COUNTDOWN TO CONFERENCE START

WELCOME & OPENING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

TURNING DATA INTO ACTION WITH REAL-TIME INSIGHTS

How can a shift to Agile Learning empower a brand to make better data-driven decisions in real time? Join Analytic Partners in conversation with Colgate-Palmolive to find out how they worked together to evolve a holistic measurement program capable of delivering the actionable insights brands need for success in a time of disruption.

Seth Weisel

Senior Director Analytic Partners

CONSUMER VS CUSTOMER: A PARADIGM SHIFT FOR DATA IN CPG

In a digital-first era where those furthest upstream in data collection win, CPG manufacturers often find themselves in the precarious position of being overly dependent on aggregated data from third parties. In this session, Josh Blacksmith, Senior Director of Global Consumer Relationships and Engagement at Kimberly-Clark – the CPG company behind brands that include Huggies and Kleenex – will share key ways that data ownership is under pressure and highlight examples of where this creates tension in the CPG business model. The bottom line? Neither manufacturers nor retail customers exist without the consumer – together, we must evolve to meet the evolving expectations of our consumers in an environment that’s experiencing disruption like never before.

Josh Blacksmith (@joshblacksmith)

Senior Director, Global Consumer Relationships and Engagement Kimberly-Clark

SESSION BREAK 1

"SO NOW WHAT?" A COLLECTIVE APPROACH TO THE COOKIE CONUNDRUM

Naturally, moving beyond the use of cookie targeting and universal identifiers has given way to a lot of questions as advertisers and publishers try planning for an unknown future. The industry is left pondering the road ahead, and what that means for the persistence of programmatic amid a cross-section of solutions deemed viable to meet the moment.

Yet, as we move closer to the proposed cookie-deadline, industry stakeholders have started to embrace the spirit of positive change. Today, leaders from all sectors of the digital industry are paving the way for new approaches aimed at helping advertisers reach the people they care about–in increasingly consumer-centric ways.

Join Scott Kozub, Head of Audience Product at Oracle Advertising, for a fresh perspective around the future of identity and what it means to deliver a true portfolio approach to collectively deliver the scale, fidelity, reach, and insights that are demanded of modern marketing organizations in 2021.

Scott Kozub

Head of Audience Product Oracle Advertising

ELEVATING CUSTOMER CENTRICITY IN YOUR ORGANIZATION: DEEPENING CUSTOMER RELATIONSHIPS WITH INSIGHTS THAT DRIVE ACTION

As companies look to operate with customer centric organizations, we should be rethinking value creation by going beyond just increasing revenues and lowering acquisition costs to developing customer relationship strategies that change the way they face the marketplace.   Using the right data and analytics tools allows you not only to understand customer value but allows you to get underneath what really matters to them.   In this session, you will hear how MetLife is using new analytical tools and approaches, to bring the voice of the customer to those who need it most within the organization in credible and powerful ways. 

Michelle Froah

SVP Global Marketing Strategy & Sciences MetLife

PARTNERSHIP FOR RESPONSIBLE ADDRESSABLE MEDIA - AN INDUSTRY UPDATE

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, Venable LLC's Chairman, Stu Ingis and the IAB Tech Lab's President, Dennis Buchheim will share the latest from PRAM; including current privacy principles developed by the PRAM legal working group AND technical standards developed by IAB Tech Lab.

Bill Tucker

Group Executive Vice President and Executive Director PRAM ANA

MEASUREMENT HAS GONE TO THE CLOUD

It’s no secret – everything has gone to the cloud. So what does that mean for your marketing campaign measurement?  Measurement has moved beyond your typical end-of-campaign dashboards and is now a checkpoint along the campaign lifecycle.  And that gives marketers and analysts the power to gain insights, assess performance and optimize their strategies in real-time.  The cloud brings out of the box powerhouse tools for all levels of users, and is giving us new ways to think about data strategies and approaches for cross-platform and omnichannel measurement. Join us for a discussion about how the cloud should change your measurement strategy. 

