The Future of Consumer Enhancing Data & Analytics

Mark Kaline

Senior Vice President, Data and Analytics Practice ANA

LEVERAGING ANALYTICS TO ENHANCE CONSUMER EXPERIENCE

Driving product strategy and enhancing the customer experience is a critical area for marketers using data analytics to uncover necessary insights for driving growth. In this session the lead analytic data engineer for Cox will discuss how text analytics for technical support calls relating to self installations help to cluster issue topics in order to identify commonly accruing keywords that provide key insights and pain points marketers can use to better handle the overall customer journey.

Jane Li

Lead, Analytic Data Engineering and Science Cox Communications

BUILDING STRONG GOVERNANCE: HOW JOHNSON & JOHNSON APPROACHES DATA COMPLIANCE AND BRAND SAFETY

Helping consumers to lead healthier lives has always been the mission of health care companies. That responsibility is emphasized during compromised health and economic times. J&J discusses the evolution of its approach to data governance and brand safety. The California Consumer Privacy Act, Google’s ‘phase out’ of 3^rd party cookies, and questions around what federal privacy legislation would look like are just a few of the more recent developments. All have brought about new ways of working, areas of focus, and conversation on how to ensure preparedness.

Mark Proulx

Senior Manager, Marketing Data Compliance & Brand Safety Johnson & Johnson

THE WORLD HAS CHANGED - HAVE YOUR ANALYTICS?

As the world and our industry become more and more disruptive and disrupted, measurement and analytics need to keep up. EVP Maggie Merklin will discuss how to evolve your analytics to thrive. Using real-life case studies, she will demonstrate the importance of speed of insights, model cadence, scenario planning, war gaming, and testing and experimentation.

Maggie Merklin

Executive Vice President Analytic Partners

UNDERSTANDING TODAY'S CONSUMERS WITH QUALITY DATA

Nearly 85% of customers say being treated as a person not a number is important to winning their business, while 90% of marketers claim to rely on data to deliver personalized experiences to customers and prospects. But many marketers are missing the mark due to their overreliance on bad data, including relying on customers to update their own data; digital behavior data; or relying on multiple, disparate data sets to build a complete view. In addition, poor identifiers, limited volume inputs, data latency, and untested data can all be culprits of bad data. This presentation will discuss how marketers can revamp their company’s approach to data to ensure they are moving into the new decade with accurate, rich, and stable data.

Zach Hudson

Vice President, Solutions Analytics IQ

EMBRACE (DISRUPTIVE) TRENDS & SUPERCHARGE YOUR DATA

Given that change is constant (and holds even more true in the current environment) it is mission critical for organizations to embrace and drive this pro-actively to stay ahead of the curve and achieve sustainable competitive advantage. This session will provide an example eco-system of how this can be orchestrated at an enterprise level with a focus on data in tandem with process, people and technology.

Fred De Letter

Director, Enterprise Data Intelligence Domino’s Pizza