November 3, 2021
Wednesday
10:00 – 12:00pm ET
10:00 – 10:10am
Welcome
Janet Hull OBE — Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. — President and CEO, ARF
10:10-10:40am
Creativity and Effectiveness in a Changing World
Launching the follow-up to the critically acclaimed publication “Lemon: How the advertising brain turned sour”. Orlando will take us on a cultural journey unveiling how technology has changed business, advertising, and us – offering practical help and inspiration for those seeking to build brands in an increasingly online world, create advertising that holds attention, that delivers the greatest, longest-lasting business effects, and that fundamentally reconnects with the people who watch it.
Orlando Wood – Chief Innovation Officer, System1
10:40-10:55am
Welcome to the Attention Dimension: Fundamentals of Attention Metrics for Media
2021 is quickly turning into the year of attention metrics. The largest brands in the world are prioritizing attention, agencies are licensing data and spinning up centers of excellence, and publishers are calling for innovation in measurement. This session will provide an overview of how attention metrics work, the nuances of their application to media quality measurement, and a look ahead to what the future holds.
Marc Guldimann – Co-Founder & CEO, Adelaide; Co-Founder, The Attention Council
10:55-11:25am
Share of Search; one year on
In 2020, Les Binet and James Hankins explored the potential of search metrics to help track the health and future wealth of brands. In 2021, James Hankins is back to outline the key findings from our think tank. This session will explore evidence and case studies of Share of Search and its correlation to Share of Market; its relationship to Share of Voice; its use as a predictive measure and beyond.
James Hankins – Founder and Consulting Strategist, Vizer Consulting
11:25-11:40am
A New Metric for Brand Loyalty
There have been dramatic changes in loyalty due to the pandemic, requiring a re-examination of the measures of loyalty, churn, and the value of new vs. loyal buyers. NCSolutions analyzed why it is important to compare loyalty measures longitudinally to gauge a brand’s health, as well as to understand which advertising and promotional strategies have been successful and to determine whether to focus on driving penetration or brand loyalty.
Leslie Wood — Chief Research Officer, NCSolutions
Amy Crooks — Senior Manager, Research & Development, NCSolutions
11:40 -11:55am
Live Commentary
Industry leaders summarize their key takeaways and observations.
Stephen DiMarco – Chief Digital Officer, Tubular Labs
Bill Hopkins – General Manager, Americas, System1
11:55am-12:00pm
Closing Remarks
Janet Hull OBE — Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. — President and CEO, ARF
November 4, 2021
Thursday
10:00 – 12:00pm ET
10:00-10:10am
Welcome
Janet Hull OBE — Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. — President and CEO, ARF
10:10 – 10:40am
What’s at The Frontier of Our New Cookie-less and First Party Data World?
As brands and agencies pivot to a more privacy driven landscape, Consultant Andy Brown, former Chairman of Kantar Media, presents an international review of responses to the current major data topics- the loss of cookies, that affect targeting and short-term effectiveness, and the new brand tracking techniques that may affect how we measure longer-term trends. We look at the drawbacks of using only first party data and some potential solutions, plus we’ll discuss how brands and agencies will manage the ever larger more complex datasets and what could emerge as the new paradigms.
Andy Brown – Strategic Advisor, Andrew Brown Associates
10:40 – 11:10am
Will Privacy Laws Kill Digital ROI Effectiveness Measurement?
Data and Analytics Specialist Simeon Duckworth chairs an industry panel with three international voices exploring Andy’s paper and looks further at the implications of the current changes in digital data availability. How are the major platforms reacting? How will agencies and brands target audiences after the loss of cookies? Will targeting become less important? Was it ever really effective? How will the role of modelling change? Will the advances in AI be the only viable solution?
Simeon Duckworth – University College London
Nadim Sadek – Founder & CEO, ProQuo AI
John Perella – Head of Marketing Effectiveness, Tesco
Maren Seitz – Senior Director, Head of DACH, Analytic Partners
11:10-11:25am
Cookie-less Audience Targeting and Attribution: A Pharma Case Study
While attribution has been around two decades, the deprecation of third-party cookies is likely to have a significant impact. Pharma is a unique category because of its privacy restrictions. Hear about a two-step closed-loop approach of first-party audiences mapped to Google Affinity audiences and attribution using audience segment level impression data, based on 45 campaigns.
Joy Joseph – Chief Data & Analytics Officer (US), Initiative Media
11:25-11:40am
Leading the Next Frontier of Media Disruption
The advertising and media industry is in a perpetual state of disruption and the pace of change continues to accelerate. Consumer and technology-led changes, coupled with privacy shifts and information asymmetries, require leveling the playing field with a transparent media supply chain. In this session, hear how P&G is constructively disrupting its media and advertising and the imperative for open, transparent, privacy-safe cross-media measurement that delivers a superior media experience consumers expect and deserve.
Marc Pritchard – Chief Brand Officer, Procter & Gamble
Scott McDonald, Ph.D. – CEO and President, ARF
11:40-11:55am
Live Commentary
Industry leaders summarize their key takeaways and observations.
Gaz Alushi – Global Head of Measurement Research and Development, Snap, Inc.
Megan Margraff – VP, Data Strategy, Oracle Advertising
11:55am – 12:00pm
Closing Remarks
Janet Hull OBE — Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. — President and CEO, ARF