Nov. 15: Attribution Across The Full Media Ecosystem
Nov. 16: Measuring The Full Value of Advertising
Nov. 17: A Full Set Of Solutions For In-Market Performance Measurement In A Privacy Compliant World
Nov. 18: Fulfilling The Vision Of Measurement Driven Activation

Day One Sponsored By

12:00-12:05pm
Opening Remarks
Jim Spaeth — Partner, Sequent Partners

12:05-12:20pm
Measure Small, Measure Through Walls With RCTs
Intent-to-treat RCT – the undisputed gold standard of measurement, run at scale and in parallel – is solving the toughest measurement problems today: small-scale digital campaigns across most major digital platforms and in or out of walled gardens, while adhering to privacy rules. With sufficient samples, they can start reporting results on day two, enabling real time optimization. Knowing the half of your advertising budget that’s wasted is cool. Knowing it the next day can save half of your advertising budget.
Jeff Doud — Business Analytics and Insights, Ocean Spray Cranberries Inc.
Ross Link — CEO, Marketing Attribution LLC

12:20-12:35pm
Measuring TV’s True Impact: How Wayfair Proves TV Ads Drive Business Outcomes
Unlike digital advertising, it can be very difficult to tie TV ads to business outcomes. Moreover, traditional post-campaign TV ad reports lag behind data from other channels leading to slow performance insights that stifle optimizations. In this webinar, you’ll learn how Wayfair overcomes these challenges by integrating real-time TV ad data into attribution models, including actionable tips for how to measure TV’s impact in the marketing mix.
Lana Koretsky — Director, TV & Online Video Marketing, Wayfair
Mark Myers — EVP Customer Success, iSpot.tv

12:35-12:50pm
How Measurement Is Changing PepsiCo’s Approach To Sports Sponsorships
PepsiCo and FanAI will discuss how the emergence of sponsorship attribution is allowing the PepsiCo sports marketing team make better decisions about the teams they partner with and how much they spend.
Justin Toman — Head of Sports Marketing, PepsiCo
Adam Holt — SVP Sales/Partnerships, FanAI

12:50-1:05pm
Cross-Media Inefficiencies Due To Cross-Organizational Barriers
As we build cross-media measurement, we need to build cross-media organizations. Great insights can be derailed by siloed organizations. Professor Jerath will share his research and recommendations for solving intrafirm and interfirm: frictions, lack of coordination, misalignment of objectives and the lack of transparency.
Kinshuk Jerath — Professor of Marketing, Columbia Business School

1:05-1:20pm
Measuring Augmented Reality’s Power To Efficiently Grow Sales
Augmented Reality (AR) presents an exciting new full funnel opportunity for advertisers. This presentation will showcase a digital-attribution meta-analysis across brands leveraging shoppable AR formats and the results of an FMCG offline sales case study using MMM. Key findings will be revealed along with best practices regarding how to include AR impressions in a marketing mix model as well as how to evaluate AR contribution to web events.
Jamie Arneson — Senior Account Director, Wpromote
Simon Poulton — VP of Digital Intelligence, Wpromote
Takeshi Tawarada — Ad Research & insights Partner, Snap

1:30 – 1:55pm
Panel Discussion
Moderator: Kelly Abcarian — EVP, Measurement & Impact, NBCU

1:55-2:00pm
Closing Remarks
Jim Spaeth — Partner, Sequent Partners

2:00-2:15pm
Live Chat with Snap

Day Two Sponsored By

12:00-12:05pm
Opening Remarks
Alice K. Sylvester– Partner, Sequent Partners

12:05-12:20pm
Optimizing For Long Term: How Pernod Ricard Merges Touchpoint-Level Data To Weight For Brand Equity In MMM
Traditional MMM often focuses on short-term sales, to the frustration of marketing teams focused on brand building. Pernod Ricard has started a program called Matrix to address different brand positioning in diverse markets. It combines proven data science algorithms to measure short-term contributions and touchpoint level analysis of long-term brand building. This case study presents the long-term consideration analysis, showcasing its synthesis of data and business insights.
Antoine Genot — A&P Effectiveness Director, Pernod Ricard
Maxime Lamagat — Marketing Effectiveness Lead Expert, Pernod Ricard

12:20-12:35pm
Driving Incrementality Through Brand-Retailer Partnerships
Second-party data partnerships between brands and retailers allow efficient measurement of incremental online/offline sales generated by a brand’s digital campaign. This type of protocol is a game-changer for the CPG industry. These data partnerships allow brands to not only get access to offline data and optimize their media campaigns based on real incremental results but also encourage consumers to shop at the partner retailer, allowing for a real win-win collaboration.
Jérôme Beniere — Media & Digital Manager, Groupe SEB
Thibaut Munier — Cofounder & COO, Numberly

