Insights from the Analytics & Data Science Committee

Ananda Jaakson, senior director at TransUnion, discussed how the brand worked with the MMA and Ally Bank to prove that brand marketing can in fact drive growth for the business.

Johnson & Johnson shared how it identified high value activities on its website that correlated with offline sales. The organization also discussed data analysis enhancements that made the analysis possible and how some of the use cases that their insights enabled were implemented into marketing efforts.

Boston Consulting Group shared tips for how to create a decision-making framework that aligns key stakeholders and that uses the right set of analytic signals to create marketing budgets and determine how those budgets will be allocated.

Marketbridge’s Andy Hasselwander shared seven functional capabilities of analytics teams that will drive success and elevate the way in which the team is perceived across the rest of the organization.

Most direct marketers make contact strategy decisions vertically at an event-by-event basis. Hear several examples of how Colony Brands and other brands are using an innovative method for contact strategy and response modeling.

In this video, speakers from St. Jude Children’s Research Hospital and Smith Hanley Associates discussed trends in data science and the analytics job market, and what employers are seeking.

Speakers from St. Jude Children’s Research Hospital and Smith Hanley Associates discussed trends in data science and the analytics job market, and what employers are seeking.

In recent years, marketing mix modeling (MMM) had come to be seen as slow and backwards. Learn how recent innovations are allowing the approach to yield clearer insights, operate more quickly, and illuminate the long-term effects of advertising on brands as well as on sales.

In recent years, marketing mix modeling (MMM) had come to be seen as slow and backwards; recent innovations, however, are allowing the approach to yield clearer insights, operate more quickly, and illuminate the long-term effects of advertising on brands as well as on sales.

Deloitte data scientist John Friedmann reviewed some machine learning techniques, including feature engineering, classification models, and deep learning.

In this video, Deloitte data scientist John Friedmann reviewed some machine learning techniques, including feature engineering, classification models, and deep learning.

In this video, Pandora discusses both long- and short-term measurement of brand investments and Avocados from Mexico presents a case study on how the brand leveraged first-party data in its Super Bowl advertising.

In this session, learn about proven, detailed methods for measuring both short- and long-term brand impacts on revenue growth, as well as approaches to integrate these methods into more traditional, linear marketing measurement tactics.

John Eckhardt of Snap offered perspective on how advertisers concerned with measurement might adapt to the increasing demands for privacy protection being made on their industry.

Oracle discussed how CDPs are enabling enterprises like Panasonic Business better adapted to changing business conditions and support the customer journey along with corresponding best practices that have delivered proven results.

For marketers, data has always been the essential tool used to make critical decisions that affect their businesses. As our hyperconnected world continues to advance, it has become simple task to track every action a customer makes.

Recognizing that the world of online product reviews is rife with bias and blurbs that don’t cater to consumers’ specific needs, Consumer Reports designed an AI-powered product recommendation model that can take plain language requests submitted by users and deliver detailed, individualized product ranking reports.

IBM's Veena S. Pureswaran discussed how to modernize rules to create a scalable business environment, introduce interoperable standards to connect digital platforms and technologies, and support industry to modernize digital systems and processes.

Speakers from Sequent Partners, Roku, and Walmart discussed the opportunities and challenges to improve TV execution from the advertiser, publisher, industry, and analyst point of view.

Ben Worthen, CEO at Message Lab, discussed a new approach to measurement designed specifically for brand publishing that makes it clear how well content is performing.