EVENT CONTENT IS NOW AVAILABLE TO ATTENDEES

OVERVIEW

The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.

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)

Cameron Bush
Head of Advertising, HexClad

Steve Cohen
Partner, In4mation Insights

Corina Constantin
Global Head, Campaign Analytics,
Essence Mediacom

Curtis Corl
CMO
Ocean State Job Lot

Shekhar Deshpande
Head of Strategy, Global Clients, Meta

Tina DeSarno
SVP and Head of Ad Solutions, MarketCast

Rodolphe Dougoud
Project Lead, Fifty-Five

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

Rebecca Dykema
SVP Partnerships and Creative Transformation, CreativeX

Andy Fisher
Head of Merkury Advanced TV,
Merkle

Alex Fitzgerald
Program Lead, Data Science & Marketing, Ekimetrics

John Fix
Consultant, John Fix Ltd.

Bharath Gaddam
Founder, DataPOEM

Mike Griffin
VP of Client Service,
Kantar

Caroline Mayhew Gardner
Head of Integrated Brand Marketing & Experience,
The RealReal

Laura Guerin
Sr. Director, Consumer Analytics, SharkNinja

Liz Huszarik
Co-Founder Maverix Insights

Natasha Hritzuk
VP, WBD Corporate Research

Omer Iqbal
SVP, Digital and Technology, Shiseido Company Limited

Adam Isselbacher
SVP, Group Director, Research & Analytics, IPG

Abhishek Jadon
VP, Global Media Transformation, Pepsi

Max Kalehoff
Chief Growth Officer, Realeyes

Michael Kaushansky
Product Management, Measurement & Data,
Walmart

Stephanie Lancaster
Manager, Consumer insights, Wendys

Marta Martinez
Managing Director of Data, Measurement and Analytics, Google

Mike Menkes
VP of Customer Engagement, Analytic Partners

George Musi
Chief Business Officer
Night Market

Neil Napolitano
Executive Director of Measurement Innovation, Dotdash Meredith

Bridget Nelson
Head of Brand Performance and Audience Research, MassMutual

Michael Sagristano
Director, Marketing Solutions, TransUnion

Leanne Tomasevic
US & UK Head of Insights,
Tracksuit

Michael True
Co-Founder and CEO,
Prescient AI

Jenna Umbrianna
Chief Development Officer, Mediastruction

Kristin Vento
SVP,
Nielsen

Shardul Wartikar
VP Analytics, Kantar

Adam Waszczak, Ph.D.
VP of Data Engineering & Operations, 605 an iSpot company

Johanna Welch
Global Mars Horizon Comms Lab Associate Director, Mars

Alice Sylvester
Partner, Sequent Partners

Jim Spaeth, Ph.D.
Partner, Sequent Partners

AGENDA

8:00 – 9:00amRegistration and Breakfast
9:00 – 10:40am

Morning Section

Measuring and Optimizing Creative In-Market Performance

9:00 – 9:05amOpening Remarks 
Sequent Partners
9:05 – 9:20amShifting the Paradigm of Addressability and Utilizing Measurement as a Planning Roadmap
Neil Napolitano – Executive Director of Measurement Innovation, Dotdash Meredith
9:20 – 9:35amPioneering 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 – 10:40amPanel Discussion with Section Speakers
Panel Moderator:
George Musi – Chief Business Officer, Night Market
10:40 – 11:10amMorning 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 – 12:10pmYour 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 -1:30pmLunch
1:30 – 2:50pm

Early Afternoon

MMM: Matching the Complexity of the Marketplace

1:30 – 1:45pmGoodbye 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 – 2:00pmHow 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 

2:50-3:20pmAfternoon Break
3:20-4:50pm

Late Afternoon

Is AI Transforming Marketing Analytics?

3:20 – 3:35pmFrom 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 – 3:50pmUsing 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 – 4:20pmMaximizing 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 – 4:40pmPanel Discussion with Section Speakers
Panel Moderator:
Corina Constantin – Global Head, Campaign Analytics, Essence Mediacom
4:40-4:50pmClosing Remarks
Sequent Partners
4:50-5:00pm

Closing Remarks 
Mike Menkes – VP of Customer Engagement, Analytic Partners 

5:00-7:00pmCocktail Reception

 

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