros and cons, the challenges they had, and what they have learned so far.

Kevin Frisch
Head, Performance Marketing and CRM, North America Uber
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

SEIZING THE REAL AI OPPORTUNITY

Artificial intelligence (AI) is a source of both great hope and rising fear. To be sure, AI has made incredible advances in recent years, and there is some substance behind the hype: it can be applied to help increase productivity, improve customer interactions, and quickly solve problems too complex for human brains. Hear from Jocelyn Lee and Randy Browning will discuss how how AI and technology can augment and empower creativity in advertising.

Jocelyn Lee
Head, Media Strategy and Ad Technology Deloitte Digital
Randy Browning
Founder Blab
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 and Fabletics. As a multi-brand retailer that operates on a subscription model, TechStyle faced challenges measuring media performance as it relates to customer acquisition. Danielle Ragan, Director, Media Operations and Strategy explains how they solved this problem enabling them to make effective optimization decisions on a daily basis using the most up-to-date attributed metrics.

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.