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WELCOMEWelcome to the Attribution Accelerator! We’re so glad you could join us.
Marketing mix modeling and digital attribution are powerful tools that help us understand which touchpoints drive
consumer conversions. But they need to evolve. As attribution moves beyond digital, it needs comprehensiveness
and -scientific rigor. As marketing mix modeling moves beyond traditional, it needs more granularity, timeliness,
and actionability.
Brought to you by Sequent Partners, Time Inc., Viant, GreenBook, and a variety of expert partners, the Attribution Accel-
erator is a new fast-paced forum chock-full of opportunities to learn, collaborate, network, and influence the future. With
the Attribution Accelerator, we’ve brought together some of the brightest minds in marketing measurement for a unique
forum designed to quicken the pace of innovation, fortify the science, and galvanize the industry toward new solutions.
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[email protected], and we’ll get back to you ASAP.
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next week. We’ll send an email to you once they’re available!
AGENDA
7:30AM–8:30AMRegistration & Welcome Smoothies
8:30AM–8:45AMWelcome & Opening Remarks
Alice K. Sylvester, Jim Spaeth (Sequent Partners)
& Christine Wu (Time Inc.)
8:45AM–9:05AMKeynote: The Unrelenting Demand for Better
Marketing ROIs – Can Analytics Deliver?
Tony Pace (Cerebral Graffiti, Former Subway, &
Association of National Advertisers)
9:05AM–9:45AMMarketers Views: Integrating Digital &
Traditional – Can Attribution Modeling
Get There?
Moderated by Damian Garbaccio (Nielsen
Marketing Cloud) with panelists Theresa
LaMontaigne (Verizon), Brittney Henderson
(WeightWatchers), Michael Wexler (Citibank)
& Eamon Boyle (Assembly)
9:45AM–10:25AMMarketers Views: Improving
Actionability – Can Mix Modeling Match
the Speed and Granularity of Attribution?
Moderated by Tina Moffett (Forrester) with
panelists Doug Jensen (Estee Lauder), Brian Smith
(Mediabrands Insights) & Shawn O’Neal (Unilever)
10:25AM–10:45AMPeople-Based Advertising: The Key to
Next-Generation Attribution
Tim Vanderhook (Viant)
10:45AM–11:00AMNetworking Break & Innovation Showcase
11:00AM–11:40AMAdTech – Beyond Targeting To ROI
Moderated by Josh Chasin (comScore) with panelists
Taylor Schreiner (TubeMogul), Pravin Chandiramani (Simul-
media), Pete Doe (Clypd), & Alex LePage (Rubicon Project)
11:40AM–12:00PMGo Beyond the Silo of Digital Attribution
Towards Full Customer Attribution™
Nigel Foote (Ipsos MMA EMEA)
12:00PM–12:20PM Frontline Report: The Mobile Marketing
Association Attribution Study
Joel Rubinson (Rubinson Partners) & Greg Stuart (MMA)
12:20PM–1:05PMLunch & Innovation Showcase
1:05PM–1:40PMPanel: Next Generation Data to Fuel Next
Generation Models
Moderated by Scott Lichtenthal (Booz Allen
Hamilton) with panelists Daniel Tjondronegoro
(Beatgrid Media), James Fennessy (Standard
Media Index), Sean Muller (iSpot.tv) & Srishti
Gupta (IRI Media Center of Excellence)
1:40PM–2:00PMFrom Solutions to Systems – The Era of
Clouds is Upon Us
Mark Zagorski (Nielsen Marketing Cloud)
2:00PM–2:30PMManagement Commentary: Issues & Priorities
Moderated by Alice K. Sylvester (Sequent
Partners) with panelists Adam Weiler (Spark
Communications), Ravi Parmeswar (Johnson
& Johnson) & Thomas Bauer
(McKinsey & Company)
2:30PM–2:50PMUsing First Party Purchase and Geo-Location
Data to Optimize Mobile Campaigns in Flight
Bijal Shah (Ibotta)
2:50PM–3:20PM Techniques That Work...Those That
Don’t, and Why
Moderated by Ken Mallon with panelists
Michael Cohen (Covertro & AOL Platforms),
Nancy Smith (Analytic Partners), Leslie Wood
(Nielsen Catalina Solutions), Rex Briggs
(Marketing Evolution) & Dirk Beyer (Neustar)
AGENDA
3:20PM–3:40PMNetworking Break & Innovation Showcase
3:40PM–4:10PM The Epic Challenge – Delivering ROI, Not Audiences
Moderated by Kris Magel (Initiative US) with panelists
Caryn Klein (Time Inc.), Casey Carey (Google) &
Larry Allen (Turner)
4:10PM–4:30PMRethinking Ad Effectiveness
Chris Kelly (Survata)
4:30PM–5:25PMInnovations for Your Consideration – An Innovation Fair
Moderated by Jane Clarke (CIMM), presentations by Michael
Wolfe (Bottom-Line Analytics), Chris Rorie (Foursquare), Dan-
iel Tjondronegoro (Beatgrid Media), Alison Lohse (Conversion
Logic), Haren Ghosh (analyticMIX), Carla Holtze (Parrable),
Matt Voda (Optimine), & Aden Zaman (Samba TV)
5:25PM–5:55PM Panel: The Vision, The Roadmap, and The Promise
Moderated by Jim Spaeth (Sequent Partners) with
panelists Gayle Fuguitt (The Advertising Research
Foundation), Erin Matts (Annalect), Michael Eichorst
(Citibank) & Kevin Moeller (UM)
5:55PM–6:40PMClosing Remarks & Networking Reception
Sponsored by Survata
The marketing world has never been more complex.
