Measure What Matters: Metrics for Marketing Success hosted by PepsiCo (In-Person Only)

OPENING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA

HOLISTIC GROWTH THROUGH SOUND MEASUREMENTS

PepsiCo’s portfolio of brands spans multiple categories, globally. Reaching the right consumers with right messaging, in right context, especially in today’s fragmented media environment with fast changing consumer habits, is a key to driving growth. To address this fascinating challenge, PepsiCo has developed a portfolio of solutions, rooted in pragmatic measurements, to media investments. In this session, PepsiCo will discuss key problems-to-solve ranging from strategic, longer term investment planning / allocation to specific short-term needs, highlighting associated measurement approaches and tools.

Jeremy Wasson

Senior Director, Global Media and Data-ROI Engine PepsiCo

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

GALDERMA’S PATH TO COMMERCIAL ANALYTICS

Galderma's large portfolio of skincare brands is in a unique category, primarily driven through its 1,900 sales force who engage with over 110,000 healthcare professionals, and through a network of over 270,000 retailers, retail stores and pharmacies. Such a complex go-to-market strategy requires a measurement program that looks at numerous factors beyond marketing or a reliance on click-attributable metrics.

To address this challenge, Galderma partnered with Analytic Partners to roll out a commercial analytics measurement program that can integrate numerous data sources -- media, first-party data, e-commerce, macroeconomic factors, etc. -- to understand consumer trends and balance strategy with actionability while securing buy-in from across the organization. In this session, you'll see the impact commercial analytics has on full-funnel metrics and its ability to deliver forward-looking recommendations that influence longer term investment strategies across the business.

Charlotte Hudson Carter

Director, Head of U.S. Media Galderma

SCIENCE MEETS CREATIVITY TO DRIVE REVENUE: WHAT IT MEANS BEING A DATA DRIVEN MARKETER IN TODAY’S WORLD

This session will focus on end-to-end marketing measurements that empowers the teams to take bold actions and be growth driver for the business. Intelligence that can drive sustained growth in B2B environment shifting the perception of marketing from cost to a revenue function

Sadique Khan

Program Director – Performance Advisory and Insights IBM

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 purchase 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 “Immediate Consumption” retail universe.

In this session, we'll explore the emerging Immediate 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