ANA Data & Analytics (Members Only Conference)

This event is over.
When
Begins:Thursday, April 27, 2017 at 8:15am
Ends:Thursday, April 27, 2017 at 2:45pm
Where

Memphis Cook Convention Center/ Cannon Center for the Performing Arts
Sultana Room
255 North Main Street
Memphis, TN 38103

** The venue for this event has recently changed**

Memphis Cook Convention Center/ Cannon Center for the Performing Arts

Enter through the South Hall Entrance Doors. Take elevator to M level. Exit M level. Look for signs to Sultana which is where the ANA event will take place.

Agenda
Thursday, April 27, 2017
8:15am  

Breakfast

9:15am  

General Session

 

SCIENCE BEHIND TODAY’S MARKETING DECISIONS

USAA, a Texas based diversified financial service provider serving US Military, has evolved marketing decision practices significantly over the last decade to ensure that data is leveraged in all aspects of marketing.  These data driven decisions led USAA to experience significant growth while improving efficiency with marketing resources.  Over time, the use of data has evolved the culture of the entire marketing organization leading to high demand of advanced tools and insights.  The focus of this session will be on capabilities for decision making including a culture of test & learn, leveraging marketing mix models and mixed attribution methods, and sales analytics.  These capabilities inform how USAA leverages marketing and what quantifies success.

Christina Holleman

AVP, Insight Delivery

USAA

 

HILTON: DRIVING CHANGE MANAGEMENT FOR MARKETING ROI

In this session, Deborah Heydel, Senior Director, Marketing Strategy & Performance - Hilton Worldwide will share Hilton's approach to collecting and analyzing marketing data to optimize by channel, region, brand and message.  Attendees will also learn how they assess the right metrics to make creative and media decisions.

Deborah Heydel

Senior Director, Marketing Strategy & Performance

Hilton

10:55am  

Networking Coffee Break

11:20am  

General Session (cont.)

 

THE STORY OF AN AUDIENCE: USING DATA TO LISTEN & DELIVER

“Most of the successful people I’ve known are the ones who do more listening than talking.” - Bernard M. Baruch
Marketers love to talk to buyers about products, solutions and brands. However, before talking to the market, it is important to first listen and learn. Jon Meketansky of IBM's Analytics & Data team in Performance, Programmatic & Digital Marketing will discuss how IBM has learned to listen to individuals, companies and markets and convert the knowledge acquired into data-driven, buyer-centric and outcomes-focused marketing & digital strategies. He will discuss how IBM is instrumenting experiences to capture data, leverage predictive analytics to optimize decisions and enabling automation to drive execution.

Jon Meketansky

Manager, Client Information Strategy

IBM Performance Marketing

12:00pm  

Luncheon

1:00pm  

General Session (cont.)

 

JOHN HANCOCK: IMPROVING THE CUSTOMER EXPERIENCE THROUGH PERSONALIZED (IoT enabled) MARKETING

Today's customer is connected, social, experiential and is hurried. John Hancock's mission to protect the health and wealth of its customers took a new turn with the introduction of its flagship program Vitality. In this session, learn how John Hancock's Marketing and Advanced Analytics teams collaborate to improve customer stickiness (through personalization).

Vishwa Kolla

AVP, Head of Advanced Analytics

John Hancock Insurance

 

E-COMMERCE: FACTS AND IMPLICATIONS FOR MARKETERS

The ANA has recently released new research on how the overall ANA community is conducting e-commerce initiatives. New research by the ANA has found that more than 80 percent of our members will have e-commerce initiatives in place over the next two years. In this session, attendees will hear findings from the ANA e-commerce survey as well as its implications for advertisers moving forward.

Christopher Scirocco

Director, Conferences and Committees

ANA

2:45pm  

Conference Adjournment

  • EMA
  • gyro: