Conference Agenda

WELCOME REMARKS

Jackson Bazley

EVP, Measurement for Marketers ANA

TURBO-CHARGING BUSINESS GROWTH THROUGH THE ACCURATE PORTRAYAL OF WOMEN AND GIRLS

Despite comprising 50% of the world’s population and representing the lion’s share of global purchasing power, women continue to lag men in crucial areas. According to the World Economic Forum’s 2023 Global Gender Gap report, women are considered only 68% as equal as men across various dimensions, including societal perceptions. Persisting stereotypes in media and advertising not only limit opportunities for women, it also curtails brand growth.

In this session, SeeHer and Circana will share results from the 2024 GEM®Lift study where we dive into how the accurate and authentic portrayal of women can increase sales ROI for brands from 5-10x!

Join us to learn how to turbo-charge growth for your brand with key intentional changes in the depiction of women in ads and media.

Latha Sarathy

Chief Research Officer ANA, SeeHer

PLAYING TO WIN: HOW SPORTS FANDOMS ARE PROVING THE INCREMENTAL REACH OF STREAMING

This joint presentation from Google and Comscore will tell a cross-platform reach and incrementality story through the lens of sports fans, with never-before-seen insights including Sunday Ticket and the Super Bowl. It paints the streaming landscape as a vital growing platform bringing to life the incremental audiences that advertisers can capture with YouTube.

Steve Bagdasarian

Chief Commercial Officer Comscore

MEASURING QUALITY OVER QUANTITY IN ACQUISITION MARKETING

We are facing a quality crisis for acquisition marketing. Checked out audiences, gated markets, low trust, and lousy analytics are creating the equivalent of the 1970s American automobile industry for marketers. Rusty, cheap, squeaky, and not at all creating long-run value. But all is not lost, however; just like the car industry 50 years ago, the solution is for marketing to focus on quality over quantity. A commitment to quality audiences, distribution, content, and analytics--while requiring courage--drives long-run growth.

But how do you measure quality, when so many marketing dashboards focus on sugar high metrics like CPA and ROAS, with zero sum tradeoffs between channels? In this session, Andy Hasselwander, Chief Analytics Officer at Marketbridge, will go deep on methods, metrics, and approaches.

Andy Hasselwander

Chief Analytics Officer Marketbridge

THE IMPORTANCE OF INCREMENTALITY IN RETAIL MEDIA MEASUREMENT

Advertisers are fueling massive retail media growth with ever increasing investments but most retail media performance measurement leaves a lot to be desired. This joint presentation from OptiMine and Best Buy will dive deep into the incrementality measurement approach, how it works and why it is so unique in the retail media network space. We'll explore why Best Buy Ads has taken this unique approach to performance measurement, and why (and how) some of the world’s largest brands have embraced it for improved success.  

Matt Voda

Chief Executive Officer OptiMine

DRIVING DOWN STUBBORN CPA’S WITH COOKIELESS ATTRIBUTION & CUSTOMER JOURNEY AUTOMATION

Join Chris Liversidge (CEO & Founder) from Corvidae to find out more about how marketers are taking their marketing attribution efforts to new heights whilst futureproofing themselves against cookie-deprecation, privacy and compliance, and regulatory turbulence in the attribution field.

Chris Liversidge

CEO & Founder Corvidae

CLOSING REMARKS

Jackson Bazley

EVP, Measurement for Marketers ANA

BREAKFAST SESSION: MORE ROI FROM THE PROCESS OF MEASURING ROI

The two most interesting things happening now are SAAS MMM and the use of synthetic data. Join Chris Williams, former President IAB Canada, VP Digital ACA and current CMO of Arima Data as he explains how MMM as a SAAS product changes the ROI of measuring ROI. No limits, easy to use interface equals more models from more users, democratizes MMM into an always on input for cross media planning. Meanwhile, synthetic data crosses walled gardens and helps the marketer see beyond their 1st party data. Together MMM and synthetic data integrated into planning tools are a formidable combination.

Chris Williams

Chief Marketing Officer Arima Data

OPENING REMARKS

Marta Martinez

Managing Director of Data, Measurement and Analytics Google

WELCOME REMARKS & HOUSEKEEPING

Bob Liodice

CEO ANA

PROUD PARTNERS OF PROGRESS: INSIGHTS ON HOW NISSAN AMPLIFIES LGBTQ+ VOICES THROUGH STRATEGIC PARTNERSHIPS

Join Lanae Williamson and Joel Dantas-Shoemaker for an insightful discussion on how Nissan leverages their strategic partnership with Q.Digital to share authentic stories of LGBTQ+ members who are using their voices to champion the community forward on the road to equality.

Please note this session will not be available on-demand and can only be watched live.

Lanae Williamson (she/her)

Multicultural Marketing Strategy Senior Lead Nissan North America

AGILE MEASUREMENT: HOW TO MEASURE METRICS THAT MATTER THE MOST

Agility is one of the most essential muscles for today’s marketers, especially given the rapidly evolving landscape of consumer behaviors, technology advancements, and competitive pressures. Join Yushuang Zhou in this session and hear how Clorox is developing an agile measurement framework to analyze the most important performance metrics (both short- and long-term) with speed and agility, modernizing their data infrastructure to enable data sharing and pipeline automation, and building a suite of tools including MMM, MTA and AI/ML etc to meet the measurement needs in order to relentlessly optimize their marketing efforts.

