June 23 – June 24 @ 11:00am – 12:30pm EDT

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AGENDA

11:00 – 11:05am
Welcome
Scott McDonald, Ph.D. — President & CEO, ARF

11:05 – 11:25am
The Future at Human Scale: What Will Be New and Not New
The pandemic year of 2020 was a shared, global experiment in new ways of living, working and shopping. It was an unexpected opportunity—albeit difficult and harrowing—to put everything to the test, and the lessons learned from that experience point to future opportunities and challenges. In this presentation, hear about the critical things to know about the future direction of the marketplace and how these macro trends will bear on innovation, brand-building and planning.
J. Walker Smith — Knowledge Lead, Global Consulting Division, Kantar

11:25 – 11:45am
Reshaping the Future of Healthcare Post-Pandemic
While every industry was impacted by the massive shifts in consumer behavior created by the COVID-19 global pandemic, the healthcare industry experienced a fundamental change that has resulted in particularly intense innovation. The pandemic forced doctors, patients, and pharmaceutical companies to become more efficient and leverage digitally-driven solutions that have the power to improve health outcomes in significant ways. From the rise of telemedicine to the emergence of the home as the health hub, to the increased demand for digital health technologies and therapeutics and the need to address the mental health crisis emerging around the world—what are the trends shaping the future of healthcare and what are the types of data and forecasting methods used to arrive at these trends?
Jane Sarasohn-Kahn — Health Economist, Advisor, Trend Weaver, THINK-Health
Jo Ann Saitta — Chief Digital Officer, Real Chemistry

11:45am – 12:05pm
Detecting Cultural Trends With Twitter Data
Everyday conversations on Twitter give a window into culture. Twitter has used AI and network science to analyze billions of Tweets to detect trends spanning a two-year period pre-pandemic and into the present recovery phase, and found six macro themes where conversation is evolving, showing what’s starting to matter more to people at large.
Lisa Cowie — Head of Agency Research, Twitter

12:05 – 12:25pm
Streaming Demystified
Using new and expanded technology, this study will examine the who, what, where, and how of streaming unpacking how this medium has evolved in this new world.
Brian Fuhrer — Senior Vice President, National Product Leadership, Nielsen

12:25 – 12:30pm
Closing Remarks
Scott McDonald, Ph.D. — President & CEO, ARF

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11:00 – 11:05am
Welcome
Scott McDonald, Ph.D. — President & CEO, ARF

11:05 – 11:25pm
New Agile Marketing Strategies for Digital Personalization
In the wake of the pandemic, an advertiser’s ability to be agile continues to be a key success factor. How do you identify and understand your most relative customers, even during unstructured buying times (panic buying), and execute customized strategies to retain and increase brand connectivity? How can you leverage and combine unique data sets (e.g. purchase-based/mobile/ label attributes) to drive more relevant communications? How can you leverage first party data to create the most successful go-to-market strategies and develop principles to develop smarter acquisition strategies that grow reach among the right consumers? Learn about unique strategies to use key data differently to both attract and retain buyers.
Jennifer Pelino — EVP Omni Channel Media, IRI

11:25 – 11:45am
Thriving in the Midst of Disruption: A Data-Driven Approach
From adapting to new regulations, to striking the right balance of short-term wins and long-term sustainable growth, how can brands harness data-driven decisioning and advanced analytics to thrive in 2021 and beyond? At the core, it comes down to a building out smart, iterative approaches to business goals that are based in holistic measurement practices. Learn why scenario planning and an omnichannel approach are paramount for brands to future-proof for success against a backdrop of data deprecation and shifting consumer behaviors, and how to apply these foundational principles to your own strategy.
Mike Menkes — SVP, Analytic Partners

11:45am – 12:05pm
The Importance of Tracking Brand Perception in a Post-Covid World
2020 taught us a lot about resilience and empthy. Forty-six percent of consumers SurveyMonkey recently surveyed said they care more about social values today than they did a year ago. Fifty-five percent said they are much more likely to purchase from a company that shares their values. What does the data behind this survey tell us about the importance of driving brand authenticity in a post-pandemic world?
Priyanka Carr — GM, Market Research, Momentive

12:05 – 12:25pm
Panel Discussion

12:25 – 12:30pm
Closing Remarks
Scott McDonald, Ph.D. — President & CEO, ARF

12:30pm
END