ANA/AEF Members Only Conference @ Yale School of Management

This event is over.
Begins:Tuesday, October 30, 2018 at 8:15am
Ends:Tuesday, October 30, 2018 at 5:00pm

Yale School of Management
Evans Hall
165 Whitney Ave
New Haven, CT 06511

Tuesday, October 30, 2018



General Session


Opening Remarks

Professor Ravi Dhar


Center for Customer Insights, Yale School of Management


“One for All” : Chobani’s Quest to Give Yogurt to Everyone in America

Over the last decade, Chobani has become the No. 1-selling Greek yogurt brand in America and has established itself as a value-based, mission driven brand that’s committed to “doing well by doing good.”  But when you lead the way, others will follow. In this session, Chobani’s Chief Commercial and Marketing Office Peter McGuinness will discuss the company’s dynamic 360° campaign to celebrate its 10-year anniversary and differentiate it from its competitors, and its innovative use of cutting-edge social media and data strategies.

Peter McGuinness

Chief Marketing Officer



“What's Going On? The Future of the Data-Driven Brand”

Smart marketers always wanted to give power to the people: CRM, marketing automation, data lakes, DMP, CDPs and closed ecosystems — all seemed like panaceas. Yet as data’s volume soars, marketers and agencies still struggle to build personalized experiences across channels. Meanwhile, consumers and regulators provide new requirements and constraints. What’s going on? In this session, Martin Kihn, former Gartner analyst and futurist-turned-SVP of Product Strategy at Salesforce, breaks down what the future of data means for marketers and for brands. He shows how leading brands already use integration, AI, dynamic content and a flexible brand “framework” to build more effective connections with their people.

Martin Kihn

Senior Vice President, Product Strategy, Marketing Cloud


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Networking Coffee Break


General Session Cont.


Advancing NBC’s Olympic Marketing Approach

While most Americans have grown up watching the Olympics, with the current fragmented media landscape and growing demand for personalization, the opportunity was ripe to reconsider our historical approach to promoting one of the world's largest sporting events, and engaging consumers in new ways to further their connection to this sports tradition.  

In this session, we will discuss how consumer insights set the foundation to transform our consumer engagement strategy for the planning and promotion of the 2018 Winter Olympics, and future Olympic games. We will examine the role data played in achieving scaled segmentation, and supporting an agile content engine to drive relevance by recognizing the differentiated values and behaviors of today's dynamic consumer.

Jennifer Storms

Chief Marketing Officer

NBC Sports

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General Session Cont.


Pushing the Data Envelope & the Quest to Know Everyone on Earth

In this session, we will talk about how data is now a driving force in determining what marketing is used in both the digital and brand sides of marketing. We’ll talk through some tests that we've done, but more interestingly where data is promising and where it falls short. We’ll also touch on personalization (the Quest to Know Everyone on Earth), where it is, and where it's going.

Ben Harrell

Chief Marketing Officer

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By attending this session, attendees will be better prepared to:

  • Determine the importance of a strong company foundation.
  • Identify best practices for using data to retain current customers while aiming for new ones.
  • Recognize that going global means having a global framework and the importance to modify for local needs.
  • Describe the single biggest ingredient for success.

Carissa Ganelli

Chief Digital Officer



Brand Building in the Digital Age

At AB-InBev, the world’s largest brewer, innovation and reinvention plays a critical role in staying on top of global trends and meeting the fast-changing demands of the global beer consumer. In his talk, Jorn Socquet, Global Vice President of Strategic Priorities at AB-InBev will discuss AB-InBev’s approach to innovation and brand positioning in the digital age.

Jorn Socquet

Global Vice President, Strategic Priorities


  • GES
  • gyro:
  • EMA