2025 ANA Masters of Data Conference

TIME	EVENT DETAILS	LOCATION
Monday, August 11, 2025
8:00am - 5:30pm	REGISTRATION OPEN	Grand Ballroom Foyer (IN-PERSON ONLY)
9:00am - 10:30am	ANA MASTERS OF DATA ROUNDTABLE DISCUSSIONS - IN-PERSON ONLY YOUR INSIGHTS MATTER: RETHINKING MARKETING DATA LEADERSHIP: HOW TO ACTIVATE THE FOUR PS FOR THE NEXT ERA Join us for an interactive exploration of the most pressing challenges and opportunities in the marketing data ecosystem through the lens of the Four Ps: People, Platforms, Processes, and Partners. Together, we’ll deep-dive into how marketing and data leaders can: Empower People with the skills, culture, and leadership to deliver data-driven transformation. Leverage Platforms to unify data sources and drive actionable customer insights at scale. Optimize Processes for agility, speed, and better orchestration of customer journeys and brand trust initiatives. Engage Partners strategically to extend capabilities and accelerate innovation. Through roundtable discussions on Customer Journeys, Brand Trust, B2B, and Marketer Data Leadership, you’ll share learnings and co-create strategies that align with these pillars to unlock value and drive marketing performance. Moderators and table representatives will then synthesize perspectives in a dynamic fireside chat, surfacing actionable ideas you can bring back to your teams. Joan Fitzgerald Vice President ANA Data Excellence Practice Jonathan Margulies Managing Partner Winterberry	Gallery 2 (IN-PERSON ONLY)
11:00am - 12:30pm	B2B DATA EXCELLENCE COMMITTEE AND LAB – IN-PERSON ONLY ANA B2B DATA ACTION GUIDES: LAB & COLLABORATION Help shape the future of B2B marketing. This in-person-only Lab invites marketers to contribute directly to the ANA B2B Data Action Guides—practical, insight-driven tools designed to align sales and marketing, elevate audience targeting, and integrate data across the customer journey. Whether you’ve been part of the journey or are joining for the first time, this is your chance to collaborate, learn, and leave your mark on an industry resource that will drive real impact. What to Expect: A preview of the working draft Action Guides (built to complement the B2B Playbook) Three guided roundtable discussions on: Aligning Sales and Marketing Elevating Audience Targeting Integrating Data Across the B2B Journey Peer collaboration and direct input into the next iteration of these industry tools Lunch will be served. Note: Meeting is in-person only and seating is limited.	Gallery 2 (IN-PERSON ONLY)
1:00pm - 1:05pm	WELCOME REMARKS David Fogarty Senior Vice President, Data Excellence & Privacy Practice ANA Michelle Froah Global Chief Marketing & Innovation Officer and SVP of Corporate Solutions ETS	Grand Ballroom (HYBRID)
1:05pm - 1:40pm	FROM INVESTMENT TO IMPACT: LA-Z-BOY’S DATA-DRIVEN BRAND MEASUREMENT JOURNEY How do you quantify the value of the largest brand investment in company history - while staying privacy-safe and data-driven? Discover how La-Z-Boy, in partnership with Analytic Partners, transformed brand measurement from an abstract concept into a source of commercial advantage. Learn how La-Z-Boy moved beyond traditional metrics to embrace a holistic, forward-looking approach - bridging brand health and business performance through shared data models and decisioning frameworks. The result? Faster, clearer decisions. Fewer silos. More measurable impact. Whether you're looking to elevate your measurement capabilities or better align marketing with the C-suite, this session shows how data can turn brand strategy into bottom-line results. Jason McNellis Vice President, Commercial Analytics Ambassador Analytic Partners Nelly Martinez Garza Senior Director of Consumer Marketing La-Z-Boy Corporate View Event Recap	Grand Ballroom (HYBRID)
1:40pm - 2:15pm	TRUST, BUT VERIFY: BUILDING A STANDARD FOR MMM YOU CAN ACTUALLY RELY ON As MMM adoption accelerates, most models still lack transparency, governance, and reproducibility. This session introduces the Open Source MMM Validation Framework—an open-source package designed to bring accountability and transparency to the process of evaluating a market mix model. Learn how CMOs and practitioners can apply a practical package of tests for accuracy, stability, and robustness to build trust in the models that guide multi-million-dollar decisions. And how this framework will change the world of modeling for the better. Henry Innis CEO and Co-founder Mutinex View Event Recap and Related Materials	Grand Ballroom (HYBRID)
2:15pm - 2:50pm	CROSS-MEDIA, REALIZED: AQUILA’S BREAKTHROUGHS IN TRANSPARENT MEASUREMENT The marketing industry’s long-standing pursuit of transparent, privacy-respecting cross-media measurement is closer to reality than ever. In this session, attendees will get an inside look at the progress made by ANA Aquila LLC—ANA’s dedicated subsidiary driving this industry-wide transformation. From the successful deployment of Kantar Media’s calibration panel in over 1,000 U.S. homes to technology development with Accenture, Aquila is advancing a deduplicated reach and frequency solution that works across all major platforms, including Google, Meta, Amazon, TikTok, and more. Backed by major brand funders and aligned with WFA’s North Star principles, the Aquila initiative is poised to launch advertiser trials in 2025 and full implementation in 2026. This session will unpack what’s been built, why it matters for marketers, and how this solution can help reclaim wasted spend, improve media effectiveness, and elevate the consumer experience. With industry momentum, new leadership, and measurable progress, Aquila is paving the way for accountable media measurement at scale. Tina Daniels President and Chief Operating Officer Aquila David Rosenblum VP, Global Media Mