Data & Analytics, Hosted By Wharton Customer Analytics

TIME	EVENT DETAILS	LOCATION
Tuesday, March 30, 2021
11:00am - 11:08am	WELCOME REMARKS Mark Kaline Senior Vice President, Data & Analytics ANA Mary Purk Executive Director Wharton Customer Analytics & Wharton AI for Business
11:08am - 11:39am	TRANSLATING ANALYTICS INTO BUSINESS RESULTS Artificial Intelligence and Machine Learning are some of the latest buzzwords in the advanced analytics space and have the potential to improve productivity across businesses. However, to truly capture the value of advanced analytics, companies need to change the way they operate by integrating analytics into business processes. Navin Sharma, Chief Commercial Services Officer of Inspire Brands, will share how his team is creating a comprehensive data & analytics infrastructure that supports each of its iconic brands by strengthening relationships with guests and improving restaurant operations. Navin Sharma Chief Commercial Services Officer Inspire Brands View Video
11:39am - 12:08pm	APPLYING AI TO MARKETING CREATIVE REVIEW Complying with regulations and minimizing risk is a critical, yet evolving job in highly regulated industries like financial services. Creating advertising that is compelling, yet compliant typically means extensive legal reviews, development of terms and conditions, and document quality control. Harvey Raymundo, Vice President of Enterprise Marketing Products & Solutions at American Express, will share how Amex is developing Artificial Intelligence tools to improve the efficiency of our creative approval process, increase speed to market for our marketing campaigns, and reduce our reliance on highly manual review processes. Harvey Raymundo Vice President, Enterprise Marketing Products & Solutions American Express View Video
12:08pm - 12:50pm	SOCIAL LISTENING AND CUSTOMER ANALYTICS How are big brands listening to their customers? Social listening is a crucial component of audience research and is a tool that big companies like McDonalds and PepsiCo are actively employing. Hear insights from Jola Oliver, Director of Global Social Media Intelligence at McDonalds in conversation with Stephan Gans, SVP and Chief Insights and Analytics Officer at PepsiCo, to learn how big brands use social listening to better understand their customers during COVID-19 and beyond, moderated by Raghu Iyengar, Wharton Customer Analytics Faculty Director. Stephan Gans Senior Vice President & Chief Insights and Analytics Officer PepsiCo Jola Oliver Global Director of Social Media Intelligence McDonald’s Moderator: Raghu Iyengar Faculty Director Wharton Customer Analytics View Event Recap and Related Materials
12:50pm - 1:27pm	DATA ETHICS AND ARTIFICIAL INTELLIGENCE Marketing and advertising serve a noble goal – to connect brands and people in ways that benefit people and bring value to brands. But the system is built on a fragmented network of technology, data, processes and regulations, that is only getting more complex. One strategy of dealing with the complexity is to smartly use technology, including AI and machine learning, in more parts of the process, in order to drive both efficiency and insights. But that means we also have a responsibility to take an even closer look at the role and importance of data ethics. While compliance describes what you must do, ethics is about what you should do. And that means being willing to look at biases in data and how those biases can unintentionally get built into systems. If we understand it, then we can address it, and that means a marketing and advertising ecosystem that is more fair to all involved. Join Acxiom for a discussion on AI and data ethics. Chuck Price Data Ethics and Strategy Principal Acxiom Graham Wilkinson EVP, Product Strategy Innovation Kinesso View Event Recap and Related Materials
1:27pm - 2:02pm	ANALYTICS AND AI IN ENTERTAINMENT More and more, the thread of analytics and AI applications are more tightly woven into the lifecycle of entertainment – from preproduction planning, to developing a research and analytics strategy that prioritizes owned media in marketing, to assessing consumption patterns using cross-platform analytics that incorporate measures of both “traditional TV” and digital streaming businesses. Gina Bahremand, Vice President of Audience Research at Fox Entertainment, joins Wharton Marketing Professor Kartik Hosanagar to discuss the integral role analytics and AI plays in planning, marketing, and measurement in entertainment, moderated by Mary Purk, Executive Director of Wharton Customer Analytics and Wharton AI for Business. Gina Bahremand Vice President of Audience Research Fox Entertainment Kartik Hosanagar Faculty Director Wharton AI for Business Moderator: Mary Purk Executive Director Wharton Customer Analytics & Wharton AI for Business View Event Recap and Related Materials