12:35-12:50pm
The True Impact Of Churn And Brand Loyalty Unveiled
Marketers debate whether they should advertise to new buyers to drive penetration or advertise to current buyers to drive loyalty. NCS has learned that building brand equity in the long-term requires brands to target the consumers who respond to their messages. Their research has shown that it is more efficient to employ purchase-based targeting to advertise to current buyers—but a strategy focused on acquisition vs. loyalty really depends on each brand’s unique market situation and goals.
Andrew Bernier — Director, Research & Development, NCSolutions
Janelle Bowman — Senior Director, Advanced Data & Integrated Analytics, Kellogg Company
Leslie Wood — Chief Research Officer, NCSolutions

12:50-1:05pm
Attribution Modelling Outside The Box: How HP Used Attribution Modelling To Shape The Future Of Its Corporate Sponsorship
HP Industrial Printing has invested in sponsorship for over a decade. Finally, attribution modelling and markov chain algorithms have enabled the measurement of its contribution. Analysis by region and customer segment has provided a rich picture of impact across their customer base. Uncovering strategic insights about the role of sponsorship and its synergies with other programs enabled the team to re-imagine the role of the sponsorship within their plans.
Cesare Zavalloni — Head of Global Marketing, HP
Mick Hedberg — Principal, Foresight Associates

1:05-1:20
It’s Time to Rebalance: The Importance of Full-funnel Marketing
Brands must focus on all parts of the marketing funnel in order to grow their business. Effective brand building requires marketers to engage with current, loyal customers while simultaneously launching campaigns designed to acquire new ones to maintain a healthy pipeline of sales. In this session, Nielsen’s EVP of Marketing Analytics, Tina Wilson will discuss the importance of a balanced marketing strategy and the benefits that both short-and long-term initiatives deliver along the path to sustained brand viability.
Tina Wilson — EVP, Marketing Analytics, Nielsen
Michele Thomas — Senior Manager, Communication Planning Insights, Nestlé Purina PetCare

1:30-1:55pm
Panel Discussion
Moderator: Britta Cleveland — Senior Vice President, Research Solutions, Meredith

1:55-2:00pm
Closing Remarks
Alice K. Sylvester — Partner, Sequent Partners

2:00-2:15pm
Live Chat with Nielsen

Day Three Sponsored By

12:00-12:05
Opening Remarks
Jim Spaeth — Partner, Sequent Partners

12:05-12:20pm

The March to Analytics Maturity
While many companies today scramble to define their brand purpose, many brands also struggle to reach their customers effectively with their messaging. Marketers today need to build out a sustainable, agile, analytical framework that could help their organization make smarter, data-driven decisions. Learn how to advance your analytics maturity by building a unified marketing measurement ecosystem and planning ahead for the future.
Marc Vermut — VP, The Knowledge Lab, Neustar
Eric Neville  — Senior Media Manager, Cadillac

12:20-12:35pm
Predicting Audience Exposure From Privacy Screened Google ADH Data For Cross-Channel Media Impact Measurement
Privacy Screens aggregating user ids into groups of 50 to 100 are becoming a standard way to share data in a legal and privacy compliant manner. Recent developments in marketing science offer methods to use micro-market level data to simultaneously measure media exposure at a customer level and its impact. This approach provides greater accuracy with a representative sample of consumers, their media exposures and their behaviors, resulting in a range of 5-30% improvement in media ROI.
Dan Eadon — Associate Director of Marketing Performance, Optus
Dan McCarthy — Assistant Professor of Marketing, Emory University – Goizueta School of Business
Michael Cohen — Chief Technology & Data Officer, Marketing Evolution

12:35-12:50pm
Cookies Are Crumbling, is CMM the New Recipe?
Privacy has become one of the major challenges in information technologies. As a result, the days of third-party cookies are numbered. This represents a challenge for Marketing Analysis as cookies were the main data source for analysts. Hence the urgent need to adopt new techniques to analyze consumers’ behavior, while respecting their right to privacy. Here, Contemporary Marketing Mix Modeling, also known as CMM, has become a popular alternative for MTA in a post-cookies world. In fact, major companies like Google and Facebook are advocating it as the new trusted measurement approach.
Ramla Jarrar — CEO, MASS Analytics

