2019 Data & Measurement Conference Presented by Google

ADVERTISING ATTRIBUTION @ TECHSTYLE: ZOOMING OUT, ZOOMING IN AND CONNECTING THE DOTS…

TechStyle Fashion Group is a global fashion and lifestyle company and the parent company to JustFab, FabKids, ShoeDazzle, Savage X Fenty and Fabletics. As a multi-brand retailer that operates on a subscription model, TechStyle faced challenges with attribution.  With increasing concerns about consumer data privacy leading to decreased advertiser transparency, it has become more and more difficult to build a robust attribution model that assigns credit to all the channels that contribute to acquiring a new customer. Danielle Ragan, Director, Media Measurement and Analytics explains how they instead spend time digging deep into every individual channel, anchoring back to the total, to understand what strategies are driving performance.

Danielle Boeglin

Director, Media Operations and Strategy TechStyle Fashion Group

HOW ADDRESSABLE TV IS DRIVING BUSINESS OUTCOMES FOR BRANDS TODAY

Today, addressable advertising is driving meaningful and actionable results for marketers. Cadent addressable COO Jamie Power will explore how marketers can identify the right households, send messages only to those high-value audiences and later, measure each campaign’s impact against a chosen KPI, informing future campaign planning. Through standardized reporting and a transparent technology partner, marketers can understand every single part of what worked and what didn’t work with their addressable TV campaigns.

Jamie Power

COO Addressable & Head of Analytics Cadent

HOW TO REACH NEW WAVES OF CONSUMERS

There is no “one size fits all” when it comes to consumers being digitally savvy. What's consumers order of digital adoption? Which generations are more interactively driven? How do direct-to-consumer brands play a role in this process? Hulu’s Head of Ad Sales Research, Asaf Davidov, will take a dive into the consumer’s digital path and explore their attitudes and behaviors around ad experiences, formats and brand messaging.

Asaf Davidov

Head of Ad Sales Research Hulu

UNIFIED MEASUREMENT: WHAT YOU NEED TO KNOW TO STOP GUESSING AND GET GROWING

Unified measurement is a critical solution for top brands looking to stand out in today’s crowded marketplace. And yet, many marketers lack clarity about the value of unified measurement and how it can deliver significantly better business results. Join Marc Vermut and Kevin Wachholz  to get answers about the value of unified measurement, including what kinds of business questions it can answer and how it differs from separate marketing mix modeling (MMM) and multi-touch attribution (MTA) solutions. You’ll also get actionable insights and see powerful customer journey data. Don’t miss out on the opportunity to learn key details and differentiators about this crucial measurement game-changer.

Marc Vermut

Vice President, Advisory Services Neustar

Connecting the dots between TV ad exposures and real business results

Join us to hear how Alphonso is helping brands like yours to understand the true impact of TV advertising by connecting the dots between TV ad exposures and real business results. We’ll explore which creatives, networks, shows and dayparts work best in driving traffic to your website, app or place of business; how your campaigns compare to the competition and how to optimize your marketing spend to maximize return on ad spend (ROAS) across TV, OTT and digital.

Raghu Kodige

Co-Founder & CPO Alphonso

Momentum in Measurement Innovation

As the media marketplace becomes increasingly more complex, it’s more important than ever that audience and advertising measurement continue to innovate and evolve alongside consumer behavior. In this presentation, Carol Hinnant, EVP, National Networks at Comscore, will outline why successful measurement, both today and in the future, requires a cross-platform, audience-focused and future-flexible approach. 

Carol Hinnant

Executive Vice President, National Networks Comscore

OPENING REMARKS

Kristin Hall

Global Head of Brand Measurement, Global Customer and Agency Solutions Google Inc.

KICK-OFF REMARKS

Greg Pharo

Global Director, Media Analytics & Advertising Research The Coca-Cola Company; ANA Data & Measurement Committee Chair

BUILDING TRUST AND SPEED THROUGH IN-SOURCED MEASUREMENT SOLUTIONS

Do you rely mostly on third-party vendors for your marketing measurement solutions? What are you trading-off and when should you make the decision to in-source? In this session, Kim Burns, VP of Consumer Knowledge and Analytics at Georgia-Pacific Consumer Products, will share her experiences building in-house analytics and measurement capabilities, from creating a shared vision to building a team, all of which resulted in increased trust and speed in measurement outcomes.

Kim Burns

Vice President, Consumer Knowledge and Analytics Georgia-Pacific LLC

HOW COKE IS CONNECTING DIGITALLY WITH ITS OFFLINE CONSUMERS

In this session Faisal Zanjani, Sr. Global Director of Marketing & Strategy will share how Coca-Cola is finding consumers online in digitally non-native category.

Faisal Zanjani

Senior Global Director, Marketing and Strategy The Coca-Cola Company

BUILDING A DATA LAKE WITHOUT DROWNING IN PROCESS

Marketing and IT often struggle to work well together. There is a tangle of processes, differing cultures, motivations and desired outcomes. Land O’Lakes realized the need for a data lake and knew it would be a big collaborative effort. Bryan Shelstad, Director of IT, and Lauren Hougas, Director of Marketing Analytics will share their journey toward building a data lake- how they collaborated, where it didn’t work, and how they’re moving forward.

