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Agenda 2020

Breakfast & Registration

Chairperson’s Opening

  Rebecca Visconti, AVP Marketing Analytics & Strategy, Mr. Cooper, Professor, Digital Marketing Analytics, Southern Methodist University

Facts: The Evolution of Data Driven Marketing in a Cookieless World: Understand What you Need to Know to Keep Pace with Change

For most of the digital age, marketers have relied on cookies to track the customer journey. Cookies have facilitated digital sales attribution for everything from affiliate links to banner ads to social posts and thus have been invaluable to marketers. Increasing consumer privacy regulation and moves by consumer tech giants will either reshape or eliminate cookie-based tracking as we enter an era of opt-in data sharing. Proving the effectiveness of your marketing spend and engagement in a cookieless environment offers marketers both new challenges and opportunities. Join the discussion as we rethink the world of marketing attribution for you to find ways to mitigate risks and capture opportunities. Key takeaways and outcomes:

  • Explore how to navigate and thrive in a new hyper personalized world without cookies
  • Understand how to effectively learn from your 1st party data (unstructured & structured data) such as consumer voice, sales, website visitors, marketing tactics
  • Learn how to integrate data & measurement to support data-driven marketing across web, blog, shop
Harpreet Singh, CTO & Co-founder, Kvantum

Challenges: Current View of the Data Privacy and Governance Rules and Regulations to Mitigate Risks and Capture Opportunities

GDPR, CCPA, LGDP and the slew of privacy regulations, the increased public’s awareness and fear over how their data is being used and the steps by consumer tech giants (Apple, Safari, Chrome, etc.) to put increased rules on how data is obtained and used are crippling business as usual for most digital marketers.   Once seen as an invaluable way to gain insight into our consumers habits the latest crackdown on third-party cookies and tracking, will continue to make identification, targeting and measurement more difficult. Key takeaways and outcomes:

  • Thoroughly understand the growing number of data privacy trends to ensure full compliance
  • Gain the knowledge and understanding of what you can and can’t do to not get caught up in dizzying web of rules and regulations
  Luke Mortensen, Director, Marketing Analytics, Global ROI and Americas, PayPal

Networking and Refreshment Break

Research Spotlight: Practices and Rules to Adapting to a Leaner Data Environment

What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? One of the Advertising Research Foundation’s (ARF) working groups conducted an experiment to address these issues and put forward recommended practices and rules of thumb in adapting to the new potentially data-leaner environment. Paul Donato, Chief Research Officer at the ARF, shares results.

  • Paul Donato, Chief Research Officer, Advertising Research Foundation (ARF)

Insights: A Peek Into the Walled Gardens-Perspectives from a Consumer Tech Giant to Shape your Post-Cookies Strategy

Amid growing concern around consumer privacy, browser developers continue to changes that are just another significant step towards a cookieless world.  By giving the consumer more control over how their browsing is tracked and shared is just one of many recent developments by global consumer tech giants to put an end to cookies. Key takeaways and outcomes:

  • Gain insights into the invaluable point of view from a consumer tech giant on what the new data privacy rules and regulations will mean and how they envision the future will be to offer unique advice on how marketers can thrive in a cookieless world
  • Explore the guidelines from their perspective for marketers to navigate this new ecosystem
  • Learn how you can continue to deliver relevant communications to consumers and customers
  • Uncover tools, metrics, tactics that you may not have fully considered yet to truly develop one-to-one relationships and more durable consent strategies that tie to actual users
Cole Strain, Head of Measurement Solutions, Partner Measurement, Pinterest

Applications: Is It Personalization or Just Plain Creepy? Learn the Best Data Practices to Drive Deeper Customer Relationships and Revenue Without Crossing the Line

Digital attribution as we have previously understood and embraced has changed. The fines and penalties for misusing data is profound and can ruin the reputation of a business. How do we exist in a world where the laws are clear but the practice is not? Despite what the media and various research reports may say, customers are willing to share certain data and will do so if the benefits to them outweigh the privacy concerns. And while 3rd party cookies have crumbled, 1st party cookies have more potential than people are tapping into. Key takeaways and outcomes:

  • Thoroughly understand what customers are willing to share and the potential value exchange you can unlock by being transparent
  • Learn how to develop insight-driven campaigns by analyzing all 1st party data that lives in various silos across the organization
  • Create a thorough “data checklist mentality” to uncover where your data is coming from and ensure that it is functioning to its fullest potential
  • Gain a full understanding of how you can and cannot utilize data to protect the organization from legal and ethical risk and ensure you do not have any missed opportunities within your company to create a massively successful value exchange with your customers.
Mark Coffey, EVP Partnerships, GasBuddy Organization

