2018 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, and heavy investments in building infrastructure to capture consumer data and 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 to measure and optimize marketing effectiveness. Leveraging data is invaluable to remain relevant and drive growth. 

Join us at the 2018 ANA Data & Measurement Conference Presented by Google, where we will explore topics such as managing data, cross-platform measurement and attribution, AI, predictive analytics, neuroscience marketing, and much more.

Host:
Greg Pharo
Director, Media Analytics
The Coca-Cola Company
ANA Data & Measurement Committee Chair

 

When
Begins:Wednesday, September 12, 2018 at 4:00pm
Ends:Friday, September 14, 2018 at 12:30pm
Where

The Ritz-Carlton, Orlando Grande Lakes
4040 Central Florida Parkway
Orlando, FL 32819

The ANA has negotiated a special room rate of $216/night. 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 Wednesday, August 29, 2018, after which prevailing rates apply.

Registration Pricing
    Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration
  REGISTRATION $1,045 $1,045 $1,360 $1,465 $1,465

ANA Members & Marketing Service Provider Gold Members may take advantage of special corporate pricing of $1,675 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 a Marketing Service Provider member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to this page.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.

Register Now

Agenda
Wednesday, September 12, 2018
3:00pm  

Registration Opens

Plaza Registration Desk

4:00pm  

Kickoff Sessions

Ritz Carlton Ballroom 1-6

 

GENERAL MOTORS: LEVERAGING DATA TO DRIVE NEW REVENUE STREAMS

GM has a sizable competitive advantage in its drive to create new revenue streams for the enterprise by leveraging data. GM has more than 9 million vehicles connected using built-in 4G LTE WiFi. These vehicles produce massive amounts of data about vehicle performance (e.g., tire pressure, gas consumption, radio usage, and seat belt clicks) and driver behavior (e.g., speed, hard braking, and location). In this session, you will learn how GM is leveraging vehicle data to help solve age old industry problems and support sustainable communities.

Saejin Park

Director, Global Digital Transformation

General Motors

4:40pm  

SESSION DETAILS TBA

Foursquare

5:20pm  

TAKING YOUR ANALYTICS TO THE NEXT LEVEL: HOW TO DRIVE BETTER MEASUREMENT RESULTS

Is your brand generating maximum benefit from its measurement plan? Are you feeling pressure to more clearly demonstrate marketing’s impact on revenue? Do you even have a plan? This session – created by the ANA Data Analytics Center (DAC) – will offer practical insights on how analytics are having an impact at that iconic brand. Come learn how to build your measurement foundation, become a more analytics oriented organization, manage the data deluge, improve attribution, and much more.

Damian Fernandez-Lamela

Vice President, Global Analytics

Fossil Group

Marc Vermut

Vice President, Market Strategy

Neustar

6:30pm  

Reception  

Da Vinci Lawn & Terrace

7:30pm  

Dinner  

Ritz Carlton Ballroom 1-6

Thursday, September 13, 2018
7:30am  

Breakfast  

Ritz Carlton Ballroom 1-6

8:30am  

General Sessions

Tuscany Ballroom

 

OPENING REMARKS

8:55am  

WELCOME

Greg Pharo

Director, Media Analytics

The Coca-Cola Company

9:10am  

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

Chief Analytics & Insights Officer

Procter & Gamble

9:50am  

PEARLE VISION: DATA DOESN’T MAKE DECISIONS, PEOPLE MAKE DECISIONS!

In this era of “big data” and with big players rapidly commoditizing the optical retail category conversation, learn how Doug was able to lead the revival of the iconic brand Pearle Vision, balancing the art and science of a data driven approach to marketing and help drive top and bottom line growth, reducing reliance on promotion and propel this brand to the #1 quality of care status within the optical retail category.

Doug Zarkin

Vice President & CMO

Pearle Vision

10:40am  

Networking Coffee Break  

Tuscany Foyer and Terrace

11:10am  

General Session Cont.

