Attribution & Analytics Accelerator
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
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
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
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
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.
Simon Poulton — VP of Digital Intelligence, Wpromote
Takeshi Tawarada — Ad Research & insights Partner, Snap
Speaker Breakout Sessions
Day Two Sponsored By
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
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
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
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, SEB
Thibaut Munier — Cofounder & COO, Numberly
Speaker Breakout Sessions
Day Three Sponsored By
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.
Yuan Gao — Practice Lead of Brand Marketing Analytics, Kaiser Permanente
Dan McCarthy — Assistant Professor of Marketing, Emory University – Goizueta School of Business
Michael Cohen — Chief Technology & Data Officer Marketing Evolution
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, Nestle Purina
Stephen Jepson — EVP, Advertising Effectiveness, DISQO
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
Cookies Are Crumbling
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
Speaker Breakout Sessions
Day Four Sponsored By
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 Omni Channel Media and Diversity & Inclusion Champion, Media Center of Excellence, IRI
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
Unified Patient And Physician 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, MMA
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
Speaker Breakout Sessions