Conference Agenda

All sessions listed below are in Central Time (CT).
Please note the conference agenda, including speakers, is subject to change.

TIME	EVENT DETAILS	LOCATION
Monday, September 16, 2024
12:00pm - 6:30pm	REGISTRATION OPEN	Art Gallery (IN-PERSON ONLY)
1:00pm - 1:10pm	WELCOME REMARKS Jackson Bazley EVP, Data, Analytics, & Measurement ANA	Atlantic Ballroom E (IN-PERSON ONLY)
1:10pm - 1:45pm	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 Erika Digirolomo Director, Global Solutions Delivery, NAM, Media & Analytics Circana	Atlantic Ballroom E (IN-PERSON ONLY)
1:45pm - 2:20pm	KICKOFF SESSION 2 Speaker TBA Comscore	Atlantic Ballroom E (IN-PERSON ONLY)
2:20pm - 2:55pm	OUT WITH THE BUZZ WORDS: CLARITY INTO MARKETING ANALYTICS In a refreshing departure from the usual jargon-filled presentations, Brian McRoberts, Director of Marketing Economics and Data Science for Elevance Health teams up with Andy Hasselwander, Chief Analytics Officer for Marketbridge, to demystify the realm of marketing analytics. This session is a masterclass in clarity, breaking through the buzzwords (like AI) to deliver tangible insights. Be sure to join this duo as they dive into real-life success stories and showcase how leveraging marketing analytics has led to measurable growth and competitive advantage. Andy Hasselwander Chief Analytics Officer MarketBridge Brian McRoberts Director Marketing Economics and Data Science Elevance Health	Atlantic Ballroom E (IN-PERSON ONLY)
2:55pm - 3:15pm	COFFEE BREAK	Atlantic Foyer (IN-PERSON ONLY)
3:15pm - 3:50pm	KICKOFF SESSION 4 Speaker TBA Nielsen	Atlantic Foyer (IN-PERSON ONLY)
3:50pm - 4:25pm	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	Atlantic Ballroom E (IN-PERSON ONLY)
4:25pm - 4:30pm	CLOSING REMARKS Jackson Bazley EVP, Data, Analytics, & Measurement ANA	Atlantic Ballroom E (IN-PERSON ONLY)
5:00pm - 6:00pm	RECEPTION	Outdoor Terrace (IN-PERSON ONLY)
Tuesday, September 17, 2024
7:00am - 7:00pm	REGISTRATION OPEN	Art Gallery (IN-PERSON ONLY)
8:30am - 9:30am	BREAKFAST	Atlantic Ballroom E (IN-PERSON ONLY)
9:30am - 9:35am	OPENING REMARKS Speaker TBA Google	Atlantic Ballroom C&D (HYBRID)
9:35am - 10:05am	WELCOME REMARKS & HOUSEKEEPING Bill Tucker Group EVP ANA	Atlantic Ballroom C&D (HYBRID)
10:05am - 10:40am	OPENING KEYNOTE Speaker TBA	Atlantic Ballroom C&D (HYBRID)
10:40am - 11:15am	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. Greg Pharo Global Senior Director, Communications & Marketing Effectiveness The Coca-Cola Company	Atlantic Ballroom C&D (HYBRID)
11:15am - 11:35am	COFFEE BREAK	Atlantic Foyer (IN-PERSON ONLY)
11:35am - 12:10pm	SESSION 3 Yushuang Zhou Senior Director, Analytics, Data Science, & Syndicated Data Clorox Company	Atlantic Ballroom C&D (HYBRID)
12:10pm - 12:45pm	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	Atlantic Ballroom C&D (HYBRID)
12:45pm - 1:45pm	LUNCH (Sponsored by Resonate)	Atlantic Ballroom E (IN-PERSON ONLY)
1:45pm - 2:20pm	CROSS-MEDIA MEASUREMENT INITIATIVE REACHES NEW MILESTONES The ANA recently announced significant progress in moving the Cross-Media Measurement (CMM) initiative to the next phase of bringing a scaled solution to the U.S. It is estimated the endeavor will eliminate fifty billion dollars in waste due to excess frequency over a 3-year period and deliver improved media productivity and an elevated ad experience for audiences through transparent 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 a cross-media measurement solution in the U.S.	Atlantic Ballroom C&D (HYBRID)