Scot Richardson

Director, Data Science Strategy & Visualization Acxiom-Kinesso

SESSION BREAK 2

BUILDING THE DATA & ANALYTICS ORGANIZATION OF THE FUTURE

Is your data and analytics strategy built to meet tomorrow’s data world?  Should you have greater control over your own data and analytics future?  In this session, Michael Harrison, Managing Partner of Winterberry Group, will provide a framework to evaluate and implement the people, process, and technology needed to create an in-house or blended capability.

Michael Harrison

Managing Partner Winterberry Group

INCREASE REVENUE AND CONVERSION WITH ADVANCED MICRO-SEGMENTATION

Micro-segmentation is essential to crafting effective campaigns and communications, and, as consumer tensions run high during the pandemic, it’s never been more critical. But how can brands increase relevancy and conversions through fresh, real-time, and nuanced data?

To illustrate the importance of nuance in today’s multicultural marketing strategies, Resonate’s Ignite Platform uncovers the disparate reactions and attitudes of different segments within the larger U.S. Hispanic population as it related to the COVID-19 pandemic.

Join brand marketing expert Ericka Podesta McCoy, Resonate CMO, to learn how to take your segmentation game to the next level – and drive increased revenue and conversion.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

FIRESIDE CHAT WITH DANA MCGRAW: THE DATA SCIENCE BEHIND DISNEY

Dana McGraw discusses Disney’s unique approach to audiences and data science. She will answer the pressing questions data practitioners want to know and how Disney’s audience segments are built to cut across linear, streaming and digital.

Dana McGraw

VP, Audience Modeling & Data Science The Walt Disney Company

CLOSING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

During this 30-minute session, attendees will be able to take part in multiple automatically generated 1-1 meetings designed to accelerate business contacts and promote networking. Attendees will have the opportunity to meet, talk, and engage for 3 minutes with each person for a total of more than 5 separate meetings.

CROSS-CHANNEL ATTRIBUTION WITH FEDERATED DATA

The Walled Garden data monopolies have either released, or are in beta, with data hub products. These data hubs enable advertisers, and select partners, to access data through user-privacy preserving aggregation screens. Typically, these screens require a query from the data hub to aggregate 30 to 50, or more, users. Data hubs also allow an advertiser to inject outside data into the hub and join the data within before aggregating the data out of the hub.  Some data hubs will allow advertisers to federate distributed restricted access data, but not in a manner required for market-representative cross-channel measurement and attribution. The good news is that data can be extracted at a micro-aggregate level.

Michael Cohen

Chief Data & Technology Officer Marketing Evolution

COUNTDOWN TO GENERAL SESSION

OPENING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA

MASTERCARD’S SESSIONM: ACTIVATING DATA TO FUEL CUSTOMER LOYALTY

Brands rely on loyalty programs to provide critical first party data and customer insights. Finding the right partner to activate that information and personalize customer engagement across channels is a daunting challenge that led Mastercard to acquire SessionM. As part of Mastercard’s data and services division, SessionM is now managing customer data and loyalty programs for Mastercard’s merchant partners around the world. In this session, Bill Clifford, senior vice president of loyalty sales at Mastercard and part of the founding management team at SessionM, will discuss how SessionM and Mastercard’s combined assets solve common data activation challenges for merchants while ushering in the next generation of customer loyalty.

Bill Clifford

Senior Vice President, Global Loyalty Sales Mastercard

WHEN DATA SOURCES COLLIDE: HOW TO MANAGE THE COMPLEXITIES OF MULTIPLE SOURCES OF TRUTH

There are more data inputs today that are available to us at a faster rate than ever before .As a result, when it comes to marketing measurement and optimization, there are a multitude of data inputs and tools that try to get at the actionable insights and implications, but often from different angles.  These tools sometime have different stakeholders inside the organization that managing them, they often have different methodologies, and rarely support the same conclusion. In this session, Brad Feinberg, Molson Coors North America, VP of Media and Consumer Engagement will address an elephant in the room – how to unify a marketing performance data ecosystem with conflicting data points.

