Event Recaps
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GEORGIA-PACIFIC: EXECUTING AND INNOVATING WITH AN AGILE ADVANCED ANALYTICS CAPABILITY
Event Recaps April 13, 2021In this talk Dr. Ali Kefeli will offer an engineer’s view into the world of marketing as he discusses how critical “speed to insight” has been for Georgia-Pacific during COVID. He will cover how he champions the use of data-driven insights by first democratizing available data through technology, and then using an Agile approach to deliver in-house machine learning and marketing mix models. You will hear how this approach allows Georgia-Pacific to make better, faster, and more holistic commercial decisions across product, portfolio, pricing, channel, marketing and innovation.
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How MetLife Deepened Customer Relationships with Insights That Drive Action
Event Recaps April 13, 2021MetLife discussed its new analytical tools and approaches as a way to bring the voice of the customer to those who need it most within the organization in credible and powerful ways.
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Increase Revenue and Conversion with Advanced Micro-Segmentation
Event Recaps April 13, 2021Ericka Podesta McCoy, chief marketing officer at Resonate, shared how brands can improve their audience segmentation, driving increased revenue and conversions.
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Measurement Has Gone to the Cloud
Event Recaps April 13, 2021Scot Richardson from Acxiom discussed how cloud-based computing (servers accessed over the internet) can help with marketing campaign measurement.
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Partnership for Responsible Addressable Media: An Industry Update
Event Recaps April 13, 2021Bill Tucker, Stu Ingis, and Dennis Buchheim, discussed the latest from PRAM (Partnership for Responsible Addressable Media), an organization whose mission is to develop privacy-preserving principles for the industry.
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Saying Goodbye To Cookies
Event Recaps April 13, 2021Last year, Google announced its plan to end support for third-party tracking cookies in its browser by 2022. Apple already blocks third-party cookies in its browser by default. What impact will this have on advertisers? Will recent identity changes from Google complicate digital advertising further? In this session, we'll dive into cookies, why they're going away, and what might replace them.
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TURNING DATA INTO ACTION WITH REAL-TIME INSIGHTS
Event Recaps April 13, 2021How can a shift to Agile Learning empower a brand to make better data-driven decisions in real time? Join Analytic Partners in conversation with Colgate-Palmolive to find out how they worked together to evolve a holistic measurement program capable of delivering the actionable insights brands need for success in a time of disruption.
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Update On SAG-AFTRA Commercials Contract And New Influencer Contract
Event Recaps April 13, 2021The Joint Policy Committee represents advertisers and advertising agencies who have authorized them to collectively bargain on their behalf with SAG-AFTRA. In this session, we'll hear an update on schedule and process for the next SAG-AFTRA Commercials Contract, the new influencer contract and waiver, and additional updates.
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USING FAMILAR DATA TO ERASE TRANSFORMATION
Event Recaps April 13, 2021Diving into unfamiliar lines of business can be challenging for an established brand -- particularly when that line of business has traditionally been a competitor to the Brand’s core product line. For the Postal Service, digital marking channels were long perceived as a threat to Direct Mail advertising. Developing digital channels was viewed as antithetical to mail itself by both the Postal Service and customers who relied primarily on Direct Mail as a marketing channel. With the development of the Postal Service’s Informed Delivery feature, metrics for success had to be carefully selected – and shared – to resonate with concepts of success for existing products. This talk will discuss establishing existing measures for success and the evolution of those metrics to be in line with expectations for new products.
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Clubhouse: Social Media's Hottest Club
Event Recaps April 9, 2021Clubhouse, an invitation-only audio-chat networking app available only on iOS, is taking social media by storm. Since its launch in April 2020, Clubhouse has amassed a $1 billion valuation (on no revenue) and more than 2 million weekly active users. In this session, R3's Co-Founder and Principal, Greg Paull, will share how Clubhouse has combined key social platform trends to create the app for the next generation. Greg will also discuss the growth potential for the app, what this means for marketers, and how it stacks up against competitors like TikTok, Snapchat and Instagram.
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Make Your Social Sweeter: Using Life Moments To Connect With Your Audience
Event Recaps April 9, 2021Reaching your audience is one thing but how does a marketer inspire? Connecting the dots between various audiences, your brand, and their daily lives, to have it all come together requires special social storytelling that touches on life moments. Maximizing these opportunities involves agency and brand partnerships that work cohesively together. In this session, hear from digital and social media experts, Jeff Pearson, and Splenda's Matt Thompson, as they speak to the strategies behind creating successful brand social development and execution to make your life a bit "sweeter".
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Cox Communications, Inc. How Employee Resource Groups (ERGs) Can Help Drive DE&I
Event Recaps April 7, 2021Implementing or elevating employee resource groups can boost diversity and inclusion in the workplace. Feedback from ERG members can help influence recruitment and retention, communications, the promotion and tenure process, mentorship programs and existing barriers to career development. In today's sessions, Cox Communications and Heineken will share the evolution of ERGs and their best practices.
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Heineken: How Employee Resource Groups (ERGs) Can Help Drive DE&I
Event Recaps April 7, 2021Implementing or elevating employee resource groups can boost diversity and inclusion in the workplace. Feedback from ERG members can help influence recruitment and retention, communications, the promotion and tenure process, mentorship programs and existing barriers to career development. In today's sessions, Cox Communications and Heineken will share the evolution of ERGs and their best practices.
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Establishing a Sustainable Commercial Production Program
Event Recaps April 6, 2021Anheuser-Busch discussed how it adopted a green approach to producing a Super Bowl ad campaign for TV.
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How Brands, Agencies, and Their Partners Can Green the Bid and Make Advertising Sustainable
Event Recaps April 6, 2021Representatives of the Green the Bid initiative described the organization’s work on behalf of sustainable production and what brands and agencies can do to support the effort.
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Beyond Purpose: Finding Your Marketing Model
Event Recaps April 1, 2021Colin Mitchell of the agency Pltfrmr explained the importance of having a clear view of how one’s brand communicates and behaves.
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DTCC's Brand Journey: From Industry “Secret” to Visible Leader of Market Transformation
Event Recaps April 1, 2021The financial services utility DTCC described its various rebranding efforts.
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Analytics and AI in Entertainment
Event Recaps March 30, 2021In this session, FOX Entertainment and Jumpcut Media discussed how entertainment marketers can leverage AI and analytics to guide campaigns and future productions.
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Applying AI to Marketing Creative Review
Event Recaps March 30, 2021Harvey Raymundo shares how Amex is developing Artificial Intelligence tools to improve the efficiency of its creative approval process, increase speed to market for marketing campaigns, and reduce the brand's reliance on highly manual review processes.
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Data Ethics and Artificial Intelligence
Event Recaps March 30, 2021Marketers have a responsibility to take a closer look at the role and importance of data ethics. While compliance describes what you must do, ethics is about what you should do. And that means being willing to look at biases in data and how those biases can unintentionally get built into systems.
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