Tuscany Ballroom

 

PERSONALIZED MARKETING: A MARRIAGE OF DATA AND HUMAN COMPASSION

Marketers have never had more access to data and analytics to drive creation of compelling stories and elevate their brands. However, data is just one part of a successful marketing approach. By marrying compelling data and dynamic creative with empathy and compassion – the uniquely human elements that tie the two together – marketers can create the best recipe to bring a high-impact marketing campaign to life. In this session, Aditi will share Northwestern Mutual’s unique approach to brand-building and how it has reframed consumers’ idea of financial planning for the future by helping them feel empowered.

Aditi Gokhale

Chief Marketing Officer

Northwestern Mutual

11:50am  

IF YOU DON’T MAKE THE MOST OF YOUR DATA, YOU DON’T KNOW YOUR CONSUMER AS WELL AS YOU SHOULD

A transformative data strategy - one that is not siloed by team or ecosystem - can enable marketers to drive incredible creative thinking by harnessing the full potential of data. In this session, Simon Lowden, PepsiCo’s Global President Snacks and CMO, Shyam Venugopal, PepsiCo’s VP of Consumer Data and Strategy, and Dalia Tarabay, Google’s Global Business Lead will share how the two companies are partnering to leverage data to enable placing the consumer at the center of business decision-making and reap positive results.

Simon Lowden

Global President Snacks and Chief Marketing Officer

PepsiCo

Shyam Venugopal

Vice President of Consumer Data and Strategy

PepsiCo

Dalia Tarabay

Global Business Lead

Google

12:30pm  

Lunch  

Ritz Carlton Ballroom 1-6

2:00pm  

General Session (con't.)

Tuscany Ballroom

2:05pm  

GENIUS AWARDS ANNOUNCEMENT

Julie Fleischer

Vice President, Marketing Solutions

Neustar

2:15pm  

PELOTON: THE TECH FITNESS STARTUP THAT’S RIDING ON DATA

Founded in 2012, Peloton has quickly created a world-class indoor cycling experience with a cult-like following that can all be experienced from the privacy and comfort of your home.  Since selling its first internet-connected bike, the company has grown more than 200 percent year over year and continues to expand into new markets (like the UK and Canada) and with new product developments.  In this session, SVP of performance marketing Graham Stanton will share how Peloton is leveraging data and technology to create engagement, build community and optimize user experience.

Graham Stanton

Co-Founder and Senior Vice President, Performance Marketing

Peloton

2:55pm  

Networking Coffee Break  

Tuscany Foyer and Terrace

3:20pm  

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, Global Data, Analytics and Data Science

The Clorox Company

4:00pm  

IMPROVING SPONSORSHIP ACCOUNTABILITY METRICS

Sponsorship has become an increasingly important component of the marketing communications mix, with growth outpacing traditional advertising. North American sponsorship spending is expected to exceed $24 billion in 2018, per ESP Properties. Yet measurement of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board (MASB) are partnering on a project to provide greater insight and guidance into sponsorship measurement. This session will share initial project findings, including results of a recent ANA member survey and insights for improved sponsorship measurement.

Tony Pace (@cerebrlgraffiti)

President/Chief Executive Officer

MASB

6:00pm  

Reception  

 

Dinner on your own

Friday, September 14, 2018
7:30am  

Breakfast  

MEET THE INFLUENCERS: THE AFFLUENT INFLUENCERS DRIVING CATEGORIES AND FUELING BRAND GROWTH

Every marketer understands the promise and the potential power of influencers – in today’s complex and challenging marketing world, the idea of influential consumers who can amplify and mobilize a brand’s message is understandably desirable. But in contrast to flashy and famous Instagrammers and Vloggers paid to promote your brand, we have identified a group of consumers with authentic interest in categories and whose engagement, experience and spending habits gives them disproportionate influence with their networks.