Problem Solving and Brainstorming Breakout

Networking Luncheon

Applications: Media Mix Modeling and Predictive Analytics to Effectively Measure and Hone the Impact of Marketing Spend

Simply put, marketers need to make better decisions about their marketing spend. Metrics and data on their own do not tell the full story about the effectiveness of the marketing campaign or spend as there are so many contributing factors/elements that ultimately lead to any conversion. Having a greater understanding and appreciation in the correlation between spend and the overall impact on sales can be achieved through the utilization of media mix modeling and predictive analytics. This not only helps marketers to have a more robust and accurate visibility into their marketing impact but also helps to provide insight for those outside of marketing to better understand the contributions and Return on Marketing Investment (ROMI). Key takeaways and outcomes:

  • Take a detailed look at Media Mix Modeling and predictive analytics to see what you can and should be measuring and how this can benefit your organization to make better informed decisions about your budget allocation
  • Understand how to better identify which offers will resonate with which customers and at which time to increase customer frequency and engagement
  • Gain real time ROMI insight to understand the best allocation to your marketing budget
  • Achieve optimization beyond ROMI through elasticity to increase agility by making real time decisions and changes in allocation of investment to more proven profitable channels
  Sachin Shroff, Senior Director, CRM & Marketing Analytics, The Container Store

Problem Solving and Brainstorming Breakout

Applications: Cookieless Tracking and Attribution Modeling Beyond Last Click to Demystify the Customer Journey

Conversions are an important success metric but they do not often provide the valuable insights into the customer journey.  Many marketers still focus on last click attributed conversion but there are many steps along that journey that can provide critical information to the enterprise. Key takeaways and outcomes:

  • Uncover ways to measure non-converting actions and understand how important going beyond last click is for your business
  • Learn the most effective non-conversion metrics and the benefits of each in order to find the appropriate insights for your unique business
  • Explore additional success metrics you should be tracking to prove your marketing effectiveness
  • Effectively prevent deterioration in data quality as a result of ITP and gain an understanding into the steps you should put in place to mitigate the risks
  Sharlene Jenner, Senior Director, Digital Marketing, Vizient

Problem Solving and Brainstorming Breakout

Networking and Refreshment Break

Application: Doing What Cookies Can’t Do: How Machine Learning and AI Applications Can be Used to Better Predict and Understand Customer Behaviors

AI and machine learning has the ability to capture all things that matter to your business for marketing to be effective. But where do you begin? Join the discussion as we explore the theory and practice of this revolutionary technology and what are some ways you can embrace their capabilities. Key takeaways and outcomes:

  • Explore the actual applications to better understand customer behaviors and how you can return to the office to speak logically about this new and disruptive (as well as exciting) advancements in marketing tech
  • Learn how to leverage algorithms to segment customers allowing you to provide the most relevant content
  • Gain insights into the practical and real-world applications that will enable you to have a better understanding of your customer and be able to predict where the customer is going, map their buying pattern, track what they consume, etc. leading to overall improved marketing performance
  Daniel Gremmell, VP Data Science, Plated

Problem Solving and Brainstorming Breakout

Application: The Basics of Identity Resolution and Cross-Device Attribution to Enhance the Personalization of Each Touchpoint

On average a consumer will have at least three devices that they use regularly.  And on each of those devices is a step in their conversion journey which creates a series of fragmented steps across channels and platforms.  It is challenging to connect those dots, especially given the current limitations on tracking activity.  In order to ensure marketing effectiveness you need to understand the impact of customer interactions across all devices allowing you to prioritize right content on the right channels at the right time and most importantly create lasting customer relationships. Key takeaways and outcomes:

  • Explore the basics of device ID targeting, cross-device attribution and identity resolution for you to be able to confidently understand who is on the other side of the browser, device, etc. thereby removing the disjointed and inaccurate view of your customer
  • Beyond IDFA and GAIDs learn how can you uncover more about the customer journey towards conversions
  • Learn the basics of tag governance, to make sure you do not have broken, duplicated or abandoned tags to ensure you are obtaining the most accurate and actionable data across devices

Problem Solving and Brainstorming Breakout

Chairperson’s Closing Commentary and Audience Takeaways

*The agenda is still in development, if you are interested in sharing your insights as a presenter please feel free to reach out to casey@momentumevents.com

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