OPENING REMARKS & HOUSEKEEPING

Bill Tucker

Group EVP, Data Tech Measurement & Executive Director, PRAM ANA

WELCOME REMARKS

Bob Liodice

CEO ANA

MASTERING YOUR DATA AND TECHNOLOGY: A MARKETING IMPERATIVE

Raja Rajamannar is the chief marketing and communications officer and president, health care at Mastercard. He serves as co-chair of the CMO Global Growth Council working team on data and technology. His leadership has helped the industry build a technological agenda aimed at driving marketers’ overall skill set. In this session, Mr. Rajamannar will share his passion for excellence in data and why he feels that mastering your numbers is essential.

Raja Rajamannar (@RajaRajamannar)

Chief Marketing & Communications Officer, & President Health Care Business Mastercard

DRIVING THE MOVEMENT TO ZERO EMISSIONS

Global CMO Deborah Wahl is the driving force behind a radical repositioning of the iconic General Motor’s brand. As the company prepares to roll out 30 new electric vehicles, Deborah and her team are charged with helping bring everybody in on the journey to an all-electric future. To help accelerate that transition, GM is building a powerful, new data management architecture designed to elevate propensity-based marketing activities into compelling, dynamic, and personalized audience experiences. In this keynote, Deborah will share insights and learnings from the work her team is doing to ensure every customer is uniquely positioned on the journey to zero emissions.

Deborah Wahl (@DeborahWahl)

Global CMO General Motors Company

HOW TO DO EVERYTHING AT ONCE: TABLE STAKES FOR ADVERTISING IN 2021

Planning digital advertising strategy in 2021, with cookie deprecation on the horizon, means working in a continually shifting landscape. Advertisers face conflicting demands: to prepare for an unknown future, without sacrificing performance today. In this session, Melinda Han Williams, Chief Data Scientist at Dstillery, will discuss how to tackle this challenge by using your portfolio of targeting solutions to both prepare for the future and optimize for the best performance today. Melinda will also share Dstillery’s post-cookie targeting solution, ID-free Custom AI, a new privacy-by-design behavioral targeting solution that performs on par with cookies to reach users without an identifier. 

Melinda Han Williams (@dstillery)

Chief Data Scientist Dstillery

DIGITAL TRANSFORMATION IN THE AGE OF DISRUPTION

As the events of 2020 dramatically reshaped every industry, the ability to pivot quickly became paramount – and nowhere was that truer than in the restaurant business. For Bloomin’ Brands, parent company of Outback Steakhouse, Bonefish Grill, Carrabba’s Italian Grill, and Fleming’s Prime Steakhouse & Wine Bar, it meant shifting media spend and transforming into a digital-first, e-commerce company within 12 months. The key? Data-driven strategy backed by the ability to test and learn in real time. In this session, Bloomin’ Brands Senior Director of Media, Jennifer Brink, will sit down with Analytic Partners to discuss how data-driven decisioning and the right technology empowered Bloomin' Brands to successfully transform and meet business goals during a turbulent landscape, and what best practices brands can carry into the rest of 2021 and beyond.

Jennifer Brink

Senior Director, Media Bloomin' Brands, Inc.

BRAND TRUST: NOW OR NEVER.

As we all strive to figure out what combination of the old normal, the abnormal, and the new normal will define each of our industries and the customer experience they deliver, one thing holds true: people and brands need each other.  People expect great customer experiences from the brands they love and that means ethically using data and technology – no matter what’s happening in the world or what big tech or legislatures are doing (or not doing). In fact, people trust business to figure out tough problems.  According to the 2021 Edelman Trust Barometer, business is currently the only institution seen by the public as both competent and ethical.  So, join us as we discuss this critical moment in time and the dos and don’ts for brands dependent on the ethical use of data to build trust with the customers the love and those they’d love to have. 

Sheila Colclasure

Global Chief Digital Responsibility and Public Policy Officer IPG

SPEND SMARTER: DATA STRATEGIES TO DRIVE SUSTAINABLE GROWTH

A quarter of the world’s population uses one of Kimberly-Clark’s trusted brands – including Huggies, Kotex and Kleenex – every day. To anticipate and meet the needs of its diverse base of consumers around the globe, the company launched a data-centered marketing strategy that aims to cultivate personalized, enduring and mutually beneficial relationships between its brands and consumers while driving growth and maximizing return on investment. In this session, Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing officer, will discuss how the company is delivering stronger marketing results using first, second and third-party data. Zena will also share best practices and key learnings with fellow marketers while addressing how this strategy strengthens the marketing function’s capabilities, culture and ways of working so that it can thrive in an evolving, complex, and digital world.

