Excellence in Data Analytics hosted by Rock & Roll Hall of Fame (In-Person Only)

WELCOME REMARKS

Tina Jordan

Vice President, Data Excellence & Privacy Practice Association of National Advertisers

VOTE YOUR CHOICE

Who would you choose to be in the Rock & Roll Hall of Fame? This interactive kickoff simulates the Induction process – from nomination to voting to induction. Choose the artists you feel deserve to be inducted, defend your decision, and Voice Your Choice!

A DATA SCIENCE-BACKED APPROACH TO BRAND BUILDING.

Brand equity is the dark matter of the marketing world, driving outsized long-run value, while staying largely hidden to go-to-market decision makers. Traditional Media Mix Models (MMMs) are great for evaluating marketing effectiveness and avoiding last-touch bias but struggle with quantifying any impact beyond the next quarter. However, new techniques and data sources give marketers the ability to calculate long-run ROAS (Return on Ad Spend) that accounts for paid and earned impacts on future customers. In this session, Andy Hasselwander, Chief Analytics Officer at Marketbridge, dives deep into an integrated approach to quantifying long-run brand value using econometric and market research techniques, and presents typical benchmarks for paid and earned "virtual ROAS" based on long-run equity value.

Andy Hasselwander

Chief Analytics Officer Marketbridge

USING MARKETING ANALYTICS TO CHANGE HEARTS AND MINDS AT WOLVERINE WORLDWIDE

Is marketing a cost center?   An investment driver?    Despite the rapid explosion in available data and of marketing analytics as an industry, many companies still struggle with these critical and fundamental questions.   Ultimately, how does the impact of marketing investment get fully unlocked without addressing this existential debate?   Hear how Wolverine Worldwide is leveraging the powerful insights developed through a unified and integrated approach to marketing measurement to accelerate the strategic reshaping of the strategic role and impact of marketing investment.   The discussion will illustrate how this evolution is impacting today, tomorrow, and into the future for key brands within the Wolverine Worldwide portfolio.

Brian Lange

Senior Vice President IPSOS MMA

BUILDING A DATA -CENTRIC ORGANIZATION

In this session, Key Bank provides its insight on the operational model for driving data-centricity; how to effectively work with young, energetic junior analysts; becoming agile; understanding when and how to implement agile principles; and the essential soft and hard skills needed for success

Youran Fan, PHD

SVP Business Analytics, Sr. Manager Enterprise Brand Marketing Key Bank

MAXIMIZING REAL TIME ANALYTICS TO PRIORIZE, YIELD HIGH ROI, AND DELIVER FORECASTING INSIGHTS

With rising cost and declining revenue in healthcare, it is crucial for marketing leaders to focus on high-yield initiatives to counter this issue. In Cleveland Clinic, we have developed a marketing campaign tracking system that is aligned with finance, strategy, institute and enterprise analytics standards. This system has not only provided real-time analytics and insights in high ROI initiatives but also years of historical data to support forecasting, incrementality test and MMM models. This unified and streamlined process has also enabled a more efficient process for securing investments. Looking forward, in this AI era, we are exploring how AI can enhance this system as well as its next phase.

Lin Xie

Director, Marketing Data Science Cleveland Clinic

LEVERAGING DATA FOR FAN ENGAGEMENT: INSIGHTS FROM THE CLEVELAND CAVALIERS

Jeremy Halek

Senior Director, Consumer Marketing Cleveland Cavaliers

WHISKEY, TEQUILA AND DATA: PERNOD RICARD’S RECIPE FOR AI-DRIVEN SUCCESS

The alcohol industry, governed by over 4,000 regulations and a complex three-tier distribution system, faces unique challenges and opportunities. Join Jonathon Kostranchuk, Director of Key Digital Program Deployment at Pernod Ricard, as he explores how the world’s second-largest spirits and wine company is transforming its business with advanced analytics and AI. Drawing from his global experience with HQ teams in Paris and leading transformations across markets such as the USA, Canada, Mexico, Brazil, and South Africa, Jonathon will discuss how Pernod Ricard navigates these complexities and adapts to evolving consumer behaviors,  altered and accelerated by post-COVID norms. Discover how AI-driven initiatives for Jameson, Absolut, and other brands are setting new standards in marketing effectiveness, revenue growth management, sales efficiency, and consumer insights. Learn from Pernod Ricard’s journey, including both successes and challenges, and see why the company was ranked among the top firms globally and as the top French firm in the 2024 Data and AI Human Capital Report, and featured as a Harvard Business School case study.

Jonathon Kostranchuk

Director, Key Digital Program Deployment Pernod Ricard

CLOSING REMARKS

Tina Jordan

Vice President, Data Excellence & Privacy Practice Association of National Advertisers