Using Marketing Analytics To Drive Business Growth @ Bank of America - Presented by Neustar

WITH GREAT DATA COMES GREAT RESPONSIBILITY

Today’s digital age and emerging technologies for collection have created a proliferation of data for marketers to create more personalized content. But as consumers and regulators push for greater control over data, how marketers balance this expectation and responsibility becomes paramount.

David Stevenson

Strategic Marketing Executive, Marketing Data and Targeting Bank of America

MEASURING EXPERIENCES AND QUANTIFYING IN REAL LIFE (IRL) EXPOSURE

Get a peek under the hood of how Live Nation is using data, analytics and technology to understand the ‘Return on Investment’ and ‘Return on Objective’ for their partners. You’ll hear about use of On-Site Spatial Intelligence to understand people flow at large music festivals, and learn the applications of digitizing and connecting the IRL exposure to the Mar-Tech ecosystem.

Anubhav Mehrotra

Head, Analytics & Measurement Live Nation

TALENT FORWARD ALLIANCE - SPECIAL SUPPLEMENT

BUILDING TRUE MARKETING CAPABILITIES FOR GROWTH

The digital economy has forced marketers to reskill their organizations to take advantage of new opportunities in marketing analytics to reach consumers. To manage through this transformation, Anheuser-Busch InBev has built a marketing capability framework that identifies core skills, learning opportunities, and performance expectations and KPIs for its marketing organization. Hear how Anheuser-Busch InBev has driven this capabilities mindset throughout the organization and how they measure and track marketing performance against key metrics.

Vanessa Ivette Rosado

Global Director, Marketing Capabilities Anheuser-Busch InBev

FOSTERING BUSINESS, MARKETING AND HR PARTNERSHIPS FOR CAPABILITIES SUCCESS

Campbell Soup has built a marketing capabilities framework that identifies core skills in marketing measurement, growth and learning opportunities, along with performance expectations that impact critical KPIs for its marketing organization. This presentation will showcase how Campbell’s is effectively driving a capabilities mindset throughout the organization and illustrate the ever important "How" around the leadership behaviors marketers should embed into their everyday way of working. This presentation will provide a deep dive into key learnings, successes and failures relating to fostering effective internal partnerships.

Samuel Monnie

Director, Marketing Capabilities and Digital Transformation Campbell Soup

DATA SCIENCE SKILLS FOR MARKETING

The Data Science Skills Marketing Needs
Analytics is among the most highly in-demand information skill sets in nearly every industry today, and there is expected to be a flood of new computer and data science college grads coming. Marketing needs a very specific set of skills given the nature of the changing environment and truth sets, and while there is a lot of emphasis in academia on algorithms and model calibration methodology, for many applications the ability to hypothesize what data elements are important, prior to analysis, is critical. This presentation features experts in data science who will share why data science for marketing requires a deeper understanding of consumer behaviors, the market, and the competitive environment. 

Robert Stratton

Vice President, Data Science Neustar, Inc.

DESIGNING WITH DATA: HOW TO ACTIVATE YOUR DATA

Bringing data into the design process to drive personalized experiences is a key area of growth today. Hear how to effectively leverage data to drive marketing effectiveness by better understanding consumers and predicting their interests and by developing a holistic data and analytics program.

Ella Chinitz

Managing Director EY

LEVERAGING ANALYTICS TO ENHANCE CONSUMER EXPERIENCE AND DRIVE REVENUE GROWTH

Conde Nast manages one of the most coveted global media portfolios where each of its brands sustains its own unique value proposition with consumers. Leveraging data & analytics plays a critical role in the ability to improve marketing content and product development, while significantly impacting the organization’s overall marketing strategy, that promises to keep user experience the focal point.

Ainul Huda

Vice President, Analytics, Marketing and Audience Development Conde Nast