---

Reengineered Experiments: Finding Their Place in Performance Analytics
Experiments have emerged as a unique technique, providing compelling benefits for measuring in-market performance. Are experiments successfully guiding marketing decisions? What are their strengths and weaknesses and where do they fit in the analytics ecosystem? Are we finding best-practices?

---

12:00 – 12:05pm
Opening Remarks
Jim Spaeth — Partner, Sequent Partners

12:20 – 12:35pm
How to Cut Waste and Fuel Growth with Incrementality-Based Attribution
Calculating the incremental contribution of paid media to business outcomes can finally tell marketers which half of their advertising is being wasted. This session will discuss the importance of measuring contribution vs. attribution and illustrate the concept of incrementality. Be privy to several real-life examples, showing how incrementality testing informs cross-channel media strategy and drives better business outcomes.
Ian Yung — Vice President of Growth, Tonal
Trevor Testwuide — CEO, Measured

12:35 – 12:50pm
Geo-Experiments: New Methodologies to Assess Incremental Impact of Performance Strategies
The ads ecosystem is changing, and businesses may find it harder to accurately measure the impact of their marketing. This can lead to inefficient spending, which can slow growth down. That is why geo experimentation is now more relevant than ever. It’s a powerful approach to measuring your advertiser in a privacy-first world. However, it’s often tricky for individual businesses to get these types of experiments right. To solve for this, Meta Open Source has built GeoLift, empowering advertisers to build, design and analyze geographical experiments. Learn how Mercado Libre, LATAM’s biggest e-commerce, incorporated GeoLift in-house and how they used the package to answer key business questions.
Victoria Schiappacasse — Insights & Analytics Manager, Mercado Libre
Nicolas Cruces — Marketing Science Partner, Meta

12:50 – 1:05pm
Measurement with Large-Scale Experiments: Lessons Learned
Jeff Doud — Head of Advanced Analytics and Modeling, Ocean Spray Cranberries
Ross Link — CEO, Marketing Attribution

1:05 – 1:20pm
Analytics, Attribution, and Experiments – Building a Solid Measurement Framework in a Privacy-centra Era
Real-time campaign analytics, modeled attribution, and experiments all play a unique role in assessing marketing performance and driving valuable decision-making. In an ever-evolving privacy centric ecosystem, how should performance heavy marketers go about developing a framework to best integrate, reconcile, and triangulate outcomes for optimal decisioning? Snapchat to discuss their performance measurement collaborative and initial learnings thus far.
Sudeshna Sen — EVP Media Effectiveness, Dentsu International
Aarti Bhaskaran — Global Agency Ad Research Lead, Snapchat

1:30 – 1:55pm
Panel Discussion
Moderator: Elea McDonnell Feit — Associate Professor, Drexel University

1:55 – 2:00pm
Closing Remarks
Jim Spaeth — Partner, Sequent Partners

---

---

Tales From the Far-End of the Cutting Edge: AI and Beyond
In-market performance measurement is being pushed out of its comfort zone to embrace speed, granularity, agility, long-term outcomes and to over-come data challenges. Where have these technological innovations succeeded and why? Where have they failed? And what have we learned in the process?

---

12:00 – 12:05pm
Opening Remarks
Alice K. Sylvester — Partner, Sequent Partners

12:05 – 12:20pm
Modeling Short and Long-Term Effects in the Consumer Purchase Journey
The role of advertising in consumer demand has received much attention in the marketing literature, where the marketing response model has emerged as a dominant analytical framework. In recent years, the basic model structure has evolved in three directions. Firstly, the incorporation of online paid, owned and earned media to accommodate the off-online path-to-purchase. Secondly, the introduction of consumer mindset metrics to capture the emotional foundations of brand-building. Finally, combinations of both to offer a complete view of the consumer purchase journey. With that in mind, we argue that no one development successfully provides a fully holistic representation of the role of advertising. We thus propose a more comprehensive structural approach: one that combines search, paid, owned and earned media with a cointegrating mechanism for brand-building, linking mindset metrics directly to long-term base sales.
Pete Cain — Executive Partner, Marketscience
Adnan Chaudhry — Head of Marketing Analytics & Customer Insights, Emirates

