Wednesday, March 15, 2023
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8:30am - 9:15am
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NETWORKING BREAKFAST
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9:15am - 9:30am
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WELCOME REMARKS
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Tina Jordan
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Senior Director, Data & Analytics Practice
ANA
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9:30am - 10:05am
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KEYNOTE: RESTAURANT BRANDS THAT DON’T PLAY BY THE RULES
What are the rules for quick serve restaurant arena? Companies are rethinking everything from menus and who mans the deep fryer to data analytics and media buys. In January 2022, Travis joined Inspire Brands as the first-ever SVP, Demand Generation, overseeing Paid Media across the entirety of Inspire Brands’ portfolio: Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin,’ Jimmy John’s, Sonic, and more. By putting humans at the center of Inspire’s strategy and speaking to them based upon what they actually want from a brand, Travis and his team are flipping tradition on its head by using Data and Technology to bring Inspire one step ahead of not only the category, but the restaurant industry as a whole.
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Travis Freeman
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SVP, Demand Generation
Inspire Brands
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10:05am - 10:45am
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TRANSFORMING HOW WE WORK:
An overview on how Georgia-Pacific is unlocking the value potential of all associates through greater data accessibility, self-service applications, and the knowledge and skills needed to make more informed decisions faster, while dedicating fewer resources to low value manual tasks.
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Brian Sullivano
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Sr. Director Marketing Technology
Georgia-Pacific Consumer Business
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10:45am - 11:00am
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BREAK
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11:00am - 11:40am
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A FULL-FUNNEL APPROACH: MEASURING THE ENTIRE CUSTOMER JOURNEY
Today’s marketers only understand half of their customers’ journey. Even the savviest brands lack a holistic way to evaluate media’s impact on both online and offline KPIs. Foursquare’s VP of Client Solutions Greg Fatica and Sejal Sura, VP of Measurement and Analytics at Spark Foundry, will share how leading brands like leading retailers are connecting consumers’ behavior across online and offline touchpoints to inform campaign optimizations and budget allocations. Key takeaways include:
• Best practices for measuring complex behaviors like buy-online-pick-up-in-store and order ahead • The quantifiable benefits businesses can expect from utilizing omnichannel measurement • How omnichannel measurement drives cost savings for advertisers
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Greg Fatica
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Vice President, Client Solutions
Foursquare
Sejal Sura
Vice President Measurement and Analytics
Spark Foundry
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11:40am - 12:20pm
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STAYING ON THE CUTTING EDGE THROUGH ANALYTICS ADOPTION AT HILTON
As a global hospitality brand with universal recognition, Hilton wanted to stay on the cutting edge of marketing analytics to propel the organization into the future. The implementation of Commercial Mix Analytics and Live Modeling solutions allowed Hilton to empower their media and analytics teams through ongoing analytics-driven insights and results. In this session, Hilton will share how they drove adoption of these solutions across the organization in a very short timeframe, across multiple stakeholder teams. They will explore how full organizational buy-in was made possible by the actionable insights delivered by Hilton’s internal teams, thus proving the value and accuracy of the measurement program and double-digit ROI growth in 2 years.
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Amanda Baron
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Director, Digital Media Strategy
Hilton
Amy Wainwright
Senior Manager, Marketing Performance
Hilton
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12:20pm - 1:20pm
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LUNCHEON
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1:20pm - 2:00pm
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SCALING BUSINESS THROUGH DATA DRIVEN RELATIONSHIP DEEPENING
At Ally Financial, scaling businesses through relationship deepening is a cornerstone strategy and priority across the enterprise. The company strives to be a full financial ally for its customers with solutions and products that fit across all “money moments” in life. But how do they drive adoption? Data, Data, Data. In this discussion you’ll learn why relationship deepening is so important at Ally, how they use immense amounts of data to drive conversations with customers, and what the results of those efforts are in terms of loyalty and value.
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David Hixon
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Executive Director, Consumer Business Marketing Strategy & Execution
Ally Financial
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2:00pm - 2:40pm
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THE DECISION TO IN-HOUSE MARKETING MEASUREMENT: KEY INGREDIENTS FOR SUCCESS
An in-house Marketing Optimization Program can be a powerful way to achieve always-on measurement, increase agility, and improve data management and transparency. Join Inspire Brands and Ekimetrics to understand how they partnered to internalize MMO, the key lessons learnt from the journey, and how they are successfully empowering the growth of their business through the capability.
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Richard Lusk
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Senior Director, Data Science
Inspire Brands
Sona Abaryan
Partner
Ekimetrics
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2:40pm - 2:45pm
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CLOSING REMARKS & ADJOURN
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