2018 ANA Data & Measurement Conference Presented by Google

This event is over.

Presentation recaps and slides that we have been given permission to post are available below.

The importance of data, analytics and measurement within an organization cannot be understated. It is why we have witnessed the rise of data science teams, and heavy investments in building infrastructure to capture consumer data and to understand how to capitalize on it. In this increasingly competitive marketplace, marketers must find ways to satisfy ever-demanding consumers by employing tools to help identify and predict their behavior and to measure and optimize marketing effectiveness. Leveraging data is invaluable to remain relevant and drive growth. 

Join us at the 2018 ANA Data & Measurement Conference Presented by Google, where we will explore topics such as managing data, cross-platform measurement and attribution, AI, predictive analytics, neuroscience marketing, and much more.

Host:
Greg Pharo
Director, Media Analytics
The Coca-Cola Company
ANA Data & Measurement Committee Chair

 

When
Begins:Wednesday, September 12, 2018 at 4:00pm
Ends:Friday, September 14, 2018 at 12:30pm
Where

The Ritz-Carlton, Orlando Grande Lakes
4012 Central Florida Parkway
Orlando, FL 32837

The Ritz-Carlton Orlando Grande Lakes and JW Marriott are SOLD OUT. The ANA has negotiated a special room rate of $177/night at our overflow hotel, the Renaissance Orlando at SeaWorld. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Wednesday, August 29, 2018, after which prevailing rates apply.

Agenda
Wednesday, September 12, 2018
3:00pm  

Registration Opens

Plaza Registration Desk

4:00pm  

Kickoff Sessions

Ritz Carlton Ballroom 1-6

 

GENERAL MOTORS: LEVERAGING DATA TO DRIVE NEW REVENUE STREAMS

GM has a sizable competitive advantage in its drive to create new revenue streams for the enterprise by leveraging data. GM has more than 9 million vehicles connected using built-in 4G LTE WiFi. These vehicles produce massive amounts of data about vehicle performance (e.g., tire pressure, gas consumption, radio usage, and seat belt clicks) and driver behavior (e.g., speed, hard braking, and location). In this session, you will learn how GM is leveraging vehicle data to help solve age old industry problems and support sustainable communities.

Saejin Park

Director, Global Digital Transformation

General Motors

4:40pm  

FOURSQUARE ON LOCATION WITH OFFICE DEPOT: LEADING TECH CHANGE TO MASTER MEASUREMENT

Brands are challenged by today’s consumers to deliver relevant, contextual content in real time. To do so, marketers and analytics leaders must embrace risk, change, and innovation, consider bold partnerships, and pursue investments in tech platforms. In this session, Darren Zap and Ashley Freeman from Office Depot will join Gayle Fuguitt, Chief of Customer Insights + Innovation at Foursquare, to share their story of forging a collaborative partnership that is translating today’s technology solutions to drive speed for sales and consumer loyalty.   

Gayle Fuguitt

Chief of Customer Insights + Innovation

Foursquare

Darren Zap

Sr. Program Manager I

Office Depot

Ashley Freeman

Sr. Program Manager II

Office Depot

View Event Recap and Related Materials
5:20pm  

TAKING YOUR ANALYTICS TO THE NEXT LEVEL: HOW TO DRIVE BETTER MEASUREMENT RESULTS

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.

Damian Fernandez-Lamela

Vice President, Global Analytics

Fossil Group

Marc Vermut (@mvermut)

Vice President, Market Strategy

Neustar

View Event Recap and Related Materials
6:30pm  

Data & Drinks  

Ritz Carlton Ballroom Foyer

7:30pm  

Dinner  

DON'T LET DATA DECEIVE YOU

Marketing has become very dependent on data. Every day, data is used to make lots of judgments, particularly on how well campaigns are performing. And many of the judgments are made quickly since what the data is showing seems so obvious.

In this fun and engaging talk, hear how data can be deceiving. At times, what may seem obvious may not be. You will learn to think twice before coming to quick conclusions. And your marketing campaigns will benefit from that.

Alon Amit

VP of Product and Co-Founder

Origami Logic

Ritz Carlton Ballroom 1-6

Thursday, September 13, 2018
7:30am  

Breakfast  

AD TARGETING IN THE AGE OF PRIVACY

Evolving global privacy standards – like GDPR – have had a considerable impact on marketers’ campaign targeting strategies this year. But while regulations have created new challenges for the industry, advertisers and agencies are looking to a familiar friend to accomplish their goals. Through contextual targeting, a tried-and-true approach for identifying quality ad inventory, marketers are continuing to achieve impactful, brand-safe and compliant ad delivery in this new age.

In this session, hear Aaron Fetters, comScore EVP of Marketing Solutions, and Robert Font, Director, Digital Communication, Subaru will share insights into the ways marketers are navigating this new landscape to reach the right audience with the right message in 2018 and beyond.

Aaron Fetters

Executive Vice President, comScore Marketing Solutions

comScore

Robert Font

Director, Digital Communication

Subaru

Ritz Carlton Ballroom 1-6

8:30am  

General Sessions

Tuscany Ballroom

 

WELCOME

Jed Meyer

Director, Brand Measurement

Google

8:33am  
8:55am  

KICK-OFF REMARKS

Greg Pharo

Director, Media Analytics

The Coca-Cola Company

9:10am  

ANALYTICS & INSIGHTS: THE NEXT S-CURVE

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.

Kirti Singh (@kirtivs19)

Chief Analytics & Insights Officer

Procter & Gamble

View Event Recap and Related Materials
9:50am  

PEARLE VISION: DATA DOESN’T MAKE DECISIONS, PEOPLE MAKE DECISIONS!

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.