12:20 – 12:35pm
Audi Switzerland Integrates Attention Metrics & AI into Programmatic Bidding to Drive Business Outcomes
Audi Switzerland partnered with Adelaide to explore whether AI and ML-based solutions can augment – and potentially replace – existing programmatic algorithms by valuing media more accurately. The teams built an AI-powered custom bidding algorithm informed by Adelaide’s AU metric and tested its impact on lower-funnel outcomes compared to standard bidding tactics.
Learn about the results of our work, explore the value of artificial intelligence and machine learning especially in programmatic media buying, and unpack how Audi Switzerland is building a global strategy around deploying attention metrics.
Karl Sjulsen — Director, Product & Client Success, Adelaide
Zach Kubin — Vice President of Sales & Partnerships, Adelaide
Filip Pujic — Teamleader Digital Marketing, Audi Switzerland

12:35 – 12:50pm
Mastering the Promise of ML for Measuring Incremental Sales
Patrick McGraw — Director, Global Analytics Integration, Colgate-Palmolive
Leslie Wood — Chief Research Officer, NCSolutions

12:50 – 1:05pm
Transforming Media Planning & Activation at Walgreens through Unified Marketing Measurement
Jennifer Peelle — VP Brand Marketing, Walgreens
Douglas Brooks — Executive Vice President, Strategic Client Relationships, Ipsos MMA

1:05 – 1:20pm
Maintaining Confidence in Attribution Amid Industry Changes
Gain an overview of how Nielsen’s clients have and will maintain confidence in measurement across their brand portfolio despite industry changes around cookie deprecation, policy regulation and increased data silos. With the rise of privacy-related requirements, Nielsen adapted and continued to address data connectors and inputs to provide an uninterrupted view of their clients’ brand performance and sales conversions across their full-funnel marketing KPIs.
Katie Koval — SVP Product Management, Nielsen

1:30 – 1:55pm
Panel Discussion
Moderator: Michael A. Cohen — Global Chief Data & Analytics Officer, Plus Company

1:55 – 2:00pm
Closing Remarks
Alice K. Sylvester — Partner, Sequent Partners

 

---

---

The Renaissance in Marketing Mix Modeling: Meeting New Expectations
Marketers are retooling their marketing mix models with new data, techniques and technologies to produce faster, more granular results creating new business opportunities.

---

12:00 – 12:05pm
Opening Remarks
Jim Spaeth — Partner, Sequent Partners

12:05 – 12:20pm
Rebuilding MMM to Handle Fragmented Data: The Challenge of Retailer Media
To measure the full range of effects in MMM, and use them across complex media campaigns, the granularity of the cause needs to be matched with the granularity of the effect. True hierarchical Bayes MMM enables the models to handle both the sparsity that is generated by some media channels and the extensive data generated by media that target specific products to specific audiences. Using retail media networks as an example, this presentation will showcase the improvement in the quality of MMM that is made possible with a robust Bayesian approach.
Liz Riley — Insights Director, OLLY
Mark Garratt — Partner and Co-Founder, In4mation insights

12:20 – 12:35pm
Harnessing the Full Potential of Marketing Mix Models: How Attention, Creative and Audience Personalization can Drive ROI
PepsiCo has reinvented the use of marketing mix modeling and developed a proprietary system called the “ROI Engine.” It measures the ROI of full funnel marketing campaigns and inform annual plans with its channel level predictive engine. At the same time, online media allows for even more comprehensive and granular measurement of the underlying factors associated with media execution and response. This is the “WHY” behind the digital media ROI results. Working with Middlegame, PepsiCo developed a leading indicator system to predict the ROI outcomes of digital campaigns based on attention, creative, and audience mix. This allows the PepsiCo team to further dissect campaign-level incrementality into the underlying components of WHY.
Sameer Kothari — Director, Global Media Analytics & Digitalization, PepsiCo
Todd Kirk — Principal, Middlegame Marketing Sciences

12:35 – 12:50pm
Navigating through Uncertainty with Next-Gen Marketing Mix
Marc Bennett — Integrated Marketing Manager, Johnsonville
Greg Dolan — CEO & Co-Founder, Keen Decision Systems

12:50 – 1:05pm
Optimizing TV Promotion with Data, a Case Study with Warner Bros. Discovery
Since 2015, Discovery, Inc. has partnered with Civis Analytics to optimize its marketing spend and media planning. Hear from both the Discovery and Civis teams as they discuss the Media Mix Modeling (MMM) solution created to aid Discovery in allocating its ad spend.
Pooja Chandrasekhar — Director of Media Strategy & Analytics, Warner Bros. Discovery
Max Schuman — Staff Data Scientist – Media & Insights, Civis Analytics
Liz Seidle — Applied Data Scientist, Civis Analytics

