Unleashing Data-Driven Excellence: Highlights from the ANA Genius Awards (Virtual Only)

WELCOME REMARKS

Tina Jordan

Vice President, Data Excellence & Privacy Practice ANA

SECRETS BEHIND EFFECTIVE MARKETING MEASUREMENT

In today’s data-driven world, marketing teams are under increasing pressure to demonstrate the impact of their efforts on business outcomes. However, despite the wealth of data available, many struggle to translate numbers into actionable insights

Join Transunion as it provides a dive deep into the core principles of effective marketing measurement, exploring how to: Define Clear KPIs: Choose the Right Tools & Frameworks; Understand Data Integration; Optimize Marketing Spend; and Translate Data into Actionable Insights. Key takeaways include:

• A comprehensive understanding of key marketing metrics
• Practical tips for integrating and analyzing marketing data
• Insights into improving ROI through smarter measurement strategies
• Actionable frameworks for measuring campaign success at scale

Marc Vermut

VP Marketing Solutions TransUnion

EXCELLENCE IN MARKETING ANALYTICS ADOPTION: BAYER

Many organizations use a combination of marketing mix modeling (MMM) and multi-touch attribution (MTA) to evaluate the effectiveness of their marketing efforts. However, in most cases, these two measurement methods are applied separately, leading to inefficiencies and, in some cases, an inaccurate understanding of actual campaign performance. The solution to this misalignment lies in unified measurement strategies, where MMM and MTA models are integrated to reduce miscommunication and accelerate insights. Bayer's serves as a prime example of this approach. By combining these models, Bayer was able to:

• Speed up decision-making and enhance transparency: By using a unified analytics approach that includes both MMM and MTA, Bayer gained a clearer, faster understanding of their marketing performance.
• Streamline performance reporting and improve ROI: Bayer worked closely with their agencies to consolidate data, making performance reporting more efficient and boosting their return on investment.
• Avoid a "measurement frankenstack": Bayer eliminated fragmented data systems, creating a single source of truth for their marketing analytics and ensuring more reliable results.

By uniting MMM and MTA, organizations can drive more accurate insights and faster, data-driven decision-making.

Jeremy Rose

Head of Unified Marketing Measurement Bayer

KENVUE’S FUTUREPROOF MEDIA STRATEGY: DRIVING DATA-DRIVEN GROWTH THROUGH RISK MITIGATION

Kenvue adopted a future-proof media strategy to ensure long-term growth and mitigate the risks associated with cookie deprecation. By focusing on five key pillars—ID solutions, persistent retailer/panel data, first-party data, geo/trigger-targeting, and contextual advertising—the company reduced high-risk media spend by over 50% and expanded audience reach.

This strategy enhanced media targeting, risk management, incremental reach, and ROI. Through testing and adopting scalable alternatives like contextual advertising and geo-targeting, Kenvue increased brand exposure and engagement, positioning the brand for sustained competitive advantage.

Efthyimos Psaraftis

Global Audience Strategy Manager Kenvue

UNDERSTANDING THE LIMITATIONS AND VALUE OF MEDIA SPEND: SIMPLISAFE’S DATA-DRIVEN STRATEGY AMIDST MARKETING CHALLENGES

In this session, SimpliSafe showcases how data-driven insights can transform marketing strategy, by taking a comprehensive, analytics-led approach to assess the effectiveness of its media spend on driving brand awareness and sales, particularly during challenging market conditions.

Leveraging advanced tools like Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and predictive simulators, SimpliSafe dissected how external factors—such as sluggish housing sales and fluctuating interest rates—were impacting consumer behavior and brand perception.

Through this detailed analysis, SimpliSafe uncovered a crucial insight: while media spend played a role in driving awareness, external market dynamics were influencing brand awareness far more significantly than anticipated.

This deep understanding of the data enabled SimpliSafe to validate its marketing strategies and optimize spending for maximum impact, despite the economic headwinds. By using data not only to track performance but to predict outcomes and account for market variables, the company was able to fine-tune its media investments—ensuring that every dollar spent delivered the highest possible return, regardless of broader market conditions.

Jason Milliken

Manager, Marketing Analytics SimpliSafe

USING MARKETING SCIENCE TO SOLVE FOR LABOR CHALLENGES

As labor markets evolve and skills shortages intensify, data practitioners are uniquely positioned to apply marketing science methodologies to address workforce challenges. This session will explore how techniques commonly used in consumer marketing—such as segmentation, predictive analytics, and behavioral modeling—can be leveraged to tackle pressing labor issues. By analyzing labor supply and demand trends, optimizing workforce allocation, and predicting talent needs, data scientists can help organizations better navigate the complexities of staffing, training, and retention. Attendees will discover how to harness large-scale data sets, identify patterns in worker behavior, and develop actionable insights that drive smarter decision-making in labor management. Whether forecasting skill gaps, optimizing hiring strategies, or improving employee retention through data, this session will provide actionable frameworks for data practitioners to apply their expertise in solving today’s labor challenges.

Agastya Komarraju

Global Head of Makreting Science and Funnel, ITA Amazon

CLOSING REMARKS

Tina Jordan

Vice President, Data Excellence & Privacy Practice ANA