OPENING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

THE SYMBIOSIS OF A RESPONSIBLE AND SUSTAINABLE DATA STRATEGY: ENSURING GROWTH WHILE INSURING PRIVACY

The influence of a well-executed data strategy is profound, but the blinding pace of technical, legislative, and economics change the course of success, and is harder to follow than ever.  Attendees will discover approaches to leveraging data privacy as a strategic corporate social responsibility on behalf of the customer to achieve the trifecta of profitability, regulatory and CRM success. This includes a reassessment on how data stacks are structured and restructured, creating the most successful data strategy of tomorrow…today.

Eddie Drake

Senior Vice President, Marketing Data Strategy Bank of America

TRANSFORMING PERNOD’S PERFORMANCE THROUGH ADVANCED ANALYTICS

In 2020, Pernod Ricard wanted to create a performance-driven culture while digitizing its business and maintaining its strong culture of conviviality. This presentation will share the journey and wins worth celebrating in three short years including: 1) from siloed datasets with partial business view to scaled holistic business understanding and insights; 2) From inconsistent measurement to metrics that matter, and 3) from ad-hoc reporting to machine learning insights with step-change in A&P optimizations.

Karen Chisholm

Director, Analytics Transformation Pernod Ricard

SPEED UP YOUR INSIGHTS: PRESENTED BY TRANSUNION AND META

In today’s rapidly changing advertising ecosystem, it’s more important than ever to truly understand the impact of your marketing spend by channel. However, with so many opportunities to engage consumers, it can be difficult to quickly adjust your marketing mix to focus on the channels are having the most success in driving your business objectives. This can be even more challenging with across digital and social channels, due to the wide variety of platforms where consumers are spending their time. Join leaders from TransUnion and Meta to learn how to establish the right measurement framework and use powerful, granular data sets to quickly implement meaningful changes to your marketing mix and increase your speed to actionable insights.

Marc Vermut

VP, The Knowledge Lab TransUnion

A STARTER GUIDE TO DATA AND PRODUCT OWNERSHIP

As Georgia-Pacific advanced its journey to become more of an insight-driven marketing organization, its people faced the early headwinds of having to manually collect, prepare, and validate data for the purpose of reporting and analysis.  During this session attendees will hear about lessons learned and the advantages gained through data ownership and the development of a data product which has transformed the way Georgia-Pacific works.

Brian Sullivano

Senior Director, Marketing Technology Georgia-Pacific Consumer Business

HOW AI-POWERED DATA IS TRANSFORMING THE FUTURE OF MARKETING

Do you really know who your customers and prospects are? AI has allowed brands to get a richer and more complete understanding of consumers more efficiently in a data-first environment. With only a few months left in 2023 now is the time to tap into the transformative potential of AI to deepen your understanding of consumers and catapult growth. Join Resonate to learn how AI is transforming the future of marketing.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

UNLOCK THE FUTURE: THE AGE OF GENERATIVE AI HAS BEGUN: OBSERVE, ORIENT, DECIDE, AND ACT

Neither data nor technology is ever constant. Now that Generative AI has become the new “it” child, and potentially unlock new benchmark technology, brands are scrambling to figure out how to leverage artificial intelligence for real value. Hear how Mars-Wrigley is doing just that, through responsible AI principles. Hear Mars-Wrigley’s key (Observe, Orient, Decide and Act) learnings thus far.

Deepak Jose

Global Head and Sr. Director of One Demand Data and Analytics Solutions Mars Wrigley

DRIVE ACHIEVABLE OUTCOMES LEVERAGING DATA AND ANALYTICS

How do you leverage analytics to solve your retention and growth challenges? Can you harness vast amounts of data to understand, predict and optimize decision-making? The smart sourcing and governance of data is a prime differentiator for brands that effectively use marketing analytics along with creating more collaborative working environments both within the enterprise and with third-party partnerships. Join this session to understand how to operationalize analytics to achieve your objectives and outcomes while also achieving your ROI needs and activating the investments you've made. You'll also discover key insights about:

• How analytics and AI remain a key differentiator in today’s marketing ecosystem
• The changing landscape of data privacy and its impact on marketing
• As a result of the loss of signal, the renewed need for private identity graphs and clean room concepts
• The challenges of linking together the disparate metrics offered by publishers and marketplace owners into effective business outcomes

Michael Harrison

Managing Partner Winterberry Group

ENSURING CLEAN AND CONSISTENT CROSS-DEVICE DATA OPTIMIZATION

In this session we will demonstrate how RDBMS (relational database management systems) and advanced data architectural patterns can enable organizations to clean and govern first party data signals in real time and across changes.  These tactics enable the business intelligence and data science teams to key into the connective tissue across the customer journey in order to derive insights and develop modeling at scale.  Common challenges in the usage of raw and log data (i.e., impression logs, activity logs, clickstream data) include data integrity and synthesizing the customer journey across several touchpoints.  We explore how key-driven normalization, replicas, real-time change data capture, abstraction, feed type management and performance optimization can enable clean end to end cross device digital analytics.

