2018 ANA Data & Measurement Conference Presented by Google

GENERAL MOTORS: LEVERAGING DATA TO DRIVE NEW REVENUE STREAMS

GM has a sizable competitive advantage in its drive to create new revenue streams for the enterprise by leveraging data. GM has more than 9 million vehicles connected using built-in 4G LTE Wi-Fi. These vehicles produce massive amounts of data about vehicle performance (e.g., tire pressure, gas consumption, radio usage, and seat belt clicks) and driver behavior (e.g., speed, hard braking, and location). In this session, you will learn how GM is leveraging vehicle data to help solve age old industry problems and support sustainable communities.

Saejin Park

Director, Global Digital Transformation General Motors

FOURSQUARE ON LOCATION WITH OFFICE DEPOT: LEADING TECH CHANGE TO MASTER MEASUREMENT

Brands are challenged by today’s consumers to deliver relevant, contextual content in real time. To do so, marketers and analytics leaders must embrace risk, change, and innovation, consider bold partnerships, and pursue investments in tech platforms. In this session, Darren Zap and Ashley Freeman from Office Depot will join Gayle Fuguitt, Chief of Customer Insights + Innovation at Foursquare, to share their story of forging a collaborative partnership that is translating today’s technology solutions to drive speed for sales and consumer loyalty.   

Gayle Fuguitt

Chief of Customer Insights + Innovation Foursquare

TAKING YOUR ANALYTICS TO THE NEXT LEVEL: HOW TO DRIVE BETTER MEASUREMENT RESULTS

Is your brand generating maximum benefit from its measurement plan? Are you feeling pressure to more clearly demonstrate marketing’s impact on revenue? Do you even have a plan? This session – created by the ANA Data Analytics Center (DAC) – will offer practical insights on how analytics are having an impact at that iconic brand. Come learn how to build your measurement foundation, become a more analytics oriented organization, manage the data deluge, improve attribution, and much more.

Damian Fernandez-Lamela

Vice President, Global Analytics Fossil Group

DON'T LET DATA DECEIVE YOU

Marketing has become very dependent on data. Every day, data is used to make lots of judgments, particularly on how well campaigns are performing. And many of the judgments are made quickly since what the data is showing seems so obvious.

In this fun and engaging talk, hear how data can be deceiving. At times, what may seem obvious may not be. You will learn to think twice before coming to quick conclusions. And your marketing campaigns will benefit from that.

Alon Amit

VP of Product and Co-Founder Origami Logic

AD TARGETING IN THE AGE OF PRIVACY

Evolving global privacy standards – like GDPR – have had a considerable impact on marketers’ campaign targeting strategies this year. But while regulations have created new challenges for the industry, advertisers and agencies are looking to a familiar friend to accomplish their goals. Through contextual targeting, a tried-and-true approach for identifying quality ad inventory, marketers are continuing to achieve effective, brand-safe and compliant ad delivery in this new age.

In this session, hear Aaron Fetters, Comscore EVP of Marketing Solutions, and Robert Font, Director, Digital Communication, Subaru will share insights into the ways marketers are navigating this new landscape to reach the right audience with the right message in 2018 and beyond.

Aaron Fetters

Executive Vice President, Comscore Marketing Solutions Comscore

WELCOME

Jed Meyer

Director, Brand Measurement Google

OPENING REMARKS

Bob Liodice

CEO ANA

KICK-OFF REMARKS

Greg Pharo

Director, Media Analytics The Coca-Cola Company

ANALYTICS & INSIGHTS: THE NEXT S-CURVE

The analytics & insights industry is in a state of transformation. We can leverage the power of technology, data and development of behavioral sciences in innovative ways to provide higher quality of insights to better meet consumer needs and confidence in measurement to deliver marketing that works to drive business and brand growth. This requires a transparent, open and agile operating model. The alternative is to let this opportunity go by with walls, lack of transparency and fragmented measures that create an environment of waste and doubt. In this session, Procter & Gamble will discuss their approach and what we can do as an industry to realize the promise of this opportunity.