11:00am
- 11:08am

WELCOME REMARKS

Mark Kaline: Senior Vice President, Data & Analytics ANA

Executive Director Wharton Customer Analytics & Wharton AI for Business

11:08am
- 11:39am

TRANSLATING ANALYTICS INTO BUSINESS RESULTS

Artificial Intelligence and Machine Learning are some of the latest buzzwords in the advanced analytics space and have the potential to improve productivity across businesses. However, to truly capture the value of advanced analytics, companies need to change the way they operate by integrating analytics into business processes. Navin Sharma, Chief Commercial Services Officer of Inspire Brands, will share how his team is creating a comprehensive data & analytics infrastructure that supports each of its iconic brands by strengthening relationships with guests and improving restaurant operations.

Navin Sharma: Chief Commercial Services Officer Inspire Brands

View Video

11:39am
- 12:08pm

APPLYING AI TO MARKETING CREATIVE REVIEW

Complying with regulations and minimizing risk is a critical, yet evolving job in highly regulated industries like financial services. Creating advertising that is compelling, yet compliant typically means extensive legal reviews, development of terms and conditions, and document quality control. Harvey Raymundo, Vice President of Enterprise Marketing Products & Solutions at American Express, will share how Amex is developing Artificial Intelligence tools to improve the efficiency of our creative approval process, increase speed to market for our marketing campaigns, and reduce our reliance on highly manual review processes.

Harvey Raymundo: Vice President, Enterprise Marketing Products & Solutions American Express

View Video

12:08pm
- 12:50pm

SOCIAL LISTENING AND CUSTOMER ANALYTICS

How are big brands listening to their customers? Social listening is a crucial component of audience research and is a tool that big companies like McDonalds and PepsiCo are actively employing. Hear insights from Jola Oliver, Director of Global Social Media Intelligence at McDonalds in conversation with Stephan Gans, SVP and Chief Insights and Analytics Officer at PepsiCo, to learn how big brands use social listening to better understand their customers during COVID-19 and beyond, moderated by Raghu Iyengar, Wharton Customer Analytics Faculty Director.

Stephan Gans: Senior Vice President & Chief Insights and Analytics Officer PepsiCo

Jola Oliver

Global Director of Social Media Intelligence McDonald’s

Moderator: Raghu Iyengar

Faculty Director Wharton Customer Analytics

View Event Recap and Related Materials

12:50pm
- 1:27pm

DATA ETHICS AND ARTIFICIAL INTELLIGENCE

Marketing and advertising serve a noble goal – to connect brands and people in ways that benefit people and bring value to brands. But the system is built on a fragmented network of technology, data, processes and regulations, that is only getting more complex. One strategy of dealing with the complexity is to smartly use technology, including AI and machine learning, in more parts of the process, in order to drive both efficiency and insights. But that means we also have a responsibility to take an even closer look at the role and importance of data ethics. While compliance describes what you must do, ethics is about what you should do. And that means being willing to look at biases in data and how those biases can unintentionally get built into systems. If we understand it, then we can address it, and that means a marketing and advertising ecosystem that is more fair to all involved. Join Acxiom for a discussion on AI and data ethics.

Chuck Price: Data Ethics and Strategy Principal Acxiom

Graham Wilkinson

EVP, Product Strategy Innovation Kinesso

View Event Recap and Related Materials

1:27pm
- 2:02pm

ANALYTICS AND AI IN ENTERTAINMENT

More and more, the thread of analytics and AI applications are more tightly woven into the lifecycle of entertainment – from preproduction planning, to developing a research and analytics strategy that prioritizes owned media in marketing, to assessing consumption patterns using cross-platform analytics that incorporate measures of both “traditional TV” and digital streaming businesses. Gina Bahremand, Vice President of Audience Research at Fox Entertainment, joins Wharton Marketing Professor Kartik Hosanagar to discuss the integral role analytics and AI plays in planning, marketing, and measurement in entertainment, moderated by Mary Purk, Executive Director of Wharton Customer Analytics and Wharton AI for Business.