ANA Data & Analytics @ PG&E presented by Deloitte Digital

When
Begins:Wednesday, December 5, 2018 at 8:15am
Ends:Wednesday, December 5, 2018 at 3:00pm
Where

PG&E
245 Market Street
San Francisco, CA 94105

Registration Pricing
    Client-Side Marketer Marketing Solutions Provider Gold Marketing Solutions Provider Silver Associate Individual Nonmember
Registration
  REGISTRATION $0 $250 $350 N/A N/A

register now

Agenda
Wednesday, December 5, 2018
8:15am  

Breakfast

9:00am  

Opening Remarks

9:10am  

ADVERTISING ATTRIBUTION @ TECHSTYLE: ZOOMING OUT, ZOOMING IN AND CONNECTING THE DOTS…

TechStyle Fashion Group is a global fashion and lifestyle company and the parent company to JustFab, FabKids, ShoeDazzle, SavageXFenty and Fabletics. As a multi-brand retailer that operates on a subscription model, TechStyle faced challenges with attribution.  With increasing concerns about consumer data privacy leading to decreased advertiser transparency, it has become more and more difficult to build a robust attribution model that assigns credit to all the channels that contribute to acquiring a new customer. Danielle Ragan, Director, Media Measurement and Analytics explains how they instead spend time digging deep into every individual channel, anchoring back to the total, to understand what strategies are driving performance.

Danielle Ragan

Director, Media Operations and Strategy

TechStyle Fashion Group

10:00am  

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

10:50am  

Coffee Break

11:05am  

LEVERAGING PREDICTIVE DATA THROUGH THE ENTIRE AD PROCESS:

Artificial intelligence (AI) has made incredible advances in recent years; it can provide insights to influence creative briefs all the way to delivering predictive data to optimize SEM and SEO. Using Predictive AI, marketers are now able to not just look back at where discussions have been trending online but actually predict where they will be going. The AI powered technology can provide highly accurate predictions of conversations, offering more time to make creative based on future conversations and purchase relevant keywords before their prices rise. Hear from Heat, Mike Barrett will discuss how organizations can leverage AI and technology through the entire ad process.

Mike Barrett

President

Heat

11:55am  

HOW TO UNLOCK BUSINESS GROWTH WITH INCREMENTALITY MEASUREMENT

In partnership with industry leaders including Netflix, eBay, Airbnb and Booking.com, Facebook developed a whitepaper to provide an actionable POV to a broad audience on how to “Unlock Business Growth with Incrementality Measurement”. Incrementality measurement is designed to calculate a lift in ad performance by comparing differences in outcomes between a group of people shown an ad and a comparable control group that didn't see the ad. Using a test vs. control format, incrementality measurement allows advertisers to compare different variables in ad campaigns and determine effectiveness of each - ultimately helping inform marketing decisions and budgets.

Jesse Goranson

Director, Marketing

Facebook

12:45pm  

Lunch

1:55pm  

TBD

3:00pm  

Conference Adjourns

  • GES
  • gyro:
  • EMA