Zena Arnold

Chief Digital and Marketing Officer Kimberly-Clark Corporation

THE MARTECH ECOSYSTEM: WHAT YOU NEED TO KNOW TODAY AND FOR TOMORROW

The landscape of marketing technology solutions is vast and rapidly expanding. In fact, the MarTech ecosystem has grown to feature over 8,000 entities and marketers are increasingly dependent on these technologies to deliver value to their customers.  Choosing the right set of partners and platforms, and establishing the internal capabilities to leverage them, is essential. Scott Brinker, Vice President Platform Ecosystem at HubSpot and Editor at ChiefMarTec.com, will share insights into the vast array of marketing tools that are out there today and give you his view of what is the next big thing in the MarTech arena.

Scott Brinker (@chiefmartec)

Vice President Platform Ecosystem, HubSpot Editor, chiefmartec.com

STRATEGIES THAT RESET THE DATA AND TECHNOLOGY STAGE FOR 2022, PRESENTED BY RESONATE

Consumers underwent a stunning pace of change in 2020 and 2021, making the freshest consumer data a crucial ingredient to success. How will advertisers approach their key investment strategies as the pace of data and technology shifts change leading into 2022? Resonate shares use cases that drive growth through using relevant predictive and advanced data and deep, AI-driven human understanding. In times of unpredictability, arming brands with intimately granular consumer data, in real time and at scale, is mission-critical while simultaneously building, and at times rebuilding, a strong yet adaptable data and technology framework.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

LACK OF DATA OR LACK OF APPLICATION? IT’S COMPLEX BUT NOT COMPLICATED

80% of data & tech gaps within marketing are NOT because of lack of data or tech --- it is the lack of APPLICATION of what you already have available.  Mayur Gupta the CMO of Gannett / USA Today Network will share how to drive stronger results and impact by addressing the marketing needs to connect the dots, system thinking, and break down silos. 

Mayur Gupta

Chief Marketing & Strategy Officer Gannett | USA TODAY NETWORK

ROI TO SENDER WITH ADVANCED ADDRESSABLE DIRECT MAIL

In this session we look at insights from a new report on the direct mail market from MAGNA Global, entitled ROI to Sender.  Specifically, this will dive into the use of advanced digital targeting tactics that can now be carried-over to physical direct mail, present forecast updates for the direct mail marketplace and dissect the various ways sophisticated marketers can apply first- and third-party data to bridge their digital and mail communications.

David Tucker

Senior Vice President of Strategy MAGNA Global

CLOSING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

OPENING REMARKS & HOUSEKEEPING

Bill Tucker

Group EVP, Data Tech Measurement & Executive Director, PRAM ANA

TRADITIONAL OR “DIFFERENT” IN THE FINANCIAL SERVICE INDUSTRY

Andrea Brimmer is the chief marketing and public relations officer of Ally Financial Inc. She joined Ally in 2006, spearheading the creation of the Ally brand, developing everything from the brand pillars and cultural framework to the value proposition and delivery in the marketplace. Hear how, under her direction, Ally emerged with a strong reputation as a “different” kind of financial services company, dedicated to solving customer pain points using data and technology that traditional institutions ignored.

Andrea Brimmer (@AndreaBrimmer)

Chief Marketing and PR Officer Ally Financial

THE CURRENT STATE OF ADDRESSABILITY

The Partnership for Responsible Addressable Media (PRAM) is a globally cohesive coalition of the leading advertising trade associations (ANA, WFA, 4AS, IAB, NAI) and companies representing every sector of the global advertising industry to advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving consumer experience. This effort is designed to help all stakeholders across our industry address the deprecation of the 3^rd party cookie and Apple IDFA to opt-in.  In this session, the ANA's Group Executive Vice President and Executive Director of PRAM, Bill Tucker, Mike Signorelli, Partner at Venable LLC and P&G’s Global E-Business Analytics and Insights Director, Kanishka Das, will provide a comprehensive update on this important industry initiative.

