Measurement & Accountability

WELCOME: (11:00 – 11:05AM ET) Bill Tucker, ANA Group EVP

AGENDA OVERVIEW: (11:05 – 11:10AM ET) Greg Pharo, Coca-Cola Global Director Media Analytics & Advertising Research and Committee Chair
SPEAKER INTRODUCTIONS: Patti Wakeling, ANA

I. IBM's MULTI-TOUCH ATTRIBUTION PROGRAM (11:10 – 11:55PM ET)
IBM will provide insight into their MTA framework, the optimization engine for marketing campaigns and improved consumer experiences.

Speakers:
Yvonne Li, Associate Director of Data Science & AI, Marketing Analytics & Media Practice – IBM

II. TAKING THE LEAD IN CREATIVE EFFECTIVENESS WITH AI (11:55 – 12:30PM ET)
As our world is shifting due to COVID it is more important now than ever before to get your messaging right. Advertisers need a quick and cost-effective solution for creative testing. One that easily allow them to test volumes of advertising and quickly understand what is/is not effective to accelerate go-to-marketing timing.
Using AI and machine learning to drive the creative process not only saves time, but allows you to be more creative and effective, while driving media and cost efficiencies that optimize spend. This presentation, with client testimonials, will provide you an overview of this incomparable technology that is changing how creative is developed and effectiveness is measured – now and in the future.

Speakers:
Kerry Benson, Content Analytics Practice Lead – Kantar Analytics Practice

III. ROUNDTABLE DISCUSSION: COVID-19 ON MEASUREMENT AND MFM AGENDA (12:30 – 1:00PM ET)
• Overcoming COVID-19 on measurement challenges. (12:30 – 12:45PM ET)
Greg Pharo, Coca-Cola Global Director Media Analytics & Advertising Research, will share things to be aware of when working with suppliers and measurement companies.
• Update on Measurement For Marketers agenda (12:45-1:00PM ET)
          o ANA Cross-Media initiative by Bill Tucker, ANA Group EVP & Artie Bulgrin, ANA consultant
          o Accreditation Status of Walled Gardens/Large Digital Platforms by Patti Wakeling, ANA contractor

Speakers:
Greg Pharo, Global Director, Media Analytics & Advertising Research, Coca-Cola, and ANA Measurement & Accountability Chair
Bill Tucker, Group EVP – ANA
Artie Bulgrin, Consultant for the ANA
Patti Wakeling, Contractor for the ANA