Analytics & Data Science

ANALYTICS & DATA SCIENCE COMMITTEE MEETING: DATA DRIVEN, CONTEXT-AWARE, AI READY

Data is no longer just guiding insights—it’s powering intelligence. The organizations that lead are those that balance discovery with direction, curiosity with context, and quality with speed. From exploration to execution, the advantage lies not in having more data, but in getting the data right—turning information into action and AI into real intelligence. This will be the focus of ANA’s first Analytics & Data Science gathering of 2026.

Welcome & Introductions (11:00am-11:10am ET)
Tina Jordan, Vice President, Data Excellence & Privacy, Association of National Advertisers

I. WHEN THE DATA SPEAKS – AND WHEN BUSINESS SHOULD SPEAK LOUDER (11:10 am – 11:40 am)

In the world of data analytics, it's tempting to let the numbers lead the way. But what happens when the insights don’t quite match the business reality? In this session, UnitedHealthcare explores the balance between data-driven discovery and business context. Using real-world examples, they’ll show how analyzing the same dataset through different lenses—pure data exploration vs. business-informed frameworks—can lead to very different conclusions. Attendees will walk away with practical guidance on when to trust the data, and when to let business goals shape the story.

Speakers:
Amy Neftzeger, Director, Senior Director, Data Science, UnitedHealth Group
Mark Kanner, Director, Data Science, UnitedHealth Group

II. DATA IN CONCERT: HARMONIZING INSIGHTS FOR OMNICHANNEL ENGAGEMENT (11:40 am – 12:10pm)

In today’s complex marketing ecosystem, delivering a true omnichannel experience hinges on the ability to lean deeply into enterprise data. But many organizations still operate in silos—fragmenting customer insights, slowing activation, and limiting personalization.

This session offers a strategic blueprint for transforming data into a unifying force across channels. She’ll explore how brands can shift from reactive analytics to proactive insight generation—driving cohesive customer experiences, measurable performance, and real-time adaptability.

Key Takeaways:
• Lean into Data as a Strategic Asset: Build data practices that fuel customer understanding and omnichannel relevance—moving beyond surface-level metrics.
• Break Down Operational Silos: Foster alignment between marketing, analytics, and technology teams to unify messaging, targeting, and measurement.
• Activate Insights in Real Time: Develop systems that support rapid testing, learning, and personalization across the customer journey.
• Design for Reusability and Scale: Use data product thinking to create modular, trustworthy insights that power consistent activation across platforms.
• Measure What Matters: Implement frameworks that attribute value across touchpoints, not just within channels—ensuring the full customer journey is understood and optimized

Speaker:
Keerti Purohit, Executive Director of Data Strategy Analytics, Verizon

III. FUELING AI: THE CRITICAL ROLE OF HIGH QUALITY DATA (12:10- 12:40pm)

As organizations race to harness the power of artificial intelligence, one truth stands firm: AI is only as good as the data that fuels it. This session explores why data quality is the foundation of AI success—shaping accuracy, trust, and performance at every stage. Learn how Nationwide is balancing governance with speed, building the right data infrastructure, and adopting emerging tools that help “get the data right” from day one. Whether you’re modernizing your data pipelines or refining your AI models, this discussion will help you ensure that quality, not quantity, drives your competitive edge.

Speaker:
Colleen Saunders-Chukwu, AVP, Data Sciences & Analytics, Nationwide

IV. DATA FOR AI: FUELING SMARTER MODELS WITH QUALITY, EXPERIMENTATION AND SYNTHETIC DATA (12:40 pm – 1:10pm)

AI’s vast potential can aspire only as high as the value of the quality of the data behind it. With key findings and discussions from ANA’s recently released “Data for AI; Quality, Experimentation and Data: Data Strategy for Marketing, AI Applications and Playbook. This session explores how to build stronger, more trustworthy marketing AI by focusing on what matters most—data quality, smart experimentation, and the creative use of synthetic data. Learn how to prepare, govern, and optimize data that drives innovation, personalization, and performance. Walk away ready to “get the data right” and make AI your next competitive edge. Download a free copy of ANA’s Data for AI Playbook HERE

Speaker:
David Fogarty, Executive Vice President, ANA

V. CLOSING REMARKS (1:10-1:15pm ET)