Kirti Singh (@kirtivs19)

Chief Analytics & Insights Officer Procter & Gamble

PEARLE VISION: DATA DOESN’T MAKE DECISIONS, PEOPLE MAKE DECISIONS!

In this era of “big data” and with big players rapidly commoditizing the optical retail category conversation, learn how Doug was able to lead the revival of the iconic brand Pearle Vision, balancing the art and science of a data driven approach to marketing and help drive top and bottom line growth, reducing reliance on promotion and propel this brand to the #1 quality of care status within the optical retail category.

Doug Zarkin (@DougZarkin)

Vice President & CMO Pearle Vision

PERSONALIZED MARKETING: A MARRIAGE OF DATA AND HUMAN COMPASSION

Marketers have never had more access to data and analytics to drive creation of compelling stories and elevate their brands. However, data is just one part of a successful marketing approach. By marrying compelling data and dynamic creative with empathy and compassion – the uniquely human elements that tie the two together – marketers can create the best recipe to bring a high-impact marketing campaign to life. In this session, Aditi will share Northwestern Mutual’s unique approach to brand-building and how it has reframed consumers’ idea of financial planning for the future by helping them feel empowered.

Aditi Gokhale (@AditiGokhale)

Chief Marketing Officer Northwestern Mutual

LEVERAGING DATA TO DRIVE BUSINESS GROWTH

An effective data strategy - one that is not siloed by team or channel - is what powers great consumer experiences and differentiates brands.  In this session, Marta Martinez, Director of Google Media Platforms, will explore how brands and agencies can unify data around the customer to place audiences at the center of their marketing strategy and reap positive results. 

Marta Martinez

Director of Google Media Platforms Google

GENIUS AWARDS ANNOUNCEMENT

Julie Fleischer

Vice President, Marketing Solutions Neustar

PELOTON: THE TECH FITNESS STARTUP THAT’S RIDING ON DATA

Founded in 2012, Peloton has quickly created a world-class indoor cycling experience with a cult-like following that can all be experienced from the privacy and comfort of your home. Since selling its first internet-connected bike, the company has grown more than 200 percent year over year and continues to expand into new markets (like the U.K. and Canada) and with new product developments. In this session, co-founder Graham Stanton will share how Peloton is leveraging data and technology to create engagement, build community and optimize user experience.

Graham Stanton

Co-Founder Peloton

BUILDING AN IN-HOUSE ANALYTICS TEAM

Analytics is a competitive advantage that can separate the winners from the also-rans. However there is a difference between an analytics team that does interesting work and an analytics team that influences and drives significant business decisions. Building a successful analytics team requires not just good analytics work but also integration with business processes, education for decision makers, training for analysts & and a singular sense of purpose for the analytics team. In this session, Clorox will share its successes in building out an in-house analytics team that is respected both within and outside the company.

Ashish Joshi

Senior Director, Global Data, Analytics and Data Science The Clorox Company

IMPROVING SPONSORSHIP ACCOUNTABILITY METRICS

Sponsorship has become an increasingly important component of the marketing communications mix, with growth outpacing traditional advertising. North American sponsorship spending is expected to exceed $24 billion in 2018, per ESP Properties. Yet measurement of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board (MASB) are partnering on a project to provide greater insight and guidance into sponsorship measurement. This session will share initial project findings, including results of a recent ANA member survey and insights for improved sponsorship measurement.

Tony Pace (@cerebrlgraffiti)

President/Chief Executive Officer MASB

'AUTHENTIC' INFLUENCE: THE INTRINSIC POWER OF AFFLUENT INFLUENCERS

Every marketer understands the promise, and the potential power, of leveraging influencers to amplify and mobilize a brand’s message. But in contrast to flashy and famous celebrity endorsers paid to promote your brand, there's a group of consumers with authentic interest in categories and whose engagement, experience and spending gives them disproportionate influence within their networks.

