Analytics & Data Science

Due to increasing concerns about the spread of the coronavirus (COVID-19), and in the interest of public health and safety, the ANA will hold our regularly scheduled committee meetings via webinar only, until further notice. This enables you to avoid travel and still take advantage of the benefits that these meetings provide. Your health is a number one priority for us. If you have any questions, please contact Tina Jordan at tjordan@ana.net.

INTRODUCTIONS (11:00 – 11:05AM)

I. Personalization – Fact or Fiction? (11:05-11:25AM)

The concept of Personalization (I.e. 1-to-1, micro-targeting) is currently all the rage in blogs, journals and the Data/Analytics world.  With the immense amount of information that we’re able to access about every person, shouldn’t we finally be communicating with individuals when, where, and how they want to engage with our products and brands on a very personal level?  We should be micro targeting and achieving similar reach to our historical methods through programmatic buying with AI that makes it easy to know every single touch point that a person has had with our advertising and products… Shouldn’t we? In this talk, we’ll answer this question and you’ll learn how Diageo think about personalization in the current age of marketing.

Speaker:
Chris Cable, Director of Insights, Analytics & Strategies,  Diageo

II. What Emerging AI-Driven Data Shows Us About Rapidly Evolving Consumer Behavior  (11:25AM-12:05PM)

These are uncertain times. COVID-19 has stoked anxiety and fear in consumers across economic and demographic divisions, disrupting the way brands and media approach their customers and prospects. What will consumers do over the next 3-6 months and what are the key data sets that can drive effective communication with consumers during such unprecedented disruption? How can you leverage data, insights and analytics to understand the fluid market? With A.I. and continuous consumer research in a connected ecosystem, you can have real-time insights to help you address a market that is changing daily.
Join Resonate's Co-Founder and Chief Strategy Officer, Andy Hunn for a frank discussion on quickly emerging consumer data relating to health habits, finances, dining out, emergency shopping and more.

You’ll find out about:
• What data and analytics tools are available to help brands understand customers and prospects during uncertain times?
• How consumer online behavior is evolving as a result of coronavirus and what do these data mean for advertisers?
• Data from Resonate’s connected flash survey on COVID-19 and how you can use it to drive business decision making

Speaker: Andy Hunn, Co-Founder and Chief Strategy Officer, Resonate

III.  The Moving Target: (Re)Building Audiences in Real Time  (12:05-12:45PM)

Today’s consumer is a moving target - they lead multifaceted lives, making it imperative that marketers reach them wherever they are in their day. While traditional persona-based targeting used to be the go-to approach, microtargeting is now the key to reaching an audience, and unlocking countless others. Weleda, a natural beauty care provider, has worked to demystify the process for building a multi-dimensional target in a digital world: the keys to success for growing your brand with the right message AND right influence working in harmony as a powerful framework for success. "Inner Nature." 2020 International ECHO Awards Bronze Winner, Best Use of Data-Driven Technology. Brand: Weleda. Lead Agency: The Shipyard.

Speakers:
Randi Jachino, Vice President Marketing, Weleda
Lance Porigow, Chief Marketing Officer, The Shipyard

IV. MEMBER ROUNDTABLE & CHALLENGES DISCUSSION (12:45-1:00PM)

Participate in a discussion of submitted challenges in marketing analytics. Get guidance on trends and hot topics in ML, AI, and more! This is a great opportunity to learn from your peers.