1:05 – 1:20pm
A Look inside Cox Communications’ Next-Gen Marketing Measurement Strategy: Trust, Adoption and Preparation for any Scenario
In the face of disruption and change due to data deprecation, consumer behavior, and COVID, Cox Communications sought to build a next-generation measurement capability to quickly react to changing landscapes and better connect with customers. Through their work with Analytic Partners, Cox was able to build a measurement framework to test, optimize and forecast even in a time of great change. This resulted in strong analytic adoption and coordination across the organization and with agency partners and deliver trusted marketing insights that allowed for improved ROIs and real business impact. Learn about the challenges Cox faced and how Commercial Mix Analytics became the source of truth for their leadership team.
Mallory Fetters — Senior Director of Marketing Sciences, Cox Communications
Trent Huxley — Senior Director, Analytics Partners

1:30 – 1:55pm
Panel Discussion
Moderator: Carl Mela — T. Austin Finch Foundation Professor of Marketing, Duke University

1:55 – 2:00pm
Closing Remarks
Jim Spaeth — Partner, Sequent Partners

---

---

Attribution Forced to Pivot: How Marketers Are Meeting Challenges and Finding Opportunities
Trends in identity deprecation have led some to declare attribution dead, while others have scrambled to overcome the challenges. In the process, those innovators have developed new solutions that are transforming attribution. Necessity remains the mother of invention!

---

12:00 – 12:05pm
Opening Remarks
Alice K. Sylvester — Partner, Sequent Partners

12:05 – 12:20pm
Leveraging Look Alike Models when A/B Testing isn’t an Option
It isn’t always possible to perform A/B tests when it comes to evaluating the impact of paid media campaigns. Microsoft developed a strategy which matches campaign exposure data with a customer database and then creates “look-alikes“ for non-exposed customers to make audiences as comparable as possible. Lifts in perceptions, behaviors and revenue can then be compared (in aggregate) amongst exposed customers and their non-exposed look-alikes to determine the effectiveness of a campaign.
Caroline Iurillo — Senior Data Scientist, Microsoft
Megan Lau — Director, Microsoft

12:20 – 12:35pm
Finding the Right MTA Solution with Evolving Marketing Insights Needs of Spotify Advertising Business
Ruchika Singh — Director, Spotify
Ruby Chu — Senior Data Scientist, Spotify
Jay Habib — Data Scientist, Spotify

12:35 – 12:50pm
Dynamic Addressable TV Advertising over the Customer Lifecycle
The key intended contribution lies in presenting a novel method that relates TV ads to customer lifetime value and allows ad responsiveness to vary across stages of the customer lifecycle as a function of purchase frequency and recency. This would enable brands to develop dynamic ad targeting policy that is forward looking and tailored by household as well as the state it is in at any given time point. With the current work, which is still work in progress, the focal brand is an online food delivery platform and the outcome measure includes not only trial purchase (customer acquisition) but also repeated purchases (customer development and retention).
Damon Mercadante — VP, Digital Marketing, Paramount+
Rex Du– Professor, University of Texas at Austin

12:50 – 1:05pm
Measuring Campaign Incrementality Using Both First Party And Third-Party Identifiers
Adobe uses a blend of available first party subscription data and third party cookies to measure the impact of top of funnel marketing activity. With the different data sources comes different methods for creating a synthetic control to accurately isolate the true incrementality of marketing.
Hong Zou — Lead Marketing Data Scientist, Adobe

1:05 – 1:20pm
Tackling the Challenges of TV Attribution
Streaming TV ads offer advertisers an effective, efficient way to reach and convert new customers. However, streaming advertising is full of challenges when it comes to measurement and optimization, including a lack of standard measurement, audience deduplication and ad frequency capping. To offer brands better measurement of national and local CTV campaigns, iSpot and Gamut are tackling the TV attribution challenges head-on. Learn about the methodology behind iSpot’s TV Conversions and the ability to successfully measure local foot traffic attribution.
Traci Will — Vice President of Analytics, Gamut
Stu Schwartzapfel — SVP of Media Partnerships, ISpot.tv

1:30 – 1:55pm
Panel Discussion
Moderator: Maggie Zhang — SVP, Measurement Strategy & Operations, Advertising & Partnerships, NBCUniversal

1:55 – 2:00pm
Closing Remarks
Alice K. Sylvester — Partner, Sequent Partners