The ANA and Neustar Present: The 2021 Genius Award Winners

This event is over.

In what was certainly an unprecedented year for data and analytics in advertising, never before has the role of data been mission critical to a company’s marketing campaign. This year, the ANA Genius Awards saw some extraordinary data driven campaigns by entrants including brands, media platforms, and nonprofits. Selected by the expert panel of judges, these winning companies have leveraged analytic thinking to fuel bottom-line revenue growth, all while managing to address some of the greatest challenges.

In this virtual half-day event, the ANA Data & Analytics group, along with our valued partners at Neustar, are pleased to feature 2021 Genius Awards winners and see firsthand how they tackled their specific business challenges to help drive growth. The winners by category were:

Winner for Marketing Analytics Adoption: Kroger
Winner for Marketing Analytics Storytelling: Forbes
Winner for Marketing Analytics Innovation: American Express
Winner for Marketing Analytics Growth: PepsiCo

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, December 2, 2021
11:00am - 11:02am	WELCOME REMARKS Tina Jordan Director, Data & Analytics Practice ANA
11:02am - 11:38am	THE PATH TO ANALYTICS MATURITY The 2021 ANA Genius Award winners provide us with a guiding light for the execution of a successful analytics program in today’s tumultuous marketing environment. But how can the rest of us know if we are on the right path to analytics maturity? What are the processes, people, and innovations required for success? Join Neustar’s Marc Vermut, VP at The Knowledge Lab, to learn how to assess your marketing analytics maturity and create a tactical plan to advance marketing analytics adoption within your own organization. Marc Vermut Vice President, The Knowledge Lab Neustar View Video and Presentation
11:29am - 12:03pm	DRIVING TRANSFORMATION THROUGH HOLISTIC, ALWAYS-ON MEASUREMENT AT KROGER Without successful analytics adoption, even the most advanced analytics solutions won’t stick. In partnership with 84.51° and Analytic Partners, the Kroger team set out to transition from analytics with limited cross-functional collaboration to a trusted, modernized measurement and optimization discipline built on real-time insight and data-driven forecasting. In this session, the team will share details about their transition to holistic “always-on” modeling through the adoption of Analytic Partners' Commercial Mix Modeling and Live Models. Kroger, 84.51°, and Analytic Partners will discuss the challenges and principles that drove approximately $100 million in incremental marketing-driven revenue in the program’s first year. Jackie Hartle Lead Consultant, Marketing Analytics & Insights 84.51 Marisa Cranswick Integrated Media Strategy Lead Kroger Barry Croke Director Analytic Partners View Video and Presentation
12:04pm - 12:41pm	APPLYING ARTIFICIAL INTELLIGENCE TO MARKETING CREATIVE REVIEW Complying with regulations and minimizing risk is a critical, yet evolving job in highly regulated industries like financial services. Creating advertising that is compelling, yet compliant typically means extensive legal reviews, development of terms and conditions, and document quality control. In this session American Express will share how it is developing Artificial Intelligence tools to improve the efficiency of our creative approval process, increase speed to market for our marketing campaigns, and reduce reliance on highly manual review processes. Harvey Raymundo Vice President of Enterprise Marketing Products and Solutions American Express View Event Recap and Related Materials
12:42pm - 1:18pm	CANVAS: DEMOCRATIZING DATA THROUGH END-TO-END ENTERPRISE PepsiCo’s CANVAS was designed to bring a data-driven performance-oriented approach to marketing to enable better decisions for better outcomes. CANVAS is an end-to-end digital platform that scales the global PepsiCo organization easily by democratizing data in one seamless end to end user experience. Helping to move the organization from a decentralized approach to marketing, CANVAS now enables a truly unified marketing capability across PepsiCo globally – One PepsiCo, One Marketing. Kevin Moeller Head of Pepsi Trademark Consumer Insights PepsiCo Carole Irgang President Radically Simple Marketing View Event Recap and Related Materials

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.