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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.