2:20pm - 2:55pm	TV’24: CONSUMER ADOPTION OF STREAMING DRIVES MODERNIZATION OF MEASUREMENT The TV marketplace is in the midst of generational change as consumer usage of linear TV migrates to streaming options. Per Nielsen’s Feb. 2024 “The Gauge”, Streaming now represents 38% of overall viewing while Cable and Broadcast notched 28% and 23%, respectively. Measurement solutions are incorporating big data, ACR and Set Top Box data sets, to address measurement in an increasingly fragmented media landscape. Big data still requires personification and adjustments so while the role of the panel has changed, it is still an incredibly important ingredient in TV measurement. At GM, we are front and center in understanding the consumer behavioral shifts, leveraging high-propensity 1st party audiences, and testing new forms of measurement and currencies. In this session we will share GM’s view of the evolving TV landscape (inclusive of Linear, CTV, and Addressable), approach to targeting and activation, and considerations in modernization of TV measurement. David Spencer Manager, Emerging Media and Partnerships, Global Media Operations General Motors	Atlantic Ballroom C&D (HYBRID)
2:55pm - 3:30pm	CREATIVITY THAT SELLS: 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 is possible with Gen AI, powered by marketing effectiveness experts? In this dynamic presentation, we will explore: The principles of creative measurement How organizations can build data-driven creative enhancements without hindering creative brilliance Initial findings from a Gen AI pilot project with a multinational CPG business Shawn O’Neal CEO of Americas Gain Theory	Atlantic Ballroom C&D (HYBRID)
3:30pm - 3:40pm	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 Deitz Sr Director, Marketing Solutions TransUnion
3:40pm - 4:00pm	COFFEE BREAK	Atlantic Foyer (IN-PERSON ONLY)
4:00pm - 4:35pm	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. Lanae Williamson (she/her) Multicultural Marketing Strategy Senior Lead Nissan North America Joel Dantas-Shoemaker (he/him) Vice President of Sales Q.Digital	Atlantic Ballroom C&D (HYBRID)
4:35pm - 5:10pm	SESSION 9 Speaker TBA Kraft-Heinz	Atlantic Ballroom C&D (HYBRID)
5:10pm - 5:15pm	CLOSING REMARKS Jackson Bazley EVP, Data, Analytics, & Measurement ANA	Atlantic Ballroom C&D (HYBRID)
6:00pm - 7:00pm	RECEPTION	Outdoor Terrace (IN-PERSON ONLY)
7:00pm - 8:30pm	DINNER	Atlantic Ballroom E (IN-PERSON ONLY)
Wednesday, September 18, 2024
7:00am - 12:00pm	REGISTRATION OPEN	Art Gallery (IN-PERSON ONLY)
7:30am - 8:30am	BREAKFAST (Sponsored by Kroger)	Atlantic Ballroom E (IN-PERSON ONLY)
8:30am - 8:35am	WELCOME REMARKS Jackson Bazley EVP, Data, Analytics, & Measurement ANA	Atlantic Ballroom C&D (HYBRID)
8:35am - 9:10am	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. Inés Nadal Senior Director, Global Marketing Performance The LEGO Group	Atlantic Ballroom C&D (HYBRID)
9:10am - 9:45am	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	Atlantic Ballroom C&D (HYBRID)
9:45am - 10:05am	COFFEE BREAK	Atlantic Foyer (IN-PERSON ONLY)
10:05am - 10:40am	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 Susan Ram Brand Partnerships Regional Director iSpot.tv	Atlantic Ballroom C&D (HYBRID)
10:40am - 11:15am	THE EVOLUTION OF THE RETAIL MEDIA REVOLUTION The retail media landscape is rapidly transforming, reshaping the ways brands connect with consumers. Paras will explore the dynamic changes driving this evolution and provide actionable insights for creating enhanced value in retail media by delving into the pivotal role of heightened transparency and measurement in unlocking the full potential of retail media. Attendees will gain a comprehensive understanding of innovative strategies and tools that can optimize media spend, drive more precise targeting, and foster greater accountability. By embracing these advancements, brands can ensure more effective campaigns, stronger consumer engagement, and ultimately, superior ROI. Join us to navigate the future of retail media and discover how to harness these developments for sustained competitive advantage. Paras Shah Senior Director, Digital Media Georgia-Pacific	Atlantic Ballroom C&D (HYBRID)
11:15am - 11:50am	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	Atlantic Ballroom C&D (HYBRID)
11:50am - 12:00pm	CLOSING REMARKS	Atlantic Ballroom C&D (HYBRID)

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