Doug Zarkin (@DougZarkin)

Vice President & CMO

Pearle Vision

View Event Recap and Related Materials
10:30am  

Networking Coffee Break  

Tuscany Foyer and Terrace

11:00am  

General Session Cont.

Tuscany Ballroom

11:10am  

PERSONALIZED MARKETING: A MARRIAGE OF DATA AND HUMAN COMPASSION

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.

Aditi Gokhale (@AditiGokhale)

Chief Marketing Officer

Northwestern Mutual

View Event Recap
11:40am  

LEVERAGING DATA TO DRIVE BUSINESS GROWTH

An effective data strategy - one that is not siloed by team or channel - is what powers great consumer experiences and differentiates brands.  In this session, Marta Martinez, Director of Google Media Platforms, will explore how brands and agencies can unify data around the customer to place audiences at the center of their marketing strategy and reap positive results. 

Marta Martinez

Director of Google Media Platforms

Google

View Video
12:20pm  

Lunch  

Ritz Carlton Ballroom 1-6

2:00pm  

General Session (con't.)

Tuscany Ballroom

2:05pm  

GENIUS AWARDS ANNOUNCEMENT

Julie Fleischer

Vice President, Marketing Solutions

Neustar

2:15pm  

PELOTON: THE TECH FITNESS STARTUP THAT’S RIDING ON DATA

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, co-founder Graham Stanton will share how Peloton is leveraging data and technology to create engagement, build community and optimize user experience.

Graham Stanton

Co-Founder

Peloton

View Event Recap and Related Materials
2:55pm  

Networking Coffee Break  

Tuscany Foyer and Terrace

3:20pm  

General Session (con't.)

Tuscany Ballroom

 

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

View Event Recap and Related Materials
4:00pm  

IMPROVING SPONSORSHIP ACCOUNTABILITY METRICS

Sponsorship has become an increasingly important component of the marketing communications mix, with growth outpacing traditional advertising. North American sponsorship spending is expected to exceed $24 billion in 2018, per ESP Properties. Yet measurement of sponsorship continues to be difficult. ANA and the Marketing Accountability Standards Board (MASB) are partnering on a project to provide greater insight and guidance into sponsorship measurement. This session will share initial project findings, including results of a recent ANA member survey and insights for improved sponsorship measurement.

Tony Pace (@cerebrlgraffiti)

President/Chief Executive Officer

MASB

View Event Recap and Related Materials
6:00pm  

Welcome to TiVo-ritaville!  

Da Vinci Lawn & Terrace

 

Dinner on your own

Friday, September 14, 2018
7:30am  

Breakfast  

'AUTHENTIC' INFLUENCE: THE INTRINSIC POWER OF AFFLUENT INFLUENCERS

Every marketer understands the promise, and the potential power, of leveraging influencers to amplify and mobilize a brand’s message. But in contrast to flashy and famous celebrity endorsers paid to promote your brand, there's a group of consumers with authentic interest in categories and whose engagement, experience and spending gives them disproportionate influence within their networks.

Michael Baer

SVP, Head of Ipsos Affluent Intelligence

Ipsos Connect

Ritz Carlton Ballroom 1-6

8:30am  

General Sessions

Tuscany Ballroom

 

OPENING REMARKS

Greg Pharo

Director, Media Analytics

The Coca-Cola Company

8:40am  

KELLOGG’S – LEVERAGING DATA AND A ROBUST DATA-DRIVEN ECOSYSTEM TO IMPROVE ROI

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.

Chris Osner-Hackett (@Cosner_Hackett)

Senior Director, Global Marketing Operations

Kellogg’s

View Event Recap and Related Materials
9:20am  

NASCAR: CHAMPIONING INSIGHTS TO CHANGE MARKETING IN AN EVOLVING CONSUMER LANDSCAPE

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.

Norris Scott (@NorrisScott1)

Vice President, Analytics and Insights

NASCAR

View Event Recap and Related Materials
10:00am  

MULTI-TOUCH ATTRIBUTION: EFFECTIVELY MEASURING CONVERSION

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.

Roger Ares

Senior Vice President, Marketing Analytics and Client Insights

SunTrust Bank

View Event Recap and Related Materials
10:40am  

Networking Coffee Break  

Tuscany Foyer and Terrace

11:00am  

General Session (con't.)

Tuscany Ballroom

 

ENABLING TRANSFORMATION WITH ANALYTICS: CREATING THE RIGHT ROADMAP FOR YOUR ORGANIZATION

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.

Jenifer Cartland, PhD

VP, Data Analytics and Reporting | Director, Child Health Data Lab

Ann & Robert H. Lurie Children's Hospital of Chicago

View Video and Presentation
11:40am  

HOW BEST TO DEPLOY DATA & ANALYTICS IN AN EVER-CHANGING WORLD

New information comes available every second of every day.  How do you know when to use it versus treating it as a “nice to know” data point?  Data science has seen an explosion over the past five years yet several still do not realize the power that comes from analytics.  Why is that?  How do you instill a culture of influence with a results orientated mindset to drive business value?  How does a company move from theory to execution and what role does story telling play?  Come and listen to some ideas Nationwide has been delivering within the space of data and analytics to help create value for its members and partners.

Bradley Lemons

Senior Vice President, Enterprise Analytics

Nationwide

View Event Recap and Related Materials
12:20pm  

Conference Ends


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted, if written request for cancellation is received by email 45 or more calendar days before the conference start date.
  • No refund will be granted, if written request for cancellation is received by email 21 or less calendar days before the conference start date.
  • No refund will be granted for 'no shows.'
  • Corporate packages are not eligible for cancellation.
  • Unused registrations/applications have no monetary value and cannot be credited to future years or events.
  • ANA will not issue refunds or credits due to failure to redeem a discount promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration for any registrant who is not a client-side marketer member.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.

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