The Measure of Success: Elevating Marketing through Measurement hosted by Google (In-Person Only)

OPENING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA

FROM DISCOVERY TO DECISION: MEASURING COMPLEX CUSTOMER JOURNEYS

In today's complex marketing landscape, advertisers demand a comprehensive understanding of their campaigns' impact. Join Google to uncover how the marketing measurement landscape is shifting and learn how to bridge the gap between marketing objectives and outcomes, linking key performance indicators across the customer journey.

Marta Martinez

Managing Director of Data, Measurement and Analytics Google

DRIVING MEDIA IMPACT THROUGH DATA SCIENCE INTEGRATED PROGRAMS

At Kenvue, being the largest pure-play consumer health company by revenue, we have iconic brands across many categories of which we are the #1 market leader in many of them. To continue to drive world-class capabilities, media optimization plays an important role. We have developed a cutting-edge Data Science suite to drive media effectiveness through integrated program solutions meant to address many dimensions of planning and optimization.

In this session we will take you through this framework and how we continue to push the envelope to innovate and meet the needs of the business.

Aleks Petkovski

Sr. Director, Commercial Data Science & Digital Analytics Kenvue

HOW PERNOD RICARD USED INCREMENTALITY EXPERIMENTS TO MAXIMIZE ROI ON YOUTUBE

The wine and spirits category comes with no shortage of measurement hurdles.

Differences in regulation by state, distributor nuance, and purchases taking place predominantly offline make it challenging to understand the true sales impact of any given campaign...until now. Learn how Pernod Ricard partnered with Haus to increase the velocity of their experimentation practice and prioritize causal-based measurement over correlation to unlock new channels like YouTube and Out of Home.

Brock Wright

Senior Manager, Omnimedia Performance Analytics Pernod-Ricard

CROSS-MEDIA MEASUREMENT INITIATIVE REACHES NEW MILESTONES

The ANA recently announced significant progress and new milestones reached in its desire for a Cross-Media Measurement (CMM) solution, including the formation of Aquila, a new entity to govern, operationalize, and execute a CMM system in the U.S. Aquila will apply a principles-based approach to deliver a privacy-by-design, neutral and transparent technical solution to deliver cross-media 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 Aquila’s cross-media measurement solution.

Moderator: Jackson Bazley

EVP, Measurement for Marketers ANA

MEASURING CONSUMER SENTIMENT BEYOND THE SURVEY

Srikant Narasimhan

Vice President Enterprise Customer Experience CVS Health

TELLING THE MARKETING PERFORMANCE STORY TO SCEPTICS AND NON-MARKETERS

One of the struggles that most marketing leaders experience is telling the story of marketing performance to senior leadership (non-marketers). There are situations when people lean too much to the brand side of the story and lose their non-marketer audiences or lean too much to the performance side that it lacks any details about the story's protagonist that is “Brand”.  In this presentation we will talk about some best practices and go over a full-funnel measurement framework to illustrate the impact marketing has on the brand and business performance using first-party, third-party data, and advanced-analytics-models.

Manu Agarwal

VP & Director, Global Marketing Intelligence T. Rowe Price

THE ART OF THE SCORE: HOW WE ARE HELPING BRANDS ADVERTISE NATIONALLY AND OPTIMIZE LOCALLY

Comscore will present an overview of its new first-to-market solution for optimizing campaign planning across all television screens (cable, broadcast, and streaming), nationally and at the market-level.  For the first time, advertisers will be able to gain invaluable insights into ad exposure across total linear and streaming television in the markets where consumers are making key decisions.  This session will also showcase how Comscore Campaign Ratings, the first-to-market cross-platform campaign measurement solution that reports out at the national and local, market levels, can be leveraged to help marketers and media buyers optimize their campaigns in-flight to maximize investment return and reduce wasted media.

David Algranati

Chief Innovation Officer Comscore

CLOSING REMARKS

Jackson Bazley

Executive Vice President, Measurement for Marketers ANA