2017 ANA Data & Measurement Conference Presented by Google

The importance of data, analytics and measurement within an organization cannot be understated. It is why we have witnessed the rise of data science teams with heavy investments in building infrastructure to capture consumer data to understand how to capitalize on it.  In this increasingly competitive marketplace, marketers must find ways to satisfy ever-demanding consumers by employing tools to help identify and predict their behavior and needs and to measure and optimize marketing effectiveness. Leveraging data and measurement is invaluable to remain relevant and drive growth.

Is your organization ready to compete? Are you set up for success? Join us at the 2017 ANA Data & Measurement Conference, presented by Google, where we will explore topics such as applying a measurement mindset, using data-driven insights to drive real-time results, assessing the right metrics to make smarter decisions, developing best-in-class analytics capabilities, and much more! Come learn, network, and get inspired.

The hashtag for this event is #ANAMetrics.

When
Begins:Wednesday, September 13, 2017 at 3:00pm
Ends:Friday, September 15, 2017 at 12:00pm
Where

The Ritz-Carlton, Naples
280 Vanderbilt Beach Road
Naples, FL 34108

The ANA has negotiated a special room rate of $255/night depending on room type. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Monday August 21, 2017, after which prevailing rates apply.

Registration Pricing
    ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
  Conference Registration $995 $995 $1,295 $1,395 $1,395

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $1,595 for up to two members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

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Agenda

Confirmed Speakers:

Aruna Paramasivam
Data Acquisition & Partnerships
L'Oréal


Wednesday, September 13, 2017
1:00pm  

Registration Opens

3:00pm  

Preconference Sessions

6:00pm  

Reception

7:00pm  

Opening Dinner  

Thursday, September 14, 2017
7:30am  

Breakfast

8:30am  

General Session

 

Opening Remarks

Bob Liodice

CEO

ANA

 

HYBRID CLOUD: ENABLING THE BORDERLESS ENTERPRISE

In order to reap the benefits from the hybrid cloud, enterprises must break down borders and silos internally and externally. In this session, learn how Johnson & Johnson is creating a truly unified computing infrastructure that allows for access across all clouds and multiple providers – in a seamless way.

Daniel Zelem

Chief Technology Officer

Johnson & Johnson

 

ANALYTICS & INSIGHTS: THE NEXT S-CURVE

The analytics & insights industry is in a state of transformation. We can leverage the power of technology, data and development of behavioral sciences in innovative ways to provide higher quality of insights to better meet consumer needs and confidence in measurement to deliver marketing that works to drive business and brand growth. This requires a transparent, open and agile operating model. The alternative is to let this opportunity go by with walls, lack of transparency and fragmented measures that create an environment of waste and doubt. In this session, Procter & Gamble will discuss their approach and what we can do as an industry to realize the promise of this opportunity.

Kirti Singh

Global Vice President CMK, Analytics & Insights

Procter & Gamble

10:40am  

Networking Coffee Break

11:00am  

General Session Cont.

 

NETFLIX: MEASURING DIGITAL ADVERTISING EFFECTIVELY

Digital advertising effectiveness measurement is very flawed. Netflix will share their experiences where they will explore the dark side of conversation optimization, some interim ideas for improvement, and the role in the long-term vision for effective marketing measurement.

Kathy O'Dowd

Director of Ad Tech, Ads Data Solutions

Netflix

 

BUILDING AN IN-HOUSE ANALYTICS TEAM

Analytics is a competitive advantage that can separate the winners from the also rans. However there is a difference between an analytics team that does interesting work and an analytics team that influences and drives significant business decisions. Building a successful analytics team requires not just good analytics work but also integration with business processes, education for decision makers, training for analysts & and a singular sense of purpose for the analytics team. In this session, Clorox will share its successes in building out an in-house analytics team that is respected both within and outside the company.

Ashish Joshi

Senior Director of Data, Analytics & Data Science

The Clorox Company

12:20pm  

Lunch

1:20pm  

General Session cont.

 

USING DATA-DRIVEN INSIGHTS TO RENDER RESULTS

The prevalence of data today is undeniable, but the real magic lies in the insights that make data actionable to render results. In this session, Brad Parscale discusses how data was leveraged to target and drive Republican voters during the 2016 presidential campaign and election. You will also learn how the evolving role of digital and the availability of real-time data and social response informed campaign decisions in ways unprecedented in previous elections.

