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

This event is over.
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

Agenda
Wednesday, December 5, 2018
8:15am  

Breakfast

PG&E General Office Auditorium Foyer

9:00am  

Opening Remarks

PG&E General Office Auditorium

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

View Presentation
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

View Event Recap and Related Materials
10:50am  

Coffee Break

PG&E General Office Auditorium Foyer

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

As consumer behavior continuously evolves and the media landscape is increasingly fragmented, understanding effectiveness has become the highest priority for marketers. The key to unlocking the secrets of effectiveness is measurement. In this session, eBay and Facebook will discuss how to embrace a culture of learning and unlock growth through the use of incrementality measurement.

Jesse Goranson

Director, Marketing

Facebook

Tony Flanery-Rye

Senior Director, Growth Analytics

eBay

12:35pm  

Lunch

PG&E General Office Auditorium Foyer

1:35pm  

ACTIVE CONSIDERATION ON PINTEREST: A MULTI-METHOD APPROACH TO UNDERSTANDING AND PREDICTING CONSUMER

Pinterest uniquely fosters an Active Consideration mindset and measures it by combining trends in search/saving behavior, users’ stated preferences for leveraging the platform, and a controlled neuroscience experiment to distinguish between active considerers and passive browsers. In this presentation, Vanessa Hensler, PhD, Lead Ads Researcher at Pinterest, will share their original research which investigates Pinners' path of wedding planning and includes a comparison between people actively planning a wedding versus those just interested in weddings, and an understanding of the emotional/cognitive correlates of the various stages leading up to the big day. Learn how this approach can be applied for your business.

Vanessa Hensler, PhD

Lead Ads Researcher

Pinterest

View Presentation
2:25pm  

HOW TO CLOSE THE LOOP ON DATA-DRIVEN CREATIVE

Data can be valuable. It can also be confusing. What's important isn't having data about everything. It's having insight. In this session, Adam Kleinberg, CEO of San Francisco creative agency, Traction (www.tractionco.com), will discuss how they combined data analytics and qualitative research to uncover insights about customers to help Lenovo develop creative work that drove the highest engagement their commercial marketing team had ever seen.

Adam Kleinberg

Chief Executive Officer

Traction

3:00pm  

Conference Adjourns

  • GES
  • gyro:
  • EMA