Now in its ninth year, The Marketing Analytics Accelerator (formerly known as the Attribution Accelerator) is the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement. The boldest and brightest minds take the stage to share their latest innovations and case studies. The audience is comprised of marketers searching for solutions and analytics gurus who can provide them.
This unapologetically rigorous forum will continue to focus on business outcomes.
Send your submission to:
Alice K. Sylvester (alice@sequentpartners.com) and Jim Spaeth (jim@sequentpartners.com)
Please include:
• The topic your paper addresses
• Title
• Brief Description
• Presenters, including a brand or other end-user (name, company, title)
Alice Sylvester
Partner, Sequent Partners
Jim Spaeth, Ph.D.
Partner, Sequent Partners
Marta Martinez
Managing Director of Data, Measurement and Analytics, Google
Tina DeSarno
SVP and Head of Ad Solutions, MarketCast
Alex Fitzgerald
Program Lead, Data Science & Marketing, Ekimetrics
Catie Cambria
Vice President, Marketing, Clinique, North America
Rebecca Dykema
SVP Partnerships and Creative Transformation, CreativeX
Bharath Gaddam
Founder, DataPOEM
Natasha Hritzuk
VP, WBD Corporate Research
Mike Menkes
VP of Customer Engagement, Analytic Partners
Johanna Welch
Global Mars Horizon Comms Lab Associate Director, Mars
Liz Huszarik
Co-Founder Maverix Insights
Max Kalehoff
Chief Growth Officer, Realeyes
Neil Napolitano
Executive Director of Measurement Innovation,
Dotdash Meredith
Laura Guerin
Sr. Director, Consumer Analytics,
SharkNinja
Cameron Bush
Head of Advertising, HexClad
Leslie Wood
Chief Research Officer, iSpot.tv
Omer Iqbal
SVP, Digital and Technology, Shiseido Company Limited
Rodolphe Dougoud
Project Lead, Fifty-Five
Michael True
Co-Founder and CEO,
Prescient AI
| 8:00-9:00am | Registration and Breakfast |
| 9:00-10:40am | Morning Section Measuring and Optimizing Creative In-Market Performance |
| Opening Remarks Sequent Partners | |
| Shifting the Paradigm of Addressability and Utilizing Measurement as a Planning Roadmap Neil Napolitano – Executive Director of Measurement Innovation, Dotdash Meredith | |
Reach and Frequency for Households and People across Linear, Streaming, Social and Walled Gardens | |
| Pioneering the Integration of Creative Quality into Marketing Measurement Catie Cambria – Vice President, Marketing, Clinique North America Alex Fitzgerald – Program Lead– Data Science & Marketing, Ekimetrics Marta Martinez – Managing Director of Data, Measurement and Analytics, Google | |
| Ad Testing Breakthrough: AI Amplifies the Voice of Humans Tina DeSarno – SVP and Head of Ad Solutions, MarketCast Charlie Farr – Senior Principal Team Leader, Marketing and Insights Group, Chick-fil-A | |
| Beyond Gen AI: Using AI to Improve Creative Outcomes Rebecca Dykema – SVP Partnerships and Creative Transformation, CreativeX | |
| Panel Discussion with Section Speakers | |
| 10:40-11:10am | Morning Break |
| 11:10am-12:30pm | Mid-Morning Section Is AI Transforming Marketing Analytics? |
| From Data to Dollars: How Shiseido Leveraged Machine Learning to Create Meaningful Customer Experiences Omer Iqbal – SVP, Digital and Technology, Shiseido Company Limited Rodolphe Dougoud – Project Lead, Fifty-Five | |
| Using Daily, Campaign-Level Insights to Maximize ROAS with Machine Learning MMM Cameron Bush – Head of Advertising, HexClad Michael True – Co-Founder and CEO, Prescient AI | |
| GenAI Delivers the Next Generation of Multitouch Attribution Steve Cohen – Partner, In4mation Insights | |
| Panel Discussion with Section Speakers | |
| 12:30-1:30pm | Lunch |
| 1:30-2:50pm | Early Afternoon MMM: Matching the Complexity of the Marketplace |
| Navigating the Journey from Integrated Strategic Planning to Tactical Optimization Bharath Gaddam – Founder, DataPOEM | |
| Goodbye Misleading Metrics: Using Commercial Analytics for Growth Laura Guerin – Sr. Director, Consumer Analytics, SharkNinja Mike Menkes – VP of Customer Engagement, Analytic Partners | |
| How Brands can Drive 5% Sales Lift Through Synthetic Attention Johanna Welch – Global Mars Horizon Comms Lab Associate Director, Mars Max Kalehoff – Chief Growth Officer, Realeyes | |
| The awareness advantage: Why Brand Building Drives More Effective Performance Advertising on TikTok Naijia Huang – Marketing Director, Oishii | |
| Panel Discussion with Section Speakers | |
| 2:50-3:20pm | Afternoon Break |
| 3:20-4:50pm | Late Afternoon Overcoming Data Challenges with Innovative Data Solutions |
| Your Brand Deserves Better, Leveraging MMM to Solve the Brand vs. Performance Dilemma Colin Duethorn – Group Manager, Revenue Partnerships, Research & Insights, Snapchat | |
| First-to-Market Holistic Radio Measurement Curtis Corl – CMO of Ocean State Job Lot Jenna Umbrianna – Chief Development Officer of Mediastruction | |
| Mastering the Micro-Moment: Unleashing Short-Form Content’s Power in Digital Consumer Journeys Natasha Hritzuk – VP, WBD Corporate Research Liz Huszarik – Co-Founder, Maverix Insights | |
| Touchpoint Analytics: Bootstrapping MMM/ MTA with Practical Research Insights to Fill Data Gaps Bridget Nelson – Head of Brand Performance and Audience Research, MassMutual Mike Griffin – VP of Client Service, Kantar | |
| 4:40-4:50pm | Closing Remarks Sequent Partners |
| 5:00-7:00pm | Cocktail Reception |
| IN-PERSON | Early Mover 9/20/2024 | Standard 11/13/2024 |
| MEMBER | $599 | $799 |
| NON-MEMBER | $799 | $999 |
| LIVESTREAM | Early Mover 9/20/2024 | Standard 11/13/2024 |
| MEMBER | $299 | $449 |
| NON-MEMBER | $449 | $599 |
To further, through research, the scientific
practice of advertising and marketing
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