Michael Baer

SVP, Head of Ipsos Affluent Intelligence

Ipsos Connect

Ritz Carlton Ballroom 1-6

8:30am  

General Sessions

Tuscany Ballroom

 

OPENING REMARKS

Greg Pharo

Director, Media Analytics

The Coca-Cola Company

8:40am  

KELLOGG’S – LEVERAGING DATA AND A ROBUST DATA-DRIVEN ECOSYSTEM TO IMPROVE ROI

Chris Osner-Hackett is an industry veteran with 20+ years of experience driving brand growth through innovative, data-driven media solutions. In his current role, Chris oversees Kellogg’s marketing operations team responsible for data-driven strategies, strategic partnerships and enterprise solutions.  In this session, Chris will discuss how Kellogg’s leverages data and a robust data-driven ecosystem to improve ROI for their brands.

Chris Osner-Hackett (@Cosner_Hackett)

Senior Director, Global Marketing Operations

Kellogg’s

9:20am  

NASCAR: CHAMPIONING INSIGHTS TO CHANGE MARKETING IN AN EVOLVING CONSUMER LANDSCAPE

Today’s sports fan is changing at lightning speed. Adapting to the new fan isn’t an option, it’s mandatory. Employing proprietary tools such as a Fan Council and its Fan & Media Engagement Center - a "command center" for tracking social media activity and translating it into actionable insights - NASCAR has garnered widespread adoption of cross-consumption reporting and analysis in order to reach current and potential consumers where and how they consume media. In doing so, a new Insights team was created, merging broadcast, digital, social, sponsorship & traditional research roles. The results have changed the role of marketing within NASCAR and the dynamic with their partners. In this session, Norris Scott, VP, Analytics & Insights at NASCAR, will share how delivering best-in-class research and insights allows the company to better serve its entire ecosystem, including fans, teams, tracks and partners He will also share some of his personal journey from the commercial side of business to data, learnings, and perspective on the merging of these core departments into a single, holistic team that’s led to a new marketing strategy based on insights.

Norris Scott

Vice President, Analytics and Insights

NASCAR

10:00am  

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

Senior Vice President, Marketing Analytics and Client Insights

SunTrust Bank

10:40am  

Networking Coffee Break  

Tuscany Foyer and Terrace

11:00am  

General Session (con't.)

Tuscany Ballroom

 

ENABLING TRANSFORMATION WITH ANALYTICS: CREATING THE RIGHT ROADMAP FOR YOUR ORGANIZATION

That analytics is at the center of innovation efforts for most organizations is accepted as common practice. Yet many organizations struggle with how to enable their staff. Almost four years ago, the Ann & Robert H. Lurie Children’s Hospital of Chicago developed an analytics roadmap that would direct investments to carry them through their next transformation (reduction of care variability, value-based purchasing, predictive analytics and precision medicine, among other goals).  In this session, Jenifer Cartland, PhD, Vice President, Data Analytics and Reporting will outline the roadmap planning process (what it took to come to agreement on their vision), (2) identify key decisions in the implementation process (including ideas they rejected and why), (3) how they are expanding data literacy among leadership, staff and physicians and (4) show how they renew the roadmap each year. The presentation will equip audience members with the tools they need to guide the development of their own analytic roadmap.

Jenifer Cartland, PhD

VP, Data Analytics and Reporting | Director, Child Health Data Lab

Ann & Robert H. Lurie Children's Hospital of Chicago

11:40am  

TBD

Bradley Lemons

Senior Vice President, Enterprise Analytics

Nationwide

Tuscany Ballroom

12:20pm  

Conference Ends


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 full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted, if written request for cancellation is received by email 45 or more calendar days before the conference start date.
  • No refund will be granted, if written request for cancellation is received by email 21 or less calendar days before the conference start date.
  • No refund will be granted 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration for any registrant who is not a client-side marketer member.
  • Hotel room cancellations and changes must be made directly with the hotel. 

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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