Members Only Conference on Integrated Marketing @ Georgia Tech’s Scheller School of Business

Begins:Tuesday, May 8, 2018 at 8:15am
Ends:Tuesday, May 8, 2018 at 3:00pm

Georgia Tech’s Scheller School of Business
800 West Peachtree Street NW
Atlanta, GA 30308

Registration Pricing
    ANA Associate Gold Associate Silver Associate Individual Non Member
  Members Only Conference $0 $250 $350 N/A N/A

register now

Tuesday, May 8, 2018

Media Optimization 4.0: New and improved tools and techniques

The ever-evolving world of marketing spend optimization has changed dramatically in the last five years. Legacy approaches such as market mix modelling aren’t the only games in town; new approaches such as multitouch attribution and rapid read analytics offer decision-makers with more opportunities than ever before. Which techniques should you consider for your organization? How can these tools work together for an ensemble approach to marketing optimization? And how do they address a company’s needs in a fast-moving digital-first media environment? Greg Pharo, Coca-Cola’s global director of media analytics and   chair of the ANA’s Data & Measurement Committee, will discuss how leading marketers are leveraging analytical techniques from artificial intelligence to behavioral economics to enhance marketing optimization.

Greg Pharo

Director, Media Analytics

The Coca-Cola Company


PR and the Power of Partnerships

As the marketing ecosystem becomes more fragmented, PR and communications are becoming even more important to the mix. Traditional PR has expanded to encompass many additional strategies including influencers and partnerships that are now a requirement to cut through the clutter. IHG has harnessed the power of PR and strategic partnerships to help its brands connect with key audiences as part of  larger integrated marketing efforts. Today, Gayle will share some examples of how IHG brand communications has created strategic programming for its brands by leveraging partnerships with companies like ASOS, Scholastic and Timo Weiland.

Gayle Weiss

Director, Brand Communications

The Americas

Candace Mitchell


Techturized Inc.

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