Brad Feinberg (@bwfeinberg)

North America Vice President, Media & Consumer Engagement Molson Coors

SESSION BREAK 1

FROM CHAOS TO HARMONY: TRANSFORMING DATA & ANALYTICS FOR BETTER BUSINESS OUTCOMES

Does your brand spend too much time struggling with data deprecation, battling data silos, and worrying about privacy? In today's chaotic world, you need quality data and robust tools to see the best business outcomes. Brett House, VP, Marketing Solutions at Neustar shares how unified identity and analytics is helping marketers drive better customer experiences, significantly boost ROI, unlock incremental revenue gains, and more.

Brett House

Vice President, Marketing Solutions Neustar

GEORGIA-PACIFIC: EXECUTING AND INNOVATING WITH AN AGILE ADVANCED ANALYTICS CAPABILITY

COVID accelerated the pace of change in everything we do, from how we work to how we go to school. Marketing is not immune to this change. The days of getting a read on your marketing effectiveness months after your campaigns are run are waning quickly. The companies who will be the most competitive in this changing world will be the ones who can make the most out of their data as soon as they collect it. In this talk, Dr. Ali Kefeli will offer an engineer’s view into the world of marketing as he discusses how critical “speed to insight” has been for Georgia-Pacific during COVID. He will cover how he champions the use of data-driven insights by first democratizing available data through technology, and then using an Agile approach to deliver in-house machine learning and marketing mix models. You will hear how this approach allows Georgia-Pacific to make better, faster, and more holistic commercial decisions across product, portfolio, pricing, channel, marketing and innovation.

Ali Kefeli, Ph.D.

Head of Data Science and Marketing Analytics Georgia-Pacific

STARBUCKS BRINGING AI APPLICATION TO LIFE

AI is revolutionizing the way we live and get things done but what does it really take to bring AI applications to life? Chief Analytics Officer, Jonathan Francis, shares Starbucks’ unique story on how they bring AI applications to life in the face of adversity. 

Jonathan Francis

Chief Analytics Officer Starbucks Corporation

USING FAMILAR DATA TO ERASE TRANSFORMATION

Diving into unfamiliar lines of business can be challenging for an established brand -- particularly when that line of business has traditionally been a competitor to the Brand’s core product line. For the Postal Service, digital marking channels were long perceived as a threat to Direct Mail advertising. Developing digital channels was viewed as antithetical to mail itself by both the Postal Service and customers who relied primarily on Direct Mail as a marketing channel. With the development of the Postal Service’s Informed Delivery feature, metrics for success had to be carefully selected – and shared – to resonate with concepts of success for existing products. This talk will discuss establishing existing measures for success and the evolution of those metrics to be in line with expectations for new products.

Bob Dixon

Product Technology Innovation Director United States Postal Service

SESSION BREAK 2

AMPLIFYING GROWTH: PANDORA AND MINDSHARE STAY ATTUNED TO CHANGE BY LISTENING TO DATA

A confluence of technological advances and a turbulent 2020-2021 have completely altered the landscape of our industry. Everything -- from the where, the how, and how long we collectively work, all the way to the spike in streaming audio that now scores that remote work for so many -- has changed. With hundreds of millions of people now streaming their music daily, there are massive amounts of data that provide the intelligence and opportunity to engage new listeners, elevate the consumer experience and drive loyalty. Join executive thought leaders from Pandora and Mindshare as they dig into the data story of increased streaming hours enabled by ubiquitous access to content and connected devices, and more importantly how they’re using that data to refine strategy and drive continued growth and innovation.

Keri Degroote

SVP, Sales Research & Analytics Pandora

CREATING A COMMON LANGUAGE AROUND DATA

Great marketing requires cross-functional cooperation. But the reality is, most departments across an enterprise collect data, run analyses, and report findings very differently. Adobe uses not only data and analytics to inform decisions, but to surface the most important success metrics and create a single source of truth. Join this session to learn more about Adobe’s agile and data-driven marketing approach, and how the company is swiftly and effectively acting on insights to deliver innovative, creative campaigns that drive business growth.

John Copeland (@JohnTCopeland)

Vice President, Digital Strategy Group Adobe

CLOSING REMARKS

Mark Kaline

Senior Vice President, Data & Analytics ANA