Marketing Analytics Accelerator (formerly Attribution & Analytics Accelerator)

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)

Speakers

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

PRICING

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

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

OVERVIEW

2024 Topics INCLUDE

SUBMISSION DEADLINE: June 24, 2024

Speakers

AGENDA

SponsorS

Host

PRICING

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In-Person

Livestream