Peter Flor

Vice President, Data, Analytics & Insights Black Entertainment Television (A Division of Paramount Global)

AI FOR THE REST OF US: APPROACHING DATA & AI ETHICS WITH HUMAN PROCESSES

Earning Trust in AI is not a technical problem with a technical solution. It is a sociotechnical problem that requires a holistic approach. AI is a way for us to understand and grasp knowledge, information and put data into context.  It is being used globally to make all kinds of decisions that directly impact our lives, and yet most understand very little about it. We start with the data is an artifact of human experience. And when addressing any kind of social-technological challenge, companies must approach is holistically, which means people process tools. Corporate entities need the widest variance of humans, inclusive of every role and skill set in its infrastructure, so that AI and Ethics are part of everyone’s story in the data models built.

Phaedra Boinodiris

Global Leader, Trustworthy AI IBM Consulting

DATA + AI+PERSONALIZATION = GROWING RELATIONSHIPS & REVENUE: HOW ESQUIRE BANK USES SALESFORCE TO DELIVER A HYPER-PERSONALIZED CONTENT EXPERIENCE

With the growing demand for more personalized experiences, companies are looking for innovative ways to make every moment more personal, valuable, and memorable. But how do you make it scale? In this session, we'll share how to transform your marketing organization into a high-performing content marketing team. Esquire Bank (NASDAQ: ESQ) will share how they use Salesforce to transform the banking experience for its customers, using data, AI, and personalization together for hyper-targeted marketing that builds trusted customer relationships and drives real business results. Join us to learn about:

• How Esquire Bank has increased marketing effectiveness by 46x with Salesforce.
• What their journey from traditional marketing to hyper-personalization looked like.
• Why data, AI, and personalization have been critical to making every moment count.

Jay Wilder

VP Product Marketing Salesforce

TRANSUNION ANNOUNCES THE 2023 GENIUS AWARD FINALISTS

Data And Analytics rise to the challenge of fundamental if not fully mission-critical components to any marketing campaign. The ANA Genius Awards continue to showcase the best in data-driven strategies from companies across industry sectors and revenue, including brands, media platforms, and nonprofits. Selected by the expert panel of judges, the winning companies have leveraged analytic thinking to address some of their greatest challenges and, above all, fuel bottom-line revenue growth.

The finalists in the four categories include: Marketing Analytics Adoption; Marketing Analytics Storytelling; Marketing Analytics Innovation; and Marketing Analytics Growth. And the finalists are……(stay tuned September 27 at 4:25 pm to find out!)

Allyson Dietz

Sr Director, Marketing Solutions TransUnion

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

OPENING REMARKS

Michael Donnelly

Executive Vice President, Marketing Technology ANA

THE DRIVING FORCE OF DATA: WHERE TO BEGIN?

Cookie Depreciation, Data Privacy Regulation, First-Party Data Acquisition, Clean Rooms, Contextual Targeting... Where to begin?  Between technological advances, increasing regulations, and ongoing evolutions acquiring, tracking and measuring data value, there is no clean beginning, and there is never an end. It’s an always.  In this session, hear how Molson Coors has been able to successfully enable its marketing organization to advance a consumer data acquisition strategy at the intersection of commerce, content, and culture.

Brad Feinberg

Vice President of Media & Consumer Engagement AMCOM Molson Coors Beverage Company

NAVIGATING THE CUSTOMER INFORMATION AND PRIVACY LANDSCAPE IN MARKETING

In an era defined by data driven marketing, organizations must tread carefully through the ever changing landscape of customer information and privacy. As technology advances and customer expectations evolve, it is important that we balance the valuable 1st party data as well as privacy. Join Sonali Mathur, Global Director of Data, Privacy and Marketing Operations at General Motors, to discover how data, privacy and analytics are transforming the marketing landscape to create equity and trust for the customer to deliver experiences like never before. Discuss challenges that marketers face as they navigate these ever changing privacy regulations to build customer trust. Join Sonali Mathur, to understand how her team is supporting GM’s Zero, Zero, Zero vision using data responsibly, fostering stronger relationships with customers while safeguarding their trust. 

Sonali Mathur

Global Director, Data, Privacy and Marketing Operations General Motors

DELOITTE DIGITAL’S ACTIONABLE FUTURE-PROOF MARKETING INVESTMENT MEASUREMENT SYSTEM: A CASE STUDY IN STREAMLINING A STREAMING SERVICE

In just 12 weeks, Deloitte Digital enabled a brand leader in the highly competitive streaming services industry to better understand how its massive media investment was performing as a revenue growth driver. How? By establishing a foundational, iterative approach to Media Mix Modelling, collecting, transforming, and conducting QA of over $2B worth of media spend data from over ten stakeholder groups. The strategy yielded quick wins with actionable insights, and a streamlining of over $120M in media investments. It’s MMM model uncovered marketing effectiveness and ROI drivers as a part of a now ongoing granular marketing mix modeling (GMMM) approach. This allowed the client to more properly allocate conversions, and assess improved channel, tactic, creative, and audience distribution for optimized downstream business KPIs.

