Committees | Events & Webinars | Analytics, Data Science & Measurement Committees Open House | ANA

Analytics, Data Science & Measurement Committees Open House

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The ANA Analytics & Data Science Committee and the ANA Measurement Committee are excited to combine for an in-person event in New York City on June 26, 2024 at TikTok's NYC Office. Don’t miss out on the opportunity to connect face-to-face with your peers and engage in rich discussion on relevant topics. RSVP today for this one-of-a-kind event! Please bring a valid copy of your photo ID for check-in.

ANA COMMITTEES OPEN HOUSE AGENDA
June 26, 2024  |  9:30 AM – 5:00PM PM ET

I. REGISTRATION & BREAKFAST (9:30 – 10:30 AM ET)

II. WELCOME & INTRODUCTIONS (10:30 – 10:40 AM)
Tina Jordan, Vice President, Data Excellence & Privacy, ANA

III. The Future of Mobile Discovery (10:40 – 11:20 AM ET)

As consumer habits increasingly favor mobile devices for media consumption, mobile entertainment has emerged as the primary focus for capturing consumer attention. Research from the TikTok Global & North America Research & Insights team has demonstrated that mobile devices are now the main screen, not just a secondary one.

As we tap into the advantages of mobile entertainment for brands, we will highlight TikTok's unique strength in discoverability. This research uncovers users' new search behaviors, turning to TikTok for a vast range of discovery. This research-backed framework highlights TikTok's key differentiators from other platforms and provides recommendations on how brands can activate on a user's search journey.

Speakers: 
Alexis Harris, Research & Insights Manager, Global & North America Functions, TikTok
Alejandro Garcia Medina, Research & Insights Partner, Global & North America Functions, TikTok

IV.  Marketing Strategy in the Era of Privacy & AI
What do Marketers Actually Do in the Age of Addressable Media & Automation?  (11:20 – 12:00 PM ET)

In today’s dynamic digital landscape, privacy concerns loom large as media becomes increasingly addressable. Amidst the whirlwind of tactics like triangulation & experimentation and the quest for privacy-safe data, we’re paving the way for an exciting data-driven future. 

But amidst this transformation, one question looms large: where do marketers fit in? How do we navigate the maze of how-to’s to uncover the strategic whats, especially as AI takes the reins? As modern marketers, are we shifting gears from Performance to Brand? Are we shifting all our spends to the vendors with the most data? How do we optimize creative across fragmented audiences, platforms, and data? Is segmentation still a thing? And where does competition fit in? And if the machines do the work, what is our role? Gap-filling? And who exactly do we hire nowadays?

Join us for an immersive journey through a diverse range of data-first topics, from crafting advanced audience strategies to harnessing the power of User-Generated Content to operationalizing multi-platform campaigns. We’ll also cover building teams to meet the mission.

Speaker:
Chris Hawk, Director, Global Media Investment & Platforms, Etsy

V. A Picture is Worth Infinite Words: A Preview Into ANA's Data Visualization Playbook (12:00 PM  12:40 PM ET)

“The greatest value of a picture is when it forces us to notice what we never expected to see.” John Tukey, 1977  Why Use Visualizations? About half of the people in the world learn best through visual means. This means that numbers from an analysis project will likely not mean anything to half the population — they will not understand the message or the insight. Data visualization means showing data and information in a visual way, using charts, graphs, maps, and other visual elements to represent data. Visualizing data can make it easier to comprehend and digest the narrative being shared or the point to be made. These new visuals can be used for many purposes, such as creating new data products or convincing management that the money the organization spends on marketing is worth it. By mastering data visualization, the marketing and data ecosystem can use data to its fullest potential, guiding decisions and strategies.

Speaker:
David Fogarty, Senior Vice President, Data Excellence & Privacy, ANA

VI. NETWORKING LUNCH (12:40 – 1:45 PM ET)

VII. Brewing Success: A Fireside Chat on Nespresso’s Journey to High Analytic Adoption (1:45 – 2:25 PM ET)

Brands investing in measurement programs like marketing mix modeling aim to understand marketing drivers and impact. Unfortunately, they fall short on measuring a range of promotions, complex offline and online sales activations, or external factors (including seasonality, category demand or trade promotions).

In this fireside chat moderated by Trent Huxley, Associate Vice President, Client Engagement with Analytic Partners, we feature Tanuj Gupta, Marketing Analytics, Data & Insights with Nespresso, along with Annalise D’Elia, Sr. Consultant, Client Engagement, Analytic Partners, as they discuss their approach to this problem and how Nespresso achieved high adoption of its commercial analytics program to drive double digit growth in capsule and machine sales, and democratize analytics across the organization.

The fireside chat will cover:

  • How Nespresso’s shift to commercial analytics provided a multi-dimensional analysis to their programs, including machine and capsule sales, promotions and retail partner sales, in-store events, and PR and brand activities. 
  • How scenario planning influenced investment plans to achieve more accurate financial forecasting and budgeting based on seasonality and other factors. 
  • The role commercial analytics played in creating transparency across the organization through monthly reporting cadences and adoption through cross-functional stakeholders.

Speakers: 
Trent Huxley, Associate Vice President, Client Engagement, Analytic Partners 
Tanuj Gupta, Marketing Analytics, Data & Insights, Nespresso 
Annalise D’Elia, Sr. Consultant, Client Engagement, Analytic Partners 

VIII. Short-term or Long-term? How Colgate-Palmolive Are Balancing the Equation to Drive Sustainable Growth (2:25 – 3:05 PM ET)

Brands are being challenged more than ever in balancing short-term KPs, like sales and ROI, versus long-term sustainable growth that can deliver brand equity, better margins, or halo effects onto the rest of the portfolio.

In this session, Mike Menkes, Group SVP with Analytic partners, demonstrates the importance of brands expanding priorities beyond short-term impact, and how they can balance across multiple KPIs using Commercial Analytics. You’ll also hear from Will Bottinick, Director of Global Marketing & Media Effectiveness at Colgate-Palmolive, and Derek Reifer, Senior Consultant at Analytic Partners, for a fireside chat to understand:

  • How Colgate-Palmolive pivoted from siloed, short-term metrics to take a more balanced, holistic view
  • The unique headwinds that influenced data-driven recommendations essential for sustaining and increasing household penetration
  • What prescriptive optimizations were made to overcome anticipated challenges

Speakers:
Mike Menkes, Group SVP, Analytic Partners
Derek Reifer, Senior Consultant, Analytic Partners
Will Bottinick, Director of Global Marketing & Media Effectiveness, Colgate-Palmolive

IX. CLOSING REMARKS (3:05 – 3:15 PM ET)

X. HAPPY HOUR 
(3:15 - 4:15 PM ET)
Join the ANA, fellow marketing leaders, and our event speakers for a reception featuring complimentary drinks!