Brad Parscale

President, Digital, Social, and Media Consultant

Giles-Parscale, Inc.

 

MODELED CONSUMER DATA: VALIDATING THE TARGETS

Modeled consumer data has become the new normal for scaling media target prospects beyond known customer records and many other applications in marketing and advertising.  This in-market study examines the variation in efficacy of modeled targeting across six DSPs that executed campaign lookalike targeting for AIG. 

Newcombe Clark

Global Director, Rapid Learning Lab

AIG

Gerard Broussard

Principal

Pre-Meditated Media

Stacey Schulman

EVP, Strategy, Analytics & Research, Katz Media Group

CRE Big Data Committee Lead

2:40pm  

Networking Coffee Break

3:05pm  

General Session cont.

 

HOW GOOGLE MEASURES GOOGLE

Too often we think tools and technologies are what it takes to gain that much needed competitive advantage. But time and time again, companies with the same capabilities separate into mainstream and leader cohorts. So what is the difference? The leaders have a different “mindset” — they have a growth mindset. This session will provide insights into how Google applies a growth mindset to measurement and optimization allowing them to achieve even greater levels of success.

Casey Carey

Director, Google Analytics & Platforms Marketing

Google

 

HILTON: DRIVING CHANGE MANAGEMENT FOR MARKETING ROI

Since 2013, Hilton has been changing its marketing strategy to become more portfolio-focused and to optimize spend. Hilton will share its approach to collecting and analyzing marketing data to optimize by channel, region, brand, and message, and how it assesses the right metrics to make creative and media decisions.

Deborah Heydel

Senior Director, Marketing Strategy & Performance

Hilton

6:00pm  

Reception

Friday, September 15, 2017
7:30am  

Breakfast  

8:30am  

General Session

 

AT&T: UNDERSTANDING THE RELATIVE EFFECTIVENESS OF TV BROADCAST, CABLE AND SPONSORSHIPS

With the continued erosion of TV ratings coupled with the increasing costs of reaching your target audience, it has never been more important to understand the relative performance of Broadcast, Cable and premium TV Sponsorships in driving sales for advertisers.  In this session, learn how AT&T measures the sales impact of TV at the network and property level and leverages these insights to optimize its TV plan.

Charlie Hinton

AVP, Marketing Insights & Analytics

AT&T

 

MULTI-TOUCH ATTRIBUTION: EFFECTIVELY MEASURING CONVERSION

There are multiple touchpoints along a consumer’s path to conversion and each touchpoint plays an invaluable role and can be credited to conversion. A model is not effective if it focuses solely on First Touch or Last Touch attribution. It may be more expedient to attribute credit to a single touchpoint, but not the most effective. In this session, SunTrust will share their experiences developing models to measure conversion.

Roger Ares

SVP, Marketing Analytics & Client Insights

SunTrust Banks

10:00am  

Networking Coffee Break  

10:20am  

General Session cont.

 

HAS OUR ABILITY TO GENERATE DATA OVERTAKEN OUR ABILITY TO ACT ON IT?

The rise of big data has been a huge step forward – and potentially back – for marketers.  We now have unprecedented scale and granularity of information about our potential consumers.  But even as we have more visibility into our marketing efforts, bad choices, bad actors and bad data have limited the potential returns.  There’s clearly a mismatch between our access to data and our ability to understand and leverage it successfully.  Are human beings just too unpredictable to predict? And how can Marketing create its own ‘great leap forward’ to keep pace with big data? Learn how Diageo is mining data to drive their business and how they are dealing with the “Big Data Deluge”.

Jason Chebib

Vice President, Consumer Planning

Diageo North America

 

IBM’S MARKETING TRANSFORMATION IN ONE CLICK

At IBM, their CMO asked “What is the ROI of marketing?” and challenged her team to enable over 5,000 marketers to form ROI-driven decisions. At the enterprise level, IBM’s CMO also wanted to make marketing investment trade-off decisions across a vast portfolio of businesses. How did they do this?  IBM integrated a dozen disconnected data sources across marketing, sales, finance, operations, and media into one foundation. IBM incorporated best-in-class analytics capabilities for their marketers in an ROI-based management system. All of this is available to their marketers at one place with one click. And best of all, it works!  In this session, learn IBM's approach to global marketing transformation using their Cognitive Management System.

Akesh Bhalla

Managing Consultant

IBM

12:00pm  

Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancellation. 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. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.

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