ANA and Transunion Present the 2023 Genius Awards

This event is over.

Data And Analytics rise to the challenge of fundamental if not fully mission-critical components to any marketing campaign. This year, the ANA Genius Awards continue to showcase the best in data-driven strategies from companies across industry sectors and revenue, including brands, media platforms, and nonprofits. Selected by the expert panel of judges, the winning companies have leveraged analytic thinking to fuel bottom-line revenue growth, all while managing to address some of the greatest challenges.

At this event, the ANA Data & Analytics Practice, along with our valued partners at Transunion, will provide a sneak peek into several case studies with winning strategies. Hear firsthand how companies tackled their specific business challenges to help drive growth. The four categories include:

Winner for Marketing Analytics Adoption: Choice Hotels International
Winner for Marketing Analytics Storytelling: Cricket Wireless
Winner for Marketing Analytics Innovation: Kenvue
Winner for Marketing Analytics Growth: Ally Bank

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, January 25, 2024
11:00am - 11:02am	WELCOME REMARKS Tina Jordan Senior Director, Data & Analytics Practice ANA
11:02am - 11:39am	3 STEPS TO EFFECTIVE MARKETING Today digital marketing has made it easy to communicate with any audience, but often times it bombards customers with irrelevant advertising. Customers are quickly learning to tune out, so finding the right message to deliver at the right moments are more important than ever. Our Genius marketers are using a 3 step strategy for effective marketing to reduce media waste and make the most of your marketing budget. Marc Vermut Vice President Consulting Services, Marketing Solutions TransUnion View Video and Presentation
11:39am - 12:07pm	ENABLING PAID SEARCH VALUE-BASED BIDDING WITH AN ENGAGEMENT SCORE MODEL (2023 GENIUS WINNER IN MARKETING ANALYTICS INNOVATION) Measuring the value of the actions users take during their website visits can be a challenge when minimal or no sales originate from the websites. Kenvue is now using a secure and privacy-compliant environment for integrating consumer demographics, behaviors, online activities, and offline conversions from across internal and external data sources. This solution helped Kenvue connect the dots along its customer journeys through conversion, and quantify the true, incremental value of visitors and their actions on brand sites. Kenvue has also enjoyed increased collaboration across the company’s data science, analytics, CxO, media and marketing teams, bridging the gap between online behavior and offline conversions using a robust identity matching process. Kenvue was able to implement a Google value-based bidding pilot to set bids tailored to each individual auction based on the conversion value defined by its high-value site actions — resulting in an impressive improvement in paid search ROI. Daniel Mengisteab Senior Data Scientist, Global Data Science Kenvue Bill Schluth Senior Manager, Global Search and Performance Media Kenvue
12:07pm - 12:30pm	ALLY FINANCIAL’S EXCELLENCE IN MARKETING ANALYTICS GROWTH: UNDERSTANDING THE CONNECTION WITH BRAND AS PERFORMANCE THROUGH FULL-FUNNAL MARKETING ACTIVATIONS The right media investments have the power to drive brad growth and fuel longer-term business gains. To measure the effects of its spend, Ally Financial teamed up with TransUnion and the MMA to conduct a unique study of brand as performance —which included field experiments, multi-touch attribution (MTA), marketing mix modeling (MMM), and more. The work yielded powerful new capabilities for optimizing marketing strategies that balance short-term gains with long-term brand building and business growth. Ally Financial derived hard numbers and mathematical relationships for linking its strategy to specific business outcomes over a two-year, forward-looking timespan. Next, it developed a new strategic tool and analytics approach —the Brand as Performance (BaP) Growth Framework — for planning and executing for overall business growth. At last, these findings solve the persistent, decade-long challenge of evaluating, balancing and optimizing marketing for short-term gains and long-term business growth. With the increasing reliance of first party data, companies need to rethink their traditional multichannel strategies and perks, stay aligned with new technologies, and personalize the customer experience with their loyalty base, while also increasing audience acquisition. This requires a multipronged, synchronized approach across multiple avenues. Hear how a fully virtual and financial entity like Ally has done just that. Michelle Alfano Sr. Director, Digital Marketing Ally Financial View Event Recap and Related Materials
12:30pm - 12:56pm	CRICKET WIRELESS: DATA AND ANALYTICS STORYTELLING: THE IMPACT OF CHANGING MEDIA SPEND OVER TIME As a leading prepaid wireless brand, Cricket has been researching the impact of changes in media spend over time. In our competitive marketplace, leadership wanted to understand the impact media spend changes could have and so our team took this as an opportunity to step back and look at the myriad sources of data we could access to find that which best conveyed the wholistic story to senior leadership. In this session members of the Cricket/AT&T team will share their process of successful storytelling, and how they identified and pulled the relevant data points into a clear format that allowed quality discussions to result. Paris Von Habsburg-Lothringen Lead Market and Research Analysis Manager, Research, Analytics & Insights AT&T Carter Robinson Lead Manager, Marketing & Communications Cricket Wireless John Forbes Lead Market & Research Analysis Manager, Research, Analytics & Insights AT&T
12:56pm - 1:23pm	HARNESSING THE POWER OF DATA AND CUTTING-EDGE ANALYTICS TO BETTER SERVE CHOICE'S CUSTOMERS (2023 GENIUS AWARD WINNER IN ADOPTION) Choice Hotels International, has always been committed to using data to elevate Choice’s franchisee performance and financial success. The company recently embarked on a transformational journey to renew its focus on Choice’s guests. To do so, Choice’s Advanced Analytics team harnessed the power of big data, artificial intelligence, and cutting-edge analytics to drive an organizational understanding of customers using a common language around the guest, powered by personas and other advanced customer data features. This work is helping the organization better understand and adopt data to drive business outcomes. Austen Murrow Director, Data & Analytics Strategy Choice Hotels Bright Small Senior Director, Data Science & Location Intelligence Choice Hotels Mariana Magala Senior Director, Marketing & Commercial Analytics Choice Hotels
1:23pm - 1:25pm	CLOSING REMARKS Tina Jordan Senior Director, Data and Analytics Practice ANA

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.