Please note this session will not be available on-demand and can only be watched live.

Yushuang Zhou

Senior Director, Analytics, Data Science, & Syndicated Data Clorox Company

TV’24: CONSUMER ADOPTION OF STREAMING DRIVES MODERNIZATION OF MEASUREMENT

David Spencer

Manager, Emerging Media and Partnerships, Global Media Operations General Motors

THE NEW ERA OF AI AND HOW IT’S SHAPING THE FUTURE OF DATA, MEASUREMENT & ANALYTICS

The advertising industry is shifting from a precision model to prediction, and AI is the tool making this possible. Hear from Google about how to fully embrace AI and experimentation to stay competitive and meet consumer demand across devices and platforms.

Christine Turner

Managing Director of Data Platforms, Measurement & Analytics Google

LUNCH SESSION: UNLEASHING THE POWER OF AI: TRANSFORMATIVE STRATEGIES FOR HIGH PERFORMANCE MARKETING

In an era dominated by digital media, harnessing the potential of AI is not just a choice but a necessity for optimizing marketing performance. As we navigate an evolving digital landscape, the demand for actionable, measurable strategies becomes increasingly pivotal. Join us to discover how harnessing the power of AI-powered data can propel your marketing strategy to new heights, boost measurement capabilities, and offer a competitive edge in this dynamic landscape. 

Ericka Podesta McCoy

CMO Resonate

A MARKETER PLAYBOOK FOR NAVIGATING CHANGES TO THE IDENTITY & DATA LANDSCAPE

Join ThinkMedium on their mission to promote a healthy advertising ecosystem as they introduce a Marketer Readiness Playbook for addressing ongoing data, identity, and privacy changes. Hear about the steps you should be considering and the questions you should be asking internally and of your partners as the time for tactically plugging holes closes. This informative session will also include an assessment of where the industry is today and a leave-behind, a Marketer Readiness Playbook, to assist brands on their readiness journey.

Dennis Buchheim

President & Founder ThinkMedium

CREATIVELY MAGIC: THE COCA-COLA COMPANY’S AI JOURNEY

Coca-Cola was an early adopter of AI for creating, measuring and optimizing its brand experiences and advertising. Greg Pharo speaks on how the iconic brand has unlocked cutting-edge AI to activate magical consumer experiences.

Please note this session will not be available on-demand and can only be watched live.

Greg Pharo

Global Senior Director, Communications & Marketing Effectiveness The Coca-Cola Company

DRIVING GROWTH THROUGH CREATIVE: USING GEN AI TO OPTIMIZE CREATIVE MEASUREMENT

Imagine a world where you could take the least effective creatives in your current campaign and tweak the execution to make them 10% more effective. That would drive significant growth in incremental sales and cement marketing as the engine of growth. Now, what if we told you this could be possible with Gen AI, powered by marketing effectiveness experts?  

In this dynamic panel discussion, featuring Gain Theory, VML, and Lululemon, we will explore the topic of creative measurement and the role which GenAI could play.  

We’ll discuss: 

• The principles of creative measurement 
• The potential of GenAI to help measure the impact of creative on business growth 
• How organizations can build data-driven creative enhancements without hindering creative brilliance 

Shawn O’Neal

CEO of Americas Gain Theory

GENIUS AWARDS FINALISTS ANNOUNCEMENT

Who are the industry’s true data masters? We will announce the finalists of the 2024 Genius Awards, presented by TransUnion, recognizing leading brand marketers for their outstanding achievements in data and analytics.

Allyson Dietz

Sr Director, Marketing Solutions TransUnion

CROSS-MEDIA MEASUREMENT INITIATIVE REACHES NEW MILESTONES

The ANA recently announced significant progress and new milestones reached in its desire for a Cross-Media Measurement (CMM) solution, including the formation of Aquila, a new entity to govern, operationalize, and execute a CMM system in the U.S. Aquila will apply a principles-based approach to deliver a privacy-by-design, neutral and transparent technical solution to deliver cross-media measurement. Our expert panel will share an update on the groundbreaking progress this initiative has made over the past 9 months, where we are heading, and how the best and brightest minds in the industry are joining forces to operationalize Aquila’s cross-media measurement solution.

Bill Tucker

President, Aquila and Group Executive Vice President ANA

BREAKING DOWN SILOS: STREAMLINED TV AD MEASUREMENT WITH PINNACLE AND iSPOT

Discover how iSpot solutions have empowered Pinnacle to optimize media strategies, from avoiding siloed decisions in TV advertising to analyzing cost per incremental web visit for brands. Gain insights into the unique measurement challenges brands face in the TV advertising space and understand the importance of achieving consistent, comparable results across partners and channels.

Join Megan Boveri, Chief Media Officer at Pinnacle, and Susan Ram, Regional Sales Director at iSpot, as they delve into the evolving landscape of media strategy and the state of streaming. This session promises valuable perspectives from two industry leaders on navigating the complexities of modern media.

