Overview
Analytics uses historical information to learn from the past and predict the future. In times of disruption, these predictions can become invalid. So, should old analytic models be thrown away, or are they still useful? In this session, we will discuss how different companies are using a combination of historical and current information to make better predictions.
Featuring
- Host: J. Walker Smith, Knowledge Lead - Global Consulting Division, Kantar
- Panel:
- Sunando Das, Global Head of Predictive Marketing & Shopping Analytics, Unilever
- Stephanie Lakritz, Digital Data and Analytics Transformation Lead, NA, Mars
- Meghan Liefeld, Director of Consumer Insights, Champion Petfoods
Overview
For many years, AI/ML has been touted as the answer to better marketing decision making. But so far, use of AI in this area has been limited. In this session, we will discuss how different companies are incorporating AI/ML in their marketing decisions, and their successes and learnings.
Featuring:
- Elaine Rodrigo, Chief Insights & Analytics Officer, Reckitt
- Jenny Bullis, VP, Marketing Science, EMEA, Meta
- Jane Ostler, EVP Creative and Media Solutions, Kantar
6 July: The Marketing Investment Balancing Act: Short-term sales or long-term brand building?
Overview:
This event has now concluded. Please follow the registration link to access the recording.
Everybody agrees that there is a need to invest in achieving both short term sales, and brand building to protect longer term sales. The challenge is in deciding how to divide the limited marketing spends, and how to measure and prove it's working. In this session, we will discuss how different companies are making those decisions, and what they have learned in the process.
Featuring:
- Eric Schmidt, Senior Leader – Global Data & Analytics, The Coca-Cola Companies
- Loucenda Teter, Senior Director, Strategy & Insights, Darden
- Bhanu Bhardwaj, Director, Head of Marketing Science, Meta
- Host: Patrick Moriarty, SVP & Analytics Practice Leader, North America, Kantar
3 May: Dealing with the marketing data deluge: How to make data accessible and useful
Overview:
Businesses have a lot of data available to them but there are challenges in bringing it together, connecting it, finding insights and making those findings accessible to key decision makers. In this session, we will talk about the different types of challenges faced by companies, and what they are doing to tackle them.
Featuring:
- Cyrus Kelley, Vice President, Consumer Insights and Loyalty, Red Robin
- Debra J. Mednick, Sr. Manager Market Intelligence and Insights, BIC
- Cecilia Dones, Head Data Sciences, Moët Hennessy
- Doug Jensen, SVP Go-to-Market Analytics & Activation and Learning Center of Excellence Enterprise Marketing & Data, The ESTEE LAUDER COMPANIES
- Shardul Wartikar, VP and Head of Global Analytics Leads, Kantar