Michael Baer

SVP, Head of Ipsos Affluent Intelligence Ipsos Connect

OPENING REMARKS

Greg Pharo

Director, Media Analytics The Coca-Cola Company

KELLOGG’S – LEVERAGING DATA AND A ROBUST DATA-DRIVEN ECOSYSTEM TO IMPROVE ROI

Chris Osner-Hackett is an industry veteran with 20+ years of experience driving brand growth through innovative, data-driven media solutions. In his current role, Chris oversees Kellogg’s marketing operations team responsible for data-driven strategies, strategic partnerships and enterprise solutions.  In this session, Chris will discuss how Kellogg’s leverages data and a robust data-driven ecosystem to improve ROI for their brands.

Chris Osner-Hackett (@Cosner_Hackett)

Senior Director, Global Marketing Operations Kellogg’s

NASCAR: CHAMPIONING INSIGHTS TO CHANGE MARKETING IN AN EVOLVING CONSUMER LANDSCAPE

Today’s sports fan is changing at lightning speed. Adapting to the new fan isn’t an option, it’s mandatory. Employing proprietary tools such as a Fan Council and its Fan & Media Engagement Center - a "command center" for tracking social media activity and translating it into actionable insights - NASCAR has garnered widespread adoption of cross-consumption reporting and analysis in order to reach current and potential consumers where and how they consume media. In doing so, a new Insights team was created, merging broadcast, digital, social, sponsorship & traditional research roles. The results have changed the role of marketing within NASCAR and the dynamic with their partners. In this session, Norris Scott, VP, Analytics & Insights at NASCAR, will share how delivering best-in-class research and insights allows the company to better serve its entire ecosystem, including fans, teams, tracks and partners He will also share some of his personal journey from the commercial side of business to data, learnings, and perspective on the merging of these core departments into a single, holistic team that’s led to a new marketing strategy based on insights.

Norris Scott (@NorrisScott1)

Vice President, Analytics and Insights NASCAR

MULTI-TOUCH ATTRIBUTION: EFFECTIVELY MEASURING CONVERSION

There are multiple touchpoints along a consumer’s path to conversion and each touchpoint plays an invaluable role and can be credited to conversion. A model is not effective if it focuses solely on First Touch or Last Touch attribution. It may be more expedient to attribute credit to a single touchpoint, but not the most effective. In this session, SunTrust will share their experiences developing models to measure conversion.

Roger Ares

Senior Vice President, Marketing Analytics and Client Insights SunTrust Bank

ENABLING TRANSFORMATION WITH ANALYTICS: CREATING THE RIGHT ROADMAP FOR YOUR ORGANIZATION

That analytics is at the center of innovation efforts for most organizations is accepted as common practice. Yet many organizations struggle with how to enable their staff. Almost four years ago, the Ann & Robert H. Lurie Children’s Hospital of Chicago developed an analytics roadmap that would direct investments to carry them through their next transformation (reduction of care variability, value-based purchasing, predictive analytics and precision medicine, among other goals). In this session, Jenifer Cartland, Ph.D, Vice President, Data Analytics and Reporting will outline the roadmap planning process (what it took to come to agreement on their vision), (2) identify key decisions in the implementation process (including ideas they rejected and why), (3) how they are expanding data literacy among leadership, staff and physicians and (4) show how they renew the roadmap each year. The presentation will equip audience members with the tools they need to guide the development of their own analytic roadmap.

Jenifer Cartland, Ph.D

VP, Data Analytics and Reporting | Director, Child Health Data Lab Ann & Robert H. Lurie Children's Hospital of Chicago

HOW BEST TO DEPLOY DATA AND ANALYTICS IN A CHANGING WORLD

New information comes available every second of every day. How do you know when to use it versus treating it as a “nice to know” data point? Data science has seen an explosion over the past five years yet several still do not realize the power that comes from analytics. Why is that? How do you instill a culture of influence with a results orientated mindset to drive business value? How does a company move from theory to execution and what role does story telling play? Come and listen to some ideas Nationwide has been delivering within the space of data and analytics to help create value for its members and partners.

Bradley Lemons

Senior Vice President, Enterprise Analytics Nationwide