Spring 2021 Highlights

Welcome – Turning Data into Expertise Through Disruption and Beyond

Nancy Smith, President & CEO, Analytic partners

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Nancy started the day off with an overview of how AP is delivering value to our clients, driving global growth and adapting to be able to overcome current challenges brands are facing. She highlighted how solutions such as Commercial Mix Analytics and Agile Learning have been helping our clients futureproof their measurement. In addition she touched on the opportunities to build customer relationships and drive analytic adoption in the midst of current data disruption. Finally, Nancy outlined how AP is working to move the industry forward by diversifying, technifying and magnifying.

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Panel: The Power of Decisioning in Action

Featuring McDonald’s and Microsoft

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In this panel discussion, Kathleen Magnusen of Microsoft and Alex Gaski from McDonald’s provided an in-depth look at how decisioning has been a critical tool in both strategic and tactical planning. McDonald’s discussed how decisioning tools allow for future-focused creativity by providing confidence in testing and tailoring content for campaigns. For Microsoft, utilizing decisioning tools made it easier to facilitate organizational adoption and demonstrate results in a way that resonated across the organization. Both Kathleen and Alex spoke about the critical importance of getting the timing right when planning, the benefit of Commercial Mix Analytics delivered through GPS Enterprise for agility and speed.

Panel: How to Future-Proof Amidst Disruption

Featuring Carter’s and SEI

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In this panel discussion, Jennifer Lee Harrison of Carter’s and Angela Jarvis of SEI spoke about how they’re moving beyond traditional measurement options to plan for the future. A holistic Commercial Mix Analytics approach allowed SEI to move forward from a point where only half of marketing strategy and spend was trackable to a deeper insight into what is working and how, channel by channel. For Carter’s, the move was about stepping away from a bottoms-up approach that focused only on the lower funnel and instead shifting to a multi-level, multi-dimensional approach to get the whole picture. Ultimately, that shift led to the ability to measure incrementality and demonstrate results in such a way that organizational adoption increased as well.

Industry Expert Session

Joanna O’Connell, VP, Principal Analyst, Forrester

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In this industry expert session, Joanna O’Connell took a deeper dive into the impact of data deprecation and future predictions for advertising, marketing and beyond. She posited that the balance of advertising has been lost in the age of the consumer, with data deprecation foreboding major disruption, including consumer actions, privacy regulations, browser and operating system restrictions, and walled gardens. To succeed in the future, which will be less “wild west” and more “gated community”, brands need to focus on transparency, providing meaningful choice (i.e. opting down vs. opting out and other forms of data minimization), a tangible value exchange, and focus on relationship-building.

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ROI Genome: The Latest Insights

Mike Menkes, Senior VP, Analytic partners

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In his overview of the latest insights from the ROI Genome, Mike Menkes focused on how brands can win online, balance brand and demand for both short-term wins and long-term growth, and how to maximize impact within walled gardens. Analytic Partners uncovered $2.6B in growth opportunities in 2020, and Mike shared how brands that adopt measurement programs and scenario planning can achieve an average of 25-70% ROI gains.

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