The ANA and Neustar Present: The 2020 Genius Award Winners

Mark Kaline

Senior Vice President, Data and Analytics Practice ANA

UNLOCK THE AGILE FRAMEWORK THAT WILL TRANSFORM YOUR MARKETING

Never has it been a more critical — or challenging — time for marketers. From knowing how to thrive in our evolving marketing ecosystem to navigating the pandemic’s business impact, there is so much at stake. 

It’s no wonder that an increasing number of marketers are turning to agile marketing methods to support their business goals.

The 2020 ANA Genius Award winners all had one thing in common: they showed demonstrable excellence in the use of marketing data and analytics to make smarter, growth-driving business decisions. But to succeed with any data-driven approach, you much have the right organizational alignment and processes in place to move nimbly. Join Neustar VP, Marketing Solutions, Marc Vermut to learn about how to build an agile, analytics framework that will help you and your business to move forward, with confidence, and thrive. 

Marc Vermut

Vice President, Marketing Solutions Neustar

TESTING THE TRIED AND TRUE TO STAY RELEVANT WITH YOUR PROJECTS

How do we separate what we know from what we only think we know? This is the question at the heart of all marketing decisions, and one that Longwood Gardens set out to explore as they revamped their membership program and restarted acquisition campaigns. Through testing, they set out to understand if direct mail was dead, if it is relevant to millennials and gen Xers, if social media and display advertising can replace direct mail, and other questions held true for many marketers.

Over the course of several years, Longwood Gardens and Elliott Marketing utilized the acquisition campaign to test these and other scenarios. Some answers reaffirmed long-held understandings, but there were some surprises. The findings have allowed Longwood to be more efficient and targeted in their campaigns, and, overall, have a more successful acquisition.

“Winner for Marketing Analytics Storytelling:  Longwood Gardens”

Nick D’Addezio

Director, Marketing Longwood Gardens

HOW MACHINE LEARNING IS TRANSFORMING MARKETING. THE SCIENCE BEHIND PERSUASION

Marketing isn’t just any more about predicting who’s more likely to buy a product, it’s about identifying which customers are more likely to be persuaded by advertising. Traditional response models often target shoppers that would have bought a product anyways. Uplift modeling focuses on maximizing incremental sales by only targeting those customers that have a high likelihood of making a purchase if they receive an offer. This session will cover how Sam’s Club leverages this highly effective machine learning technique, their measurement solutions, how to develop a culture of experimentation and what it takes to become a data and analytics driven organization.

“Winner for Marketing Analytics Adoption: Sam’s Club”

Markus Dmytrzak

Senior Director, Advanced Analytics and Decision Sciences Sam’s Club

USING ARTIFICAL INTELLIGENCE TO IDENTIFY FASHION TRENDS TO DRIVE PRODUCT DESIGN AND MARKETING

Fossil Group’s global analytics team was tasked to identify ways to listen closely to their customers in key markets around the world and be more in-tuned with their choices and preferences. The goal was to identify untapped opportunities in the traditional watch space while reducing unnecessary costs associated with new product development.

In this session, Fossil Group will showcase their journey on how they developed an advanced analytics framework supported by Artificial Intelligence and Machine Learning to infuse consumer insights into their product development process. These efforts were supplemented by validating the trends using their existing agile customer intelligence crowdsourcing platform and in-market tests.  

“Winner for Marketing Analytics Innovation: Fossil Group”

Deepa Iyer

Head of Market Research and Data Science Fossil Group

TURNING CUSTOMER PAIN POINTS INTO A BILLION DOLLAR WIN WITH ADVANCED ANALYTICS

In 2017 the Zillow Group was at a strategic crossroads and needed to identify new opportunities to keep meeting growing customer expectations for on-demand online-driven experiences. Leadership recognized that Zillow needed to evolve past a “search and find” online home site. By shifting from a product mindset, focused on housing data, to a customer mindset, focused on home buyers and sellers and their biggest challenges, the brand came up with the idea for Zillow Offers, a program that allows customers to sell their homes directly to Zillow.

Zillow’s Marketing Analytics and Insights teams undertook a multi-faceted approach to support the ideation, launch and growth of this new business. In-depth research and analysis uncovered the biggest pain points of the home buying and selling process and estimated the size of the opportunity. Creating better customer specific and individual home data improved the analytics. In this session, you’ll see how a series of cutting-edge analytical exercises informed the 2019 Marketing plan and drove outstanding results. 

“Winner for Marketing Analytics Growth: Zillow”

Forrest Dougan

Senior Data Scientist Zillow

Mark Kaline

Senior Vice President, Data and Analytics Practice ANA