Lauren Hougas

Director, Marketing Analytics Land O'Lakes, Inc.

THE MECHANICS OF BUILDING AN IN-HOUSE MARKETING TECHNOLOGY STACK AND ANALYTICS

In this session, discover how Dollar Shave Club, a leading direct to consumer razor subscription service provider, forged a CIO-CMO collaboration and built a strong MarTech stack to track and capture the details of every consumer interaction. Amber Hameed, Vice President of Information Systems shares what to look for in your platforms before you invest to get your analytics right and have a data philosophy with key metrics.

Amber Hameed

Vice President, Information Systems Dollar Shave Club

GENIUS AWARDS ANNOUNCEMENT

Alex LePage

Head, Product Marketing Neustar

ANA PRIVACY UPDATE

Dan Jaffe

Group Executive Vice President, Government Relations ANA

GOOGLE & DISCOVER FINANCIAL SERVICES: MEASUREMENT FOR GROWTH

Growth and complexity require new approaches to measurement. In this session, Google will share a new framework for marketers to chart their own evolution and you will hear how Discover Financial Services leverages measurement to build a deeper understanding of its customers to drive business impact.

Karen Sauder

Vice President,Large Customer Solutions/Google Google

PREDICTIVE MODELING TOOL DRIVES INCREASED SALES AT SCOTTSMIRACLE-GRO

ScottsMiracle-Gro an industry-leader in lawn, garden and outdoor living products, used a predictive weather modeling tool, HELIO, to deliver weather-driven demand sales forecasts. ScottsMiracle-Gro saw historic sales because they were able to drive consumer demand in areas with the greatest opportunity. In this session, John Sass, Vice President of Marketing at ScottsMiracle-Gro, will share how they leveraged Helio allowing their marketing teams to be sharper, nimbler and more efficient.

John Sass

Vice President, Marketing & Communications ScottsMiracle-Gro

THE MRC CROSS MEDIA STANDARD — COMPLETED, NOW MOVING TO IMPLEMENT

In this session George Ivie, the CEO and Executive Director of the MRC, will describe the newly issued cross media standards and the next steps to seek adoption and realize the benefits to advertisers and the marketplace.  Mr. Ivie will also discuss the ANA/MRC collaboration going forward with ANA Group EVP Bill Tucker.  These are critical topics for moving the advertiser measurement agenda forward.

George Ivie

CEO and Executive Chairman Media Ratings Council (MRC)

Brand Purpose Campaigns: Using Data as a Shield against the Twitterstorm

As more and more brands take a stand on social and political issues, the risk of negative responses on Social Media also increases. How can Marketers use data to prepare? Using examples of recent hits and misses, learn what factors can make or break a Brand Purpose campaign, and how to spot them in advance.

Pedr Howard

SVP, Creative Excellence Ipsos Connect

OPENING REMARKS

GM: LEVERAGING DATA AND INSIGHTS TO DRIVE RESULTS

In this session, discover how the Chief Data & Analytics Office at General Motors is organized and hear how the team leverages data and insights to improve their core business and generate new value. You will also learn details of how GM is using data in new and interesting ways, keeping the customer at the center of everything they do.

Saejin Park

Director, Global Digital Transformation General Motors

PROVE IT. USING DATA SCIENCE AND ADVANCED ANALYTICS TO UNLOCK RAPID PROFITABLE GROWTH

Data science can often end up meaning everything and nothing depending on who you ask and where in your organization it sits. A lack of consensus and understanding on how best to harness the tools, technology, processes, and talent of a data science function can be frustrating and extremely costly. Get it right however, and the profitable growth opportunities can be sky high. Newcombe Clark, Global Director of AIG’s Rapid Learning Lab will show how AIG Travel got behind data science early and got it right. He’ll share best practices and case studies to demonstrate how a global brand of any industry and any size can do the same.

Newcombe Clark

Global Director, Rapid Learning Lab AIG

MCCORMICK'S ANALYTICS, MARKETING MIX AND IN-FLIGHT OPTIMIZATION PROGRAM EVOLUTION

In this session, Ramesh Moorthy, Director, NA Business Analytics, Consumer and Market Insight and  Giovanna DiLegge, Senior Marketing Manager, Marketing Strategy and Communications will discuss McCormick’s foundational work in this space as a smaller company trying to navigate the most efficient use of resources, and progress in accelerating ROI application and improvement. They will also overview McCormick’s initial work with DMPs and In Flight Optimization Capabilities, as well as their evolution to Unified Marketing Management.

Ramesh Moorthy

Director, NA Consumer Business Analytics, Consumer and Market Insight McCormick & Company Inc.

FROM INSIGHTS TO MARKETING IN A NONPROFIT ENVIRONMENT

Learn how insights have shaped American Cancer Society’s brand marketing strategy and streamlined its marketing communication. Take notes on how data-driven marketing leveraging consumer research and donor analytics improved brand health and increased donations.

Seda Pazarbasi

Vice President, Insights & Analytics American Cancer Society, Inc.