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

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Join us as we explore the power of data and analytics in marketing with the highlights from 2024’s Genius Award Winning studies in data driven excellence. Celebrating innovative strategies across industries, this annual virtual event showcases how leading companies have harnessed analytic thinking to overcome challenges and drive significant revenue growth. Presented by the ANA Data & Analytics Practice in partnership with TransUnion, attendees will gain exclusive insights into successful case studies that highlight marketing analytics adoption, storytelling, innovation, and growth. Don't miss the opportunity to learn from the best in the field!

Winner for Marketing Analytics Adoption: Bayer
Winner for Marketing Analytics Growth: Kenvue
Winner for Marketing Innovation: Amazon
Winner for Storytelling: Simplisafe

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, January 23, 2025
11:00am - 11:03am	WELCOME REMARKS Tina Jordan Vice President, Data Excellence & Privacy Practice ANA
11:03am - 11:36am	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 View Presentation
11:36am - 12:09pm	UNIFYING ANALYTICS INTO ONE ECOSYSTEM Bayer adopted a unified approach to ROI measurement, leading to significant efficiencies, better decision-making and improved transparency across the organization. By integrating marketing mix modeling (MMM) and multi-touch attribution (MTA) into a single ecosystem, the company achieved stronger alignment and more consistent recommendations for the marketing team. This integration involved consolidating analytics from partners into one system and reorganizing internal teams to manage these efforts cohesively. The unified reporting suite now guides almost all marketing decisions, providing real-time insights and self-service functionality for marketers. As a result, Bayer’s media and brand teams gained unprecedented visibility into ROI and sales forecasts, enabling continuous optimization of media spend, audience segmentation, and strategic decision-making. This approach has driven significant efficiencies and identified substantial incremental profit opportunities Jeremy Rose Head of Unified Marketing Measurement Bayer View Presentation
12:09pm - 12:36pm	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. Efthymios Psaraftis Global Audience Strategy Manager Kenvue Lisa Macaulay Global Audience Strategy Director Kenvue Alex Zak Senior Manager Programmatic Media Kenvue Randip Mitra Data Strategy Director Kenvue View Event Recap
12:36pm - 1:01pm	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 Yeva Kulidzhanova Director, Marketing Analytics SimpliSafe
1:01pm - 1:24pm	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 Marketing Science and Funnel, ITA Amazon Cheitali Thakkar Global Product Lead for Marketing Science, ITA Amazon
1:24pm - 1:30pm	CLOSING REMARKS Tina Jordan Vice President, Data Excellence & Privacy Practice ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.