12:50-1:05pm
Back In The Mix – MMM Evolved For Tactical Advantage In A Digitally Fragmented World
Media and sales channels are expanding. Budgets are more fragmented. The path to purchase is more complex. Organizations that capture and leverage data at a granular level across media and channels will gain a tactical advantage in the market. The new MMM has to be different. It must be more granular around media, geography and points of sale. It also has to deliver at the speed that decisions are made. Dunkin’ will describe that process and how it has proven successful for them.
Tim Ferris — Head of Precision Marketing, Dunkin’
Keith Wulinsky — Sr. Director, Client Service, in4mation insights

1:05-1:20pm
The Silver Lining To The Crumbling Cookie: Turning To Better Means Of Measurement
Purina, working with DISQO, has discovered new methods of uncovering campaign impact without cookies, enabling them to understand the incremental impact of advertising on the brand and sales across siloed media. Using single-source opt-in panels leveraging both survey and passive digital behavior measurement, they have measured target audience delivery and measured campaign effectiveness at driving brand objectives, online actions and sales.
Emily Weishaupt — Communications Insights Manager, Nestlé Purina
Stephen Jepson — EVP, Advertising Effectiveness, DISQO

1:30-1:55pm
Panel Discussion
Moderator: Nathalie Bordes — EVP Measurement for Marketers, ANA

1:55-2:00pm
Closing Remarks
Jim Spaeth — Partner, Sequent Partners

2:00-2:15pm
Live Chat with MASS Analytics

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Day Four Sponsored By

12:00-12:05pm
Opening Remarks
Alice K. Sylvester — Partner, Sequent Partners

12:05-12:20pm
How Nestlé Used IFO And DCO To Increase ROAS Five Percentage Points
Nestlé, with IRI, has mastered the ability to adjust campaigns mid-flight to maximize return on ad spend. This case shares a yearlong campaign that created personalized targeting based on purchase data, combined with dynamic creative optimization to increase sales lift enabled by always-on measurement.
Drew Acierto — Marketing Intelligence Manager, CIM, Nestlé
Jennifer Pelino — EVP, Global Media, IRI

12:20-12:35pm
Multi-Audience Attribution. Proof That The Strategic Target Worked
In order to prove the efficacy of their strategy, inventory and targeting in real time, WarnerMedia sought to determine the key drivers and most responsive audiences of their multi platform targeted Volkswagen campaign. In partnering with 605, we were able to not only prove the campaign was successful but also determine precise audience groups and characteristics which were most responsive across each platform and response type. This enabled WarnerMedia to improve their planning and increase their returns for the client’s future campaigns.
Sunil Soman — VP Campaign Effectiveness, WarnerMedia
Greg Pharo — Global Senior Director, Communications & Marketing Effectiveness, The Coca-Cola Company
Lindsey Woodland, Ph.D. — VP of Analytics, 605.tv 

12:35-12:50pm
Household-Level In-Flight CPG Sales Optimization
Johnsonville saw an unprecedented amount of new buyers during peak COVID in 2020 and wanted to ensure they became loyal Johnsonville buyers in 2021. Sales attribution was provided in-flight to evaluate and optimize media spend to the targeted segments. This allowed the agency to reach the most desirable consumers with the right message, increasing conversion and reducing media waste.
Marc Bennett — Integrated Marketing Manager, Johnsonville
Amy Nodalo — Director Research & Insights, Viant
Hanna Bartholic — Associate Media Director, Mediahub

12:50-1:05pm
AI Driven Marketing in Pharma: Unified Patient Attribution
Unified Patient and Physician Attribution is exciting and possesses a transformational capability for the industry. This case will share such capabilities while discussing the unique change management and activation requirements of this double-barreled marketing and measurement challenge.
Arvind Balasundaram — Executive Director of Commercial Insights & Analytics, Regeneron
Doug Brooks — EVP  Strategic Client Relationships, Ipsos MMA

1:05-1:20
The Long Game: Harnessing the Impact of Ongoing Media on Brand
How can organizations balance a focus on short-term consumer perception and behavior change, with long-term brand building? In this session, Kathleen Magnuson, Senior Data Scientist, Research & Insights at Microsoft will sit down with Maggie Merklin, Chief Client Officer at Analytic Partners, to dive into that question and more. After working together to build foundational knowledge about how media drives both purchase intent and sales in the short term, the team set its sights on understanding the full impact of a multi-year advertising effort to inform long-term investment decisions. Find out how Microsoft uncovered new opportunities for success through a holistic approach to analytics.
Maggie Merklin — Chief Client Officer, Analytic Partners
Kathleen Magnuson — Sr. Data and Applied Scientist,  Microsoft

1:30-1:55pm
Panel Discussion
Moderator: Debbie Donahoe — SVP, Analytics, Horizon Media

1:55-2:00pm
Closing Remarks
Alice K. Sylvester — Partner, Sequent Partners

2:00-2:15pm
Live Chat with Analytic Partners