Measure what Matters: Metrics for Marketing Success (In-Person Only) hosted by Pepsi

OPENING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA

PEPSI SESSION

ENGAGING WITH VALUE & DELIVERING MORE OF IT

As prices rise and consumer budgets tighten, shoppers are navigating a sea of choices, making defining and communicating value more crucial than ever. Today, shoppers face the challenge of balancing price, convenience, and quality.

In this session, we'll delve into the key elements that shape effective value messaging. Kelly McKay, Head of CPG and Affiliate Sales at KCL, will share insights from KCL’s latest consumer surveys, highlighting the priorities, preferences, and behaviors of value-minded shoppers, along with insights from over 36,000 deals launched each year. We’ll explore what types of consumer promotions work best and how consumers prefer to receive their promotions. Additionally, we'll discuss which channels and messaging resonate most with different generations. Join us for a comprehensive look at how to engage value shoppers in today’s market.

Kelly McKay

Head of CPG and Affiliate Sales The Krazy Coupon Lady

BUILDING THE NEXT GENERATION OF DALLAS COWBOYS FANS

Maintaining a brand’s cultural relevancy is a never ending process. With increasingly fragmented consumer attention spans, brands have to consistently lean in and build not just for the masses but also for the hand raisers and culture leaders within target segments. With only 8 - 9 on-the-field home games a year, we’ll dive into strategies and examples of how the Dallas Cowboys create a truly year-round diverse offering of both online and in-real-life programming all aimed at building the next generation of global Dallas Cowboys fans.

Rob Sender

Senior Director, Brand & Marketing Dallas Cowboys

EVOLVING MEDIA MEASUREMENT FOR A COMPLEX LANDSCAPE

Ann Dragovits

Manager, Media Toyota Motor North America

ANALYTIC PARTNERS SESSION

IBM SESSION

7-ELEVEN CUSTOMER OBSESSION

100 years ago the US was primarily an agricultural economy, 50 years ago the US was primarily a “Manufacturing Economy”, 30 years ago we became a “Service Economy”, 20 years ago we became a “Technology Economy”, and now the future driven by AI, machine learning, and Deep Learning could flip us to a “Data Economy”.

The availability of customer purchases data from our 7Rewards and Speedy Rewards programs are enabling entirely new opportunities to understand and interact directly with our customers, and branded CPG loyals within 7-Eleven, and across both the Convenience industry and the “Instant Consumption” retail universe.

In this session, we'll explore the emerging Instant Consumption Ecosystem or “ICE” we are implementing for both 7-Eleven Merchants and our Partner Vendors. We hope you will join us as we share insights from our strategy with customers and how we are working to redefine “convenience” using customer insights to build better customer-centric decision-making.

Gary Long

Sr Director, C-Shopper Marketing 7-Eleven

CLOSING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA