Marketing Analytics Accelerator (formerly Attribution & Analytics Accelerator)

November 13, 2024 | 9:00AM - 5:00pm |
Dotdash Meredith - 225 Liberty Street, 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
9:00 – 9:05am	Opening Remarks Sequent Partners
9:05 – 9:20am	Shifting the Paradigm of Addressability and Utilizing Measurement as a Planning Roadmap Neil Napolitano – Executive Director of Measurement Innovation, Dotdash Meredith
9:20 – 9:35am	Pioneering the Integration of Creative Quality into Marketing Measurement Understanding and measuring media creative effectiveness in a repeatable and scalable manner, for inclusion into MMMs. Alex Fitzgerald – Program Lead– Data Science & Marketing, Ekimetrics Marta Martinez – Managing Director of Data, Measurement and Analytics, Google
9:35 – 9:50am	Ad Testing Breakthrough: AI Amplifies the Voice of Humans Fast and cost-effective copy testing that combines AI models and human input to deliver more accurate results. Tina DeSarno – SVP and Head of Ad Solutions, MarketCast Stephanie Lancaster – Manager, Consumer Insights, Wendy’s
9:50 – 10:05am	The New Era of Storytelling: How AI Enables a New View on Ways Creative Drives Media Impact Leaders only investing in generative AI as opposed to other AI-applications, are losing the opportunity to drive a scaled insights and learning agenda. Rebecca Dykema – SVP Partnerships and Creative Transformation, CreativeX Shekhar Deshpande – Head of Strategy, Global Clients, Meta Abhishek Jadon – VP, Global Media Transformation, Pepsi Shardul Wartikar – VP Analytics, Kantar
10:05 – 10:20am	Attribution at the Edge: Delivering Causal Analysis at Scale for Rapid Business Outcomes Measurement Adam Waszczak, Ph.D. – VP of Data Engineering & Operations, 605 an iSpot company
10:20 – 10:40am	Panel Discussion with Section Speakers Panel Moderator: George Musi – Chief Business Officer, Night Market
10:40 – 11:10am	Morning Break
11:10am – 12:30pm	Mid-Morning Section Overcoming Data Challenges with Innovative Data Solutions
11:10 – 11:25am	Mastering the Micro-Moment: Unleashing Short-Form Content’s Power in Digital Consumer Journeys New strategies to optimize audience engagement across platforms and synergies to drive growth across units. Natasha Hritzuk – VP, WBD Corporate Research Liz Huszarik – Co-Founder, Maverix Insights
11:25 – 11:40am	First-to-Market Holistic Radio Measurement That which cannot be measured should not be bought. But what if it works and just can’t be measured? Curtis Corl – CMO of Ocean State Job Lot Jenna Umbrianna – Chief Development Officer of Mediastruction
11:40 – 11:55am	Touchpoint Analytics: Bootstrapping MMM/ MTA with Practical Research Insights to Fill Data Gaps A practical approach using complementary assessments that can provide insights rather than accept missing data that may bias results. Bridget Nelson – Head of Brand Performance and Audience Research, MassMutual Mike Griffin – VP of Client Service, Kantar
11:55am – 12:10pm	Your Brand Deserves Better, Leveraging MMM to Solve the Brand vs. Performance Dilemma Learn how Transunion leveraged its MMM capabilities to properly evaluate the short and longtail impact of brand media on Snapchat. Colin Duethorn– Group Manager, Revenue Partnerships, Research & Insights, Snapchat Michael Sagristano – Director, Marketing Solutions TransUnion
12:10 – 12:30pm	Panel Discussion with Section Speakers Panel Moderator: Michael Kaushansky – Product Management, Measurement & Data, Walmart
12:30 -1:30pm	Lunch
