AGENDA
NOVEMBER 14 @ 9:00 AM – 5:45 PM EDT | Reception, 5:45 – 7:30PM |Dotdash Meredith, 225 Liberty, New York, NY | In-Person and Livestream
9:00 – 11:00am
Quantifying Upper Funnel Synergies for Long-Term Growth
Models that encompass upper and lower funnel KPIs enable advertisers to quantify long-term vs. short-term tradeoffs. Balancing the needs for quarterly revenue and brand growth. These cases will also show innovative methods for decomposing the drivers of long-term, profitable, brand growth.
Opening Remarks
Jim Spaeth — Partner, Sequent Partners
Model Future: Combining First Party Data With Modeling For A New Era Of Privacy-Safe Consumer Insights
Dave Donars — VP of Measurement Innovation, Dotdash Meredith
Mahima Hada — Associate Professor and Director of Marketing Analytics Programs, Baruch College
Perception Valuation
Kate Weymer — Senior Data Scientist, Research + Insights, Microsoft
Romani Patel — Senior PM, Microsoft
Powerful Brand, Powerful Performance: Discovering the New Growth Equation
Ben Eddy — Head of Marketing Analytics, Ally Bank
Joel Rubinson — President, Rubinson Partners
Brewing a Brand: Hopping Between Short-Term Returns and Long-Term Brand Building
Andrew Katz — CMO, Athletic Brewing Company
Greg Dolan — CEO, Keen Decision Systems
Innovative Approach to Identifying Unique Data Sets Across the Full Funnel to Unlock Optimal Media Mix for Driving Business Outcomes
Sudharsun Jagannathan — AVP, Advanced Analytics, L’Oréal Global
Brendan Kroll — Global MMM Innovation Lead, Nielsen
Finding the Balance — An Exploration of Halo Effect of Brand Spend on Direct Response and the Optimal Mix
Chris Flexner — Group Manager, US Marketing Sciences, Snap
Joe Pagano — Vice President Marketing Solutions Consulting, Transunion
Panel Discussion with Section Speakers
Moderator: Michelle Nagelberg — Group Director, Business Intelligence & Analytics, Mindshare
11:00am – 11:15am
Morning Break
11:20am – 1:00pm
Revealing Creative Efficacy Through Modeling Innovation
For many years, it’s been understood that creative accounts for 50%-80% of advertising’s effectiveness, depending upon the product category. The new tools featured in this segment will reveal how innovative advertisers are moving beyond measuring creative impact to managing, and optimizing it, for enormous marketplace performance improvements.
Creative Rotation Optimization with the University of Phoenix
Laura Schmidt — Senior Media Director, University of Phoenix
Laura Grover — SVP, Head of Client Solutions, EDO, Inc.
Creative Mix Analysis at Dell Computer
Ziyu Huang — Creative Effectiveness Director, Dell Computer Corp.
Tom Saunter — Global Head of Creative & Media Technologies, Essence Mediacom
Anthony Miyake — Senior Director, Analytics & Insights, Essence Mediacom
Driving Transformational Change by Attributing Creative Decisions to Sales Metrics
Jenny Belknap — SVP, Enterprise Marketing and Portfolio Strategy, The Estée Lauder Companies
Anastasia Leng — Founder & CEO, CreativeX
Matt Rooney — Global Measurement Lead, TikTok
Content Quality and Ad Resonance: A Study Examining the Impact on Consumer Engagement
Allison LaFon — Director, Content Strategy and Activation, Home Depot
Tom Weiss — CTO and Chief Data Scientist, MarketCast
Creative Performance Diagnostics Powered by AI to Guide Advertisers Towards Success
Aarti Bhaskaran — Head of Global Ad Research & Insights, Snapchat
Jed Meyer — SVP, Media Domain Leader, Kantar
Panel Discussion with Section Speakers
Moderator: Laura Hines — Director of Data & Analytics, Wunderman Thompson
1:00 – 1:50pm
Lunch
2:00 – 3:40pm
Mastering Model Complexity to Reflect a Complex Marketplace
With attribution models challenged by identity data deprecation, other methods of marketplace performance measurement are stepping up to fill the potential void, with measurement of highly granular tactics to guide tactical optimization. At the same time other models are expanding scope to capture performance measures across a company’s entire brand portfolio, enabling scenario planning and trade-off analysis at the highest level. Moving in both directions, models are less and less a simplified version of the marketplace. These innovative cases reveal how modeling is increasingly reflecting the real complexity of the marketplace.
Portfolio Optimization at Kenvue
Michael Zhornitsky — Head of Commercial Advanced Analytics, Kenvue
Ross Link — CEO, Marketing Attribution
A Breakthrough in Bayesian Regression – Just in Time to Address an Unruly Data Environment
Kyle Shank — Director of Media Technology, Analytics, and Operations, The Hershey Company
Mark Garratt — Partner and Co-Founder, in4mation insights
Unleashing The Power Of Model Granularity To Deepen Insights, Improve Decisions And Drive Business Performance
Karen Chisholm — Director Transformation Analytics, Pernod-Ricard
Fast Break to Success: Quantifying Drivers of Linear Viewership at the NBA
Amit Kooner — Director, Data Product Management – Advertising & Partnerships, NBA
Koba Khitalishvili — Senior Data Scientist, NBA
Navigating Complex Modeling for Evolving Business Needs: The Case of mBank
Ramla Jarrar — Co-Founder & President, MASS Analytics
Lukasz Pyfel — Marketing Analytics Coordinator, mBank
Panel Discussion with Section Speakers
Moderator: Corina Constantin — Global Head of Campaign Analytics, Essence Mediacom
3:40 – 3:55pm
Afternoon Break
4:00 – 5:45pm
Modern Attribution: Necessity is the Mother of Invention
Concerns about privacy regulations and policies have led some to declare attribution dead. These case studies reveal that creativity and innovation are changing the fate of attribution. Models that work with data at their native resolution and new opt-in data sources offer solutions worthy of your consideration.
Modern Attribution: Combining Brand Equity and Sales into one Model for Smarter and Balanced Optimizations
Emily Weishaupt — Communications Insights Manager, Nestle Purina
Jeremy Jones — VP Media Performance, Kantar
Getting Fit for a Cookie-less Industry: How the Breadth and Depth of Attribution Are Expanding with New Technologies
Scott Kane — Director of eBusiness, Auto Club Group
Winston Bradley III — COO, Chief Analytics Officer, Marketing Evolution
Retail Media Networks: Cross-Channel Measurement Best Practices
Vijoy Gopalakrishnan — SVP of Product Management, Innovation Products, and Media Intelligence Suite, Circana
Mike Ellgass — EVP Media, CPG and Retail, Circana
National vs. Linear Attribution: Outshining Competitors with Strategic Planning
Juan Solana — Global Director, Measurement, Advanced Analytics and Automation, Performance Driven Marketing Team, General Motors
Lindsey Woodland — Group Vice President, Client Data Science, 605
Why Meta Anchors on Incrementality to Meet the Challenges of Modern Measurement
Neha Bhargava — Director of Advertising Research, Meta
Elena Rykhlevskaia — Manager, Decision Science, Meta
Panel Discussion with Section Speakers
Moderator: Andy Fisher — Head of Merkury Advanced TV, Merkle
Closing Remarks
Jim Spaeth — Partner, Sequent Partners
5:45 – 7:30pm
Cocktail Reception