Feb 15 - Feb 15, 2023
WELCOME & INTRODUCTIONS (10:30am-11:00am)
Tina Jordan, Senior Director, ANA
Member Roundtable Discussion (11:00am-11:30am)
I. Connecting the Dots: High Value Data Science Actions and Offline Sales (11:30am - 12:15pm)
As a leading CPG company across both consumer product and health care verticals, Johnson & Johnson will present some of their optimal data science centric processes that have allowed them to better understand the value of a site visit and find the high value activities on-site that correlate to offline sales.
Mohamed Elkordy, Associate Director, Digital Analytics, Johnson & Johnson
Daniel Mengisteab, Senior Data Scientist, Johnson & Johnson
NETWORKING LUNCH (12:15pm - 12:45pm)
II. Leveraging Data Analytics to Account for Today’s Future: How Mondelez is Approaching A Global Cookieless Readiness Audit (12:45pm - 1:30pm)
Michael Lampert, Director, Global Marketing and Data Lead, Mondelez International
III. Strengthening Feedback and Measurement Architecture for the Modern Marketer (1:30pm - 2:15pm)
Digital marketing once held the promise of perfect attribution: a single dashboard that accounted for each impression and tied all investment to incremental revenue in real time. With cookie deprecation and ATT, we seem very far from that vision. Yet, this might be a good thing for marketing. What’s required was never the perfect measurement dashboard but a decision-making framework that aligns key stakeholders and is supported by the right set of analytic signals. In this session, Alex will share work that was done for BCG clients on operationalizing a modern measurement architecture.
Alex Barocas, Partner & Associate Director, Personalization & Digital Marketing, Boston Consulting Group
Wrap up and Adjourn (2:15pm-2:30pm)