1:30 – 2:50pm	Early Afternoon MMM: Matching the Complexity of the Marketplace
1:30 – 1:45pm	Goodbye Misleading Metrics: Using Commercial Analytics for Growth Why Commercial Analytics can integrate diverse metrics, understand cross-channel impacts, and make data-driven decisions that drive business growth. Laura Guerin – Sr. Director, Consumer Analytics, SharkNinja Mike Menkes – VP of Customer Engagement, Analytic Partners
1:45 – 2:00pm	How Brands can Drive 5% Sales Lift Through Synthetic Attention A prediction system that instantly scores ad attention and delivers recommendations. Johanna Welch – Global Mars Horizon Comms Lab Associate Director, Mars Max Kalehoff – Chief Growth Officer, Realeyes
2:00 – 2:15pm	The Awareness Advantage: Why Brand Building Drives More Effective Performance Advertising on TikTok How stronger brand awareness drives greater effectiveness in marketing performance. Caroline Gardner – Head of Integrated Brand Marketing & Experience at The RealReal Leanne Tomasevic – US & UK Head of Insights, Tracksuit
2:15 – 2:30pm	Navigating the Journey from Integrated Strategic Planning to Tactical Optimization How causal AI with deep learning empowers agile and effective marketing planning driving revenue growth. Bharath Gaddam – Founder, DataPOEM
2:30 – 2:50pm	Panel Discussion with Section Speakers Panel Moderator: Andy Fisher – Head of Merkury Advanced TV, Merkle
2:50-3:20pm	Afternoon Break
3:20-4:50pm	Late Afternoon Is AI Transforming Marketing Analytics?
3:20 – 3:35pm	From Data to Dollars: How Shiseido Leveraged Machine Learning to Create Meaningful Customer Experiences Practical steps for using machine learning to analyze online user behavior and pinpoint online customers with high lifetime value. Omer Iqbal – SVP, Digital and Technology, Shiseido Company Limited Rodolphe Dougoud – Project Lead, Fifty-Five
3:35 – 3:50pm	Using Daily, Campaign-Level Insights to Maximize ROAS with Machine Learning MMM Using AI-powered MMM to eliminate last-click bias and forecast profitability of future spend across all advertising campaigns. Cameron Bush – Head of Advertising, HexClad Michael True – Co-Founder and CEO, Prescient AI
3:50 – 4:05pm	GenAI Delivers the Next Generation of Multitouch Attribution How Gen AI has remarkable predictive power based on customers interaction history. Steve Cohen – Partner, In4mation Insights John Fix – Consultant, John Fix Ltd
4:05 – 4:20pm	Maximizing the Accuracy of Full Funnel Cross-Media Outcomes Measurement Learning how Nielsen ONE can optimize short term sales and brand growth. Kristin Vento – SVP, Nielsen Adam Isselbacher – SVP, Group Director, Research & Analytics, IPG
4:20 – 4:40pm	Panel Discussion with Section Speakers Panel Moderator: Corina Constantin – Global Head, Campaign Analytics, Essence Mediacom
4:40-4:50pm	Closing Remarks Sequent Partners
4:50-5:00pm	Closing Remarks Mike Menkes – VP of Customer Engagement, Analytic Partners
5:00-7:00pm	Cocktail Reception

PRICING

IN-PERSON	Standard 11/13/2024
MEMBER	$799
NON-MEMBER	$999

LIVESTREAM	Standard 11/13/2024
MEMBER	$449
NON-MEMBER	$599

November 13, 2024 | 9:00AM - 5:00pm |
Dotdash Meredith - 225 Liberty Street, 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

November 13, 2024 | 9:00AM - 5:00pm | Dotdash Meredith - 225 Liberty Street, NYC In-PERSON & LIVESTREAM

OVERVIEW

2024 Topics INCLUDE

SUBMISSION DEADLINE: June 24, 2024

AGENDA

SponsorS

Host

PRICING

Related Content

In-Person

Livestream

November 13, 2024 | 9:00AM - 5:00pm |
Dotdash Meredith - 225 Liberty Street, NYC
In-PERSON & LIVESTREAM