Analytics & Data Science

Welcome & Introductions (11:00 AM)
Tina Jordan, Senior Director, ANA

I. Evolving Challenges of Advertising Measurement: Framing a Path Forward (11:10 AM -11:50AM)

The changing media landscape continues to demand that long-standing tools like Marketing Mix Modeling change how they're built, delivered, and adopted for decision making to remain relevant and valuable. Patrick will discuss some of these challenges, and the work that he continues to do to lead this evolution at Colgate. This will also be an opportunity to discuss the challenges and opportunities you face in your own organization on this topic with an experienced industry leader in the marketing measurement space. 

Speakers:
Patrick McGraw, Director Global Analytics Integration, Colgate-Palmolive Company 
Alice Sylvester, Partner, Sequent Partners

II. Machine Learning Applications, Tips and Tricks (11:50 AM -12:30 PM)

For the practitioners and citizen data scientists: With so many modelling software options in the marketplace, this presentation will endeavor to summarize key applications for Machine Learning in the marketing and advertising space. Seasoned Deloitte data scientist, John Friedmann will discuss the key differences between various techniques, including creating and evaluating model success  and demonstrate some tricks and techniques. 

You will learn:

•  Some of the key differences between various techniques
•  How to create ensemble models to maximize the benefit of using multiple approaches
•  How to evaluate model success
•  How to attribute input feature importance both at an overall level and segment or individual level

Speaker:
John Friedmann, Manager, Advanced Analytics, Deloitte

III. Member Roundtable: What Is the Answer to YOUR Data & Analytics Challenge? (12:30 PM -1:00 PM)

Organizational management, customer and audience segmentation, media and ad/spend, lead/customer scoring, personalizing customer experience, and the range of challenges surrounding them -- first and third-party data, test and learn, attribution enterprise adoption, walled gardens, what modeling programs are best, etc. 

This is your time to engage with your fellow committee members in open discussion around evolving issues and current challenges in data analytics. We look forward to a very engaging discussion of pain points among colleagues, with a group poll to follow. This is a great opportunity to learn from your peers.

Moderator:
Devyani Sadh, Ph.D., CEO & Chief Data Officer, Data Square