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

This event is over.

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.”

Agenda

TIME EVENT DETAILS LOCATION
Wednesday, December 5, 2018
8:15am Breakfast

PG&E General Office Auditorium Foyer
9:00am Opening Remarks

PG&E General Office Auditorium
9:10am

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
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10:00am

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
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10:50am Coffee Break

PG&E General Office Auditorium Foyer
11:05am

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
President Heat
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11:55am

HOW TO UNLOCK BUSINESS GROWTH WITH INCREMENTALITY

As consumer behavior continuously evolves and the media landscape is increasingly fragmented, understanding effectiveness has become the highest priority for marketers. The key to unlocking the secrets of effectiveness is measurement. In this session, eBay and Facebook will discuss how to embrace a culture of learning and unlock growth through the use of incrementality measurement.

Jesse Goranson
Director, Marketing Facebook
Tony Flanery-Rye
Senior Director, Growth Analytics eBay
12:35pm Lunch

PG&E General Office Auditorium Foyer
1:35pm

ACTIVE CONSIDERATION ON PINTEREST: A MULTI-METHOD APPROACH TO UNDERSTANDING AND PREDICTING CONSUMER

Pinterest uniquely fosters an Active Consideration mindset and measures it by combining trends in search/saving behavior, users’ stated preferences for leveraging the platform, and a controlled neuroscience experiment to distinguish between active considerers and passive browsers. In this presentation, Vanessa Hensler, PhD, Lead Ads Researcher at Pinterest, will share their original research which investigates Pinners' path of wedding planning and includes a comparison between people actively planning a wedding versus those just interested in weddings, and an understanding of the emotional/cognitive correlates of the various stages leading up to the big day. Learn how this approach can be applied for your business.

Vanessa Hensler, PhD
Lead Ads Researcher Pinterest
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2:25pm

HOW TO CLOSE THE LOOP ON DATA-DRIVEN CREATIVE

Data can be valuable. It can also be confusing. What's important isn't having data about everything. It's having insight. In this session, Adam Kleinberg, CEO of San Francisco creative agency, Traction (www.tractionco.com), will discuss how they combined data analytics and qualitative research to uncover insights about customers to help Lenovo develop creative work that drove the highest engagement their commercial marketing team had ever seen.

Adam Kleinberg
Chief Executive Officer Traction
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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.