Consumers are generating more data than marketers can
handle as they watch, buy, and interact across physical
touch points and digital screens. Advertisers have the
opportunity to market more effectively than ever before,
but in trying to make sense of all this data, they are faced
with a dizzying array of “point solutions” that do little to
make managing and employing all of this data any easier.
Marketers must also factor in changing consumer
expectations when it comes to advertising. Finding
messages that resonate has become a far more byzantine
task. Adding to these challenges, there is increased
pressure from the executive suite to quantify the
return-on-investment (ROI) for advertising. With over
69% of Fortune 1000 companies unable to quantify the
long-term impact of their marketing spend (and 63%
unable to quantify short term impact1) we’ve got a bit
of a problem on our hands, to say the least.
Enter the Marketing Cloud Arriving at the confluence of all of these trends was the
marketing cloud. Filled with functionality, promising clarity
and promoting simplicity, the first wave of offerings was
heavy on firepower, but light on real results. The number
of apps (email, CRM, DMP, etc.) included in the marketing
cloud rapidly took precedence over how well they worked
together. Additionally, like any engine, these marketing
stacks were only as good as the fuel powering them. In
many cases, marketers were running turbo-powered V-8s
on lawnmower fuel, and the results showed. Marketers
remained confused and unimpressed by the new tech on
the block.
Data Quality Makes its Mark As marketing clouds proliferate, it has become increasing-
ly clear that the old adage “garbage in, garbage out” not only
applies to the challenge marketers face in gaining the critical
insights needed to accelerate the power of their newly ac-
quired toolsets, but also in their ability to improve marketing
ROI. The difference between a successful marketing cloud
implementation and a less than stellar one is the quality of
the data. It all starts with the precision of the insights avail-
able about consumers and what is driving their behavior.
Holes or gaps in this data result in faulty conclusions.
The way many marketing stacks respond to the data
challenges we face is to “go big.” Unfortunately, “bigger”
on its own is rarely better. All big data has bias and cov-
erage gaps. If marketers really want to have confidence in
the consumer information they receive, they need to ask
how their audience models are being built and if those
models are being calibrated with a representative set of
real people. This type of “cleansing” exercise helps make
all that big data much smarter.
Harnessing the Power of Data Science The next step is to bring media planning, marketing
activation and campaign analytics together in a single
workstream. To start, marketers need to be able to con-
duct complex analyses on a wide range of consumer and
media information, including their own first-party data and
ARTICLE: MAKING SENSE OF MARKETING CLOUDS
[1] Source: “Companies lack quantitative metrics to demonstrate marketing spend impact,” Slide 60, CMO Survey Report: Highlights and Insights, CMOSurvey.org, Feb 2016.
Mark Zagorski,EVP of Nielsen Marketing Cloud
data from third-party sources. Next, they need to be able
to reach consumers across devices in a consistent and
meaningful way, easily evaluate the results and optimize
tactics as quickly as possible.
For example, a consumer packaged goods (CPG) com-
pany can use marketing cloud based applications, such as
a Data Management Platform (DMP), to connect consum-
er purchase data from multiple third-party sources to its
first-party information from places like its CRM, website or
mobile app.
Armed with these data insights, this company can now
generate more relevant messages encouraging consum-
ers to switch from another brand, buy more of their own
product, or take other actions to drive loyalty. Furthermore,
through a continuous cycle of consumer data analysis and
device mapping the right marketing cloud can help this
brand see users across multiple devices and analyze in
real-time what’s working and what’s not.
Not All Marketing Clouds Have a Silver Lining If results, not feature lists, are the metric by which mar-
keting clouds are evaluated then data quality and analytics
are what will make one stack stand above the rest. Market-
ers should look for marketing cloud providers that under-
stand how to best apply consumer and media data first,
with analytics capabilities a close second.
The right combination of data and marketing technology
enables companies to cut through the complexity of big
data, achieve a fully-integrated view of their customers and
power more efficient, better performing marketing. The
wrong system, overburdened by features and running on
low octane data, will deliver incomplete results, betraying
the promise of an “integrated stack.”
ARTICLE: MAKING SENSE OF MARKETING CLOUDS
Mark brings almost 20 years of digital marketing
leadership to his role as head of the Nielsen Marketing
Cloud and the former-CEO of eXelate. Since launching
eXelate’s U.S. operations in 2008, Mark has expanded
the company’s global data footprint to over 2 Billion
consumers, grew its application ecosystem to include
over 150 partners and launched its market leading
enterprise data platform, now the heart of the Nielsen
Marketing Cloud. In March of 2015, Mark successfully
led the sale of eXelate to the Nielsen Company, the
global leader in measurement and analytics.
Mark has been at the forefront of digital disruption
since 1997 when he joined Modem Media Poppe Tyson,
a pioneering digital ad agency and birthplace of the first
banner ad. Following his agency tenure working for
clients like IBM, Priceline and Standard & Poor’s, Mark
was appointed President of WorldNow, which ushered
over 300 TV stations into the digital age. He later helped
newspapers evolve online as Chief Marketing Officer
and Corporate EVP of MediaSpan, where he built its
1400+ affiliate local network.
ABOUT MARK ZAGORSKI, EVP, NIELSEN MARKETING CLOUD