Analytics & Data Science
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Welcome & Introductions (10:00 - 10:15 AM ET)
Tina Jordan, Senior Director, Association of National Advertisers
I. Customer Lifetime Value for Marketing (10:15-11:00 AM)
This session will address how Cigna has used its Customer Lifetime Value measurement system for measuring, segmentation and audience selection to form a better linkage between Marketing and Finance arms of the organization. Case examples and best practices will also be presented.
Benny Wong, Head of Data Science, Cigna Healthcare International Health
II. Evolving Multicultural and Inclusive Targeting in Cookie-less/Strict-Privacy Landscape (11:00-11:50 AM)
Accurate identity data has challenged Multicultural & Inclusive segments targeting and attribution for decades. Tougher privacy policies and post-ID deprecation have amplified the issues for Diverse Targeted web, mobile, and CTV sellers/buyers. Panelists will share their outlooks on new requirements and the increasing role of contextual and emerging advances for media selling inventory directly to buyers or through programmatic platforms, how targeting data quality may be impacted, and what brands and diverse media need to do now.
Hosted By:
Jim Spaeth, Partner, Sequent Partners
Panelists:
Carlos Santiago, Co-Founder, ANA’s Alliance for Inclusion & Multicultural Marketing
Jessica Ricaurte, CRO, Adsmovil
David Kohl, President & CEO, TRUSTX
Jennifer Garcia, SVP Data Science & Research, Publicis Media
III. How Pre-Built Capabilities Are Simplifying Analytics Workflows (11:50-12:30PM)
Native integrations are making it easier for data scientists to do more within a single analytics environment. From start to finish, they can now access a variety of data sources, build algorithms, and activate the data for marketing purposes all from one place. In this session, you will learn how analytics experts can accelerate their workflows, leveraging all the advantages of cloud computing more seamlessly than ever before.
Bryan McRae, Product Manager, Acxiom
IV. Closing Remarks (12:30-12:45pm ET )