Data & Analytics Half Day Conference with Bain & Company

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The onus on CMOs and senior marketers to lean into their data and leverage their MarTech stacks to propel the business forward is paramount. Understanding and applying AI, data and marketing technology is critical to driving growth. With data and analytics experts from the leading research organizations and consumer brands, hear how organizations across the advertising and marketing ecosystem are leveraging the most-timely data and consumer research in the practice of attribution, visualization, predictive analytics, ROI and more in the data privacy and COVID-19 era.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, October 29, 2020
11:00am - 11:05am	Welcome Remarks Mark Kaline Senior Vice President, Data and Analytics Practice ANA
11:05am - 11:41am	MARKETING IN TURBULENT TIMES A conversation with Avinash Kaushik, author of two best-selling books: Web Analytics 2.0 and Web Analytics: An Hour A Day. Even as we prepare for this session, it seems a decade’s worth of chaos has been compressed into six short months – or, as some suggest, “Tuesday”. And it seems the only certainty between now and our panel in late October, just days from the election, will be more of the same. Without past patterns to rely on, our models are broken. Controls for tests are driven with factors we don’t typically think about. Consumers’ abilities to answer research questions thoughtfully have been foreshortened by uncertainty and anxiety. How have we, as marketers, been navigating this? How should we? Reflecting on a variety of experiences from this year, we’ll consider these questions from creative, analytic, and organizational perspectives. Host:Cesar Brea Partner Bain & Company Avinash Kaushik (@avinash) The Digital Marketing Evangelist Google View Event Recap
11:41am - 12:22pm	ANALYTICS IN AN AGE OF UNCERTAINTY Having shown its ability to pivot based on the needs of the national consciousness – going from producing vehicles to producing medical products – Ford Motor Company is a testament to how companies must adapt to changing times. What are the lessons learned since that pivot? Agility. Creativity. Business Acumen. Learn how Ford’s “One Piece at a Time” approach to Marketing Analytics has served them well during the COVID-19 pandemic. And, more importantly how the Analytics Team integrates with the Marketing Team to benefit the Ford Motor Company. This session will provide key intelligence on creating a predictive data and analytics strategy based on historical adaptability around those three critical points. Michael Macri Manager, Marketing Sciences Ford Motor Company View Event Recap
12:22pm - 12:59pm	IMPLEMENTING A DATA PRIVACY RESILIENT, CROSS CHANNEL IMPACT MEASUREMENT SOLUTION In this presentation, we will present the challenges of, and solutions for, implementing a cross-channel media impact measurement software system in the age of rapid and disruptive changes in data sharing policy. The media data ecosystem continues to be in perpetual flux. Media exposure data varies in availability of data granularity, as well as variation in the quality and availability of identification of consumers exposure. Moreover, changes to data availability occur with little announcement. In response to these challenges, we talk about how to achieve continuity in cross-media impact measurement with resilient cutting edge science. Then we will look at the specific case of an off-shore (Telco) business that also faces legal restrictions on the transfer and processing of their domestic consumer data and explain how we overcame the obstacles. Dr. Michael Cohen Chief Data and Technology Officer Marketing Evolution Melissa Hopkins CMO Optus View Event Recap
12:59pm - 1:35pm	HOW TO OPTIMIZE RETURN ON INVESTMENT FOR ANALYTICS PROJECTS Success in our rapidly growing digital economy hinges on data. It’s the key to creating greater efficiencies, product innovations and customer services. It can inform entire new business models. So, it’s no surprise that with digital transformation at the top of the corporate agenda, organizations are making significant investments in data, analytics and AI to uncover new insights that can give them the competitive edge. Despite the high investment, however, returns can disappoint. In a recent Big Data Executive survey from NewVantage Partners, 73 percent of Fortune 1000 executives reported measurable results from their investments, but only 24 percent acknowledge that the results have been transformative and innovative. Leo Kluger Principal Data Scientist IBM View Event Recap
1:35pm - 2:01pm	MAKING DATA VISUALIZATION A PART OF YOUR CONTENT STRATEGY Data visualization is a prominent discipline in the world of analytics when it comes to storytelling and data discovery. However, content creators are still slow to use this as a part of their strategy to build new ways of engaging with their audiences. Learn how Condé Nast’s Analytics team continues to innovate for the evolving needs and behaviors of its audiences by launching highly effective data visualization products. Oliver Gomes Executive Director, Data Intelligence Condé Nast
2:01pm - 2:06pm	Closing Remarks

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.