Bill Tucker

Group EVP, Data Tech Measurement & Executive Director, PRAM ANA

THE NEXT FRONTIER OF MEASUREMENT

With campaigns that span media providers, formats, and channels, marketers constantly need to keep their eyes on consistent core metrics across channels. And while measuring cross-channel impact is crucial to telling a successful story, a more connected world brings an increasingly complex media landscape. Yet, the core of the consumer-first imperative remains: experiences need to be relevant and seamless to garner attention and drive brand outcomes. With that, it's essential to go beyond those baseline metrics to understand a campaign's effectiveness, and without this visibility, there's no way to know the true value of advertising investments.

This panel will convene execs from Oracle Advertising, Kellogg, Wavemaker, and TVision to engage in a conversation focused on:

• The state of measurement today and the future of measurement across emerging formats and channels.
• Key metrics to consider when implementing a holistic measurement strategy.
• Perspectives on open standards and industry-wide collaboration.

Glenn Bean

Head of Cross-Platform Measurement Oracle

SOLVING COOKIE DISAPPEARANCE, MEASUREMENT BIAS, AND PRIVACY ADHERENCE WITH REACH AND FREQUENCY PREDICTION FOR VIRTUAL CONSUMERS

In this presentation, Marketing Evolution will present the challenges of, and solutions for, implementing a cross-channel media impact measurement software system in the age of rapid and disruptive changes in data-sharing policy. The media data ecosystem continues to be in perpetual flux. Media exposure data varies in availability of data granularity, as well as variation in the quality and availability of identification of consumer exposure. Moreover, changes to data availability occur with little announcement. In response to these challenges, we talk about how to achieve continuity in cross-media impact measurement with resilient cutting-edge science.

Michael Cohen

Chief Technology & Data Officer Marketing Evolution

THE FUTURE OF DATA-DRIVEN MARKETING

Marketers around the world face challenges: consumer attitudes and regulatory regimes change; browsers and operating systems adopt new policies; and marketers have more responsibility to manage the customer experience. Personalization is paramount -- but how is a marketer to nail the line between privacy and relevance? Competitors collect more first-party data and go direct-to-consumer, leaving less advanced marketers behind. Join Salesforce SVP of Strategy for the Marketing Cloud Martin Kihn as he describes how the best global marketers prepare for the new data revolution and future-proof their customer relationships.

Martin Kihn (@martykihn)

SVP, Product Strategy, Marketing Cloud Salesforce

GOOD TO GREAT: USING THE RIGHT DATASOURCES TO MAXIMIZE YOUR INVESTMENTS

As consumers continue to shift their behavior and adjust to a post-pandemic world, marketers require tools and datasets that can effectively support their data-driven decision making. They need the ability optimize the short-term outcomes such as sales and ROI across all levels of marketing spend and to understand how certain channels can also deliver longer-term impact. Join Neustar’s Kayla Coutts and Google’s Nathalie Sun to learn how advertisers can design a good, better, best approach for marketing measurement while also maximizing your investments on Google properties.

Kayla Coutts

Consulting Services Neustar

BEYOND CAMPAIGN DATA: HOW A MEDIA DATA MODEL CAN UNLOCK SIGNIFICANT VALUE

Many times we focus on high level campaign metrics as a way of defining success. However, in this session we would want to help marketing leaders understand what a connected media data model looks like and what value it can unlock; we would look at log files, api feeds, and even excel files to determine media efficiency possibilities. This session will help marketers really think through what data is important for them, and to what level of granularity of data is required by their vendors.

Ravi Patel

Director, Media Products PwC

DATA STRATEGIES- FROM OVERLOAD TO INSIGHTS

For marketers, data has always been the essential tool used to make critical decisions that impact their businesses. As our hyperconnected world continues to advance it has become simple task to track every action a customer makes. With this wealth of data at marketers fingertips, it can become overwhelming trying to analyze and convert that information into meaningful insights. If marketers can reveal the metrics and KPIs that are actionable and most effective to their businesses, they can turn their data overload into usable insights that can be used to shape future campaigns.

Christopher Karpenko

Executive Director, Brand Marketing United States Postal Service

Mark Kaline

Senior Vice President, Data & Analytics ANA