November 13, 2024 | 9:00AM - 5:00pm | NYC| In-PERSON & LIVESTREAM

OVERVIEW

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.

2024 Topics INCLUDE

How is artificial intelligence transforming marketing analytics?
  • Are AI-driven applications improving the effectiveness and speed of data acquisition and quality control; is it opening up the use of more unstructured data?
  • Do models using AI techniques (e.g. neural networks, deep learning) solve legacy modeling challenges and provide new capabilities?
  • Are AI techniques making insights more actionable and accessible (e.g. more accurate forecasts, more effective optimizations)?
  • Is AI impacting the marketing analytics professional’s role in the marketing organization and the flow of insights throughout the organization and its marketing partners, considering changes in factors like speed, latency, frequency, granularity of insights and especially opening unmediated access to insights for non-technical marketers)?
  • Do the rewards outweight the risks? Risk considerations could include algorithmic bias, the challenges of adoption and the shock of markedly different model results. Reward consideration could include improved productivity, cost-efficiency, speed, less reliance on historical data and more focus on the future, new ways to drive the business such as outcome guarantees for media.
What solutions are proving effective in this challenging privacy-first environment?
  • How will attribution overcome its data challenges:
    • Audience cohorts?
    • Contextual targeting?
    • Geographic markets?
    • New identity solutions?
  • How can MMM adapt to deliver:
    • Audience-led strategies?
    • Tactic granularity at the activation level, including tactics of growing importance such as influencers/endorsers, sponsorships, consumer experiences, and the like?
    • Creative evaluation?
    • Path to purchase, consumer journey, sequential analyses of any sort?
Is marketing analytics improving its ability to support business building and growth, via:
  • Variables like customer lifetime value in an audience led strategy?
  • Full-funnel analyses considering synergies/interactions among tactics at all levels from branding to conversion?
  • Measurement of long-term effects and trading-off long-versus short-term returns?
How can analytics bridge the increasing number of walled gardens? Considering:
  • The growth in legacy digital media
  • The transition of television to streaming
How has analytics grown to more completely integrate externalities?
  • Is there evidence of the changing contribution of factors like social sentiment, trends, futures, regulatory and corporate policy (e.g. DEI, ESG and data privacy and security), climate change, global conflict?
  • How accessible, granular, accurate and predictive are these factors?
Where is industry action needed?
  • Is there a role for data standardization, data governance around quality, security, transparency and privacy and data organization such as definitions, taxonomies and formats?
  • NOTE: this topic will be the one exception to our rule requiring brand case studies. Given the forward-looking nature of this topic, it will be better addressed by papers advocating for or against industry or government action.  If this topic is included in the Accelerator program, the papers will be discussed by their authors in an in-depth panel discussion and distributed to attendees following the event.

SUBMISSION DEADLINE: June 24, 2024

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

Colin Duethorn
Group Manager, Revenue Partnerships, Research & Insights, Snapchat

Omer Iqbal
SVP, Digital and Technology, Shiseido Company Limited

Rodolphe Dougoud
Project Lead, Fifty-Five

Michael True
Co-Founder and CEO,
Prescient AI

AGENDA

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
  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

  Beyond Gen AI: Using AI to Improve Creative Outcomes
Rebecca Dykema – SVP Partnerships and Creative Transformation, CreativeX
 

Reach and Frequency for Linear, Streaming, Digital Video and Walled-Gardens 
Leslie Wood – Chief Research Officer, iSpot.tv 

  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
 

Maximizing the Accuracy of Full Funnel Cross-Media Outcomes Measurement 
Kristin Vento – SVP, Nielsen 
Adam Isselbacher – SVP, Group Director, Research & Analytics, IPG 

  Panel Discussion with Section Speakers
12:30-1:30pm Lunch
1:30-2:50pm

Early Afternoon

MMM: Matching the Complexity of the Marketplace

  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
  Navigating the Journey from Integrated Strategic Planning to Tactical Optimization
Bharath Gaddam – Founder, DataPOEM
  Panel Discussion with Section Speakers
2:50-3:20pm Afternoon Break
3:20-4:50pm

Late Afternoon

Overcoming Data Challenges with Innovative Data Solutions

  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
  Your Brand Deserves Better, Leveraging MMM to Solve the Brand vs. Performance Dilemma
Colin Duethorn – Group Manager, Revenue Partnerships, Research & Insights, Snapchat 
  Panel Discussion with Section Speakers 
4:40-4:50pm Closing Remarks
Sequent Partners
5:00-7:00pm Cocktail Reception

 

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LIVESTREAM

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In-Person

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  • Non-Member: $799

 

Livestream

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  • Non-Member: $499

To further, through research, the scientific
practice of advertising and marketing

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