Kathleen Ollen

Senior Manager Deloitte Digital

SOLITUDE AND SECLUSION OF DATA

People have spoken and they want some peace and quiet (as well as a sense of security) when it comes to marketers using their data. New legislation, compliance rules, plus new technology have turned controlled data lakes into indefinite data oceans. Marketing and campaign segmentation as well as data analytics went from seeing small waves of interruptions to what now looks like a tsunami of incoming changes around data privacy.  Everyone is looking for new solutions in both how they manage and use internal and external data. In the nonprofit sector, some alternatives to how data is applied to individual constituents and beyond has taken place. New data capture algorithms using speech, image, and text analytics has created some unique backdoors.

Matt Ryan

Senior Director – Donor Experience Operations & Analytics St. Jude’s Children’s Research Hospital – ALSAC

LEVERAGING DATA & MARTECH FOR MULTICHANNEL, INTEGRATED CAMPAIGNS

Hear from a panel of marketing and technology experts as they share the newest innovations in measuring and tracking campaigns across print and digital media, delivering integrated marketing campaigns that drive business performance. Find out how the linkage of physical mail with electronic communication can add significant value as USPS and its partners leverage Informed Delivery technology, and examine the modern-day marketing campaign ecosystem across the entire supply chains.

Host & Moderator: Tom Foti

Vice President of Product Solutions USPS

AGILE DATA SCIENCE STRATEGIES FOR MARKETING MEASUREMENT

If you're happy with how fast you're able to adjust your marketing strategies based on changing market conditions, you're in a lucky minority. For most CPG companies, the lengthy marketing measurement cycles coupled with slow reactions to ineffective tactics is a known problem without a clear solution. This challenge stems from the lack of in-house technical expertise to accelerate “speed to insight.”

In this talk, we will first acknowledge drawbacks of marketing measurement solutions utilized by most CPGs. We will then share some strategies that aim to overcome those drawbacks. We will cover how the journey of championing the use of data-driven insights starts by democratizing data through technology, supplemented by an agile approach to deliver in-house AI/ML.

Ali Kefeli

Head of End To End Analytics and Data Science Kimberly-Clark

DEFINING A MODERN CDP: CLOSING THE GAP BETWEEN EXPECTATION AND REALITY

Customer Data Platforms (CDPs) are a critical investment in aggregating and managing customer data, but they are falling short of user expectations. Only 10 percent of CDP owners today feel the product meets all needs. That number drops to 1 percent who believe their current CDP answers future requirements. After this session, you'll be able to: 

• Set realistic expectations for your CDP
• Recognize and navigate common challenges of CDPs
• Apply practical buying recommendations when you're ready to purchase a CDP

William Sears

Group Vice President, Solution Strategy Zeta Global

CONSUMER DATA IN THE CPG VERTICAL – THE VALUE OF PRECISION, A GOLDILOCKS TALE

Building 1:1 relationships in the CPG space has never been easy.  The relationship exists through the experience a consumer has with your product.  As we continue to grow in a digital world, connecting with consumers at the right time with the right message in the right channel has never been more important (or complicated). The landscape keeps changing as do consumer expectations. We’ll chat through our need for transformation and our plan to continue to be there for our consumers – wherever they are – through “just the right fit” data and technology.

Erika Reed

Manager Consumer Data Strategy General Mills

WHY DATA QUALITY AND IDENTITY MATTER – SORT THE GOOD FROM THE BAD

The growth of first-party data sets, identity information, and supplementary third-party data as key measurement assets is quickly becoming a keystone method for advertisers to improve their customer relationships and ultimately growth. However, in seeking to use this data there are possible hidden challenges and biases, some of which can cost you. Ron Pinelli from the Media Rating Council (MRC) will help explain best practices for using these sources as well as aspects of non-sampling error and bias you should be considering.

George Ivie

CEO and Executive Director Media Rating Council (MRC)

ANA LEGISLATIVE UPDATE ON DATA PRIVACY

No data conference would be complete without a discussion on the latest privacy developments marketers are facing on the legislative and regulatory front at both the state and federal levels.  In this session, Chris Oswald, EVP Law, Ethics & Government Relations at the ANA, will provide a fast paced and comprehensive update of the hot issues confronting marketers in Washington, D.C. and statehouses across the country. Chris will also cover the resources available to you and your teams to help navigate these and other developments in privacy, as well as self-regulation tools available from ANA.

Chris Oswald

Executive Vice President & Head of Government Relations ANA

CLOSING REMARKS

Michael Donnelly

Executive Vice President, Marketing Technology ANA