Megan Boveri

Chief Media Officer Pinnacle

CLOSING REMARKS

Jackson Bazley

EVP, Measurement for Marketers ANA

DINNER SESSION: DEMYSTIFYING CLEAN ROOMS AND UNLOCKING A NEW WAY TO OPTIMIZE YOUR HOLISTIC ADVERTISING PORTFOLIO

The ads landscape is undergoing a paradigm shift and advertising leaders need to respond with agility. To better allocate ad spend and optimize marketing strategy, you need to have a clear view into campaign performance, advertising impact, and customer journey. Join us for an exciting session to learn how clean room tech & Amazon Ad's clean room solution - Amazon Marketing Cloud ( AMC) can help respond to these industry challenges. Amazon Marketing Cloud (AMC), the clean room solution of Amazon Ads, gives you holistic insights about your marketing investment, and empowers you to turn insights into actions. You'll leave this session understanding how clean rooms put marketers in the driver's seat to make faster, more informed decisions and get a glimpse of various ways to get started on your insights journey with Amazon Marketing Cloud.

Kayla Wilson

Principal Ad Tech Lead Amazon Ads

BREAKFAST SESSION: SPARKLING COLLABORATION: REACHING LOYALS WITH PERRIER

After launching Maison Perrier, Nestle sought to better understand how their most loyal Perrier customers were migrating to the new brand. To do so, Nestle utilized the power of collaboration across data science and shopper teams to encourage product trial. We'll explore how these teams came together to gain insights on their most important buyer groups and support them with tailored communications.  

Brian Caprio

Kroger Data Strategy Lead Nestlé

WELCOME REMARKS

Jackson Bazley

EVP, Measurement for Marketers ANA

HOW THE LEGO GROUP IS CAPTURING THE LONG-TERM IMPACT OF MARKETING THROUGH MMM

Traditional Marketing Mix Modelling has focused on capturing short-term impact, which can result in an underestimation of the impact brand building campaigns, owned and earned media have.

Join Inés Nadal to hear about The LEGO Group’s new MMM programme, designed to capture both the short and the long-term impact of its marketing activations, as well as the impact of the strength of the LEGO® brand in boosting marketing activities. These improvements in measurement have provided The LEGO Group with new insight into the optimal funnel, helping balance short and long-term investments and leverage the strength of its brand to drive growth.

Please note this session will not be available on-demand and can only be watched live.

Inés Nadal

Senior Director, Global Marketing Performance The LEGO Group

UNITED AIRLINES SCORES BIG WITH LOCAL SUPER BOWL ADS

Sports fans have deep emotional attachments to their favorite teams. Only two teams make it all the way to Super Bowl Sunday each year. Great news for fans of those teams, but what about the millions of fans whose teams don't make it? The ones who are watching the game, but already thinking ahead to next season?

Learn how United Airlines created a Super Bowl campaign centered on local, personalized ads over a national TV buy, chose heart over humor, and talked about the teams that *didn’t* win. Hear how United scored big with online sentiment and increased airfare purchase consideration and action, resulting in a direct impact on their business.

Please note this session will not be available on-demand and can only be watched live.

Julia Fedor

Director, Global Advertising and Social Media Operations United Airlines

REVOLUTIONIZING MEASUREMENT THROUGH COMMERCIAL ANALYTICS AT KRAFT HEINZ

As the world’s fifth-largest food and beverage company and among the most recognized household brands, Kraft Heinz was dealing with ineffective measurement programs that were high-level, lacked forward-looking decisioning capabilities and done in isolation across its 30+ brands. Digital transformation was on the horizon as Kraft Heinz was looking for a unified commercial marketing measurement approach that balanced strategy with actionability and accountability. In this session, Kraft Heinz will share how their partnership with Analytic Partners led to the implementation of Commercial Analytics.

Key takeaways include:

• How a holistic and integrated approach balances strategy with actionability across its brands
• The benefits of speed and frequency to pivot programs based on changing landscapes
• How to break down siloes and drive full organizational buy-in, from Finance to Operations
• How commercial analytics unveils key benefits beyond marketing

Tim Gaertner

Global Head of Commercial Advanced Analytics Kraft Heinz

THE EVOLUTION OF THE RETAIL MEDIA REVOLUTION

Paras Shah

Senior Director, Digital Media Georgia-Pacific

UTILIZING MARKETING RETURN ON INVESTMENT (MROI) DATA TO BETTER INFORM MEASUREMENT, OPTIMIZATION & PLANNING

The HP view is that the scope of Measurement is a combination of Impact (what happened and why), Optimization (what should we optimize to across the next 90-days) and Planning (where should we invest and how much). At HP we call it the IPO framework. Each of these measures can be further subdivided into “Short-Term”, “Long Term as a derivative of Brand ACP” and “Brand Baseline”. The objective of MROI is to be able to discern these subsets critical to the growth of the business and how these indicators allow us to understand the impact on market share, revenue and profitability.

Kumar Subramanyam

Global Head of Marketing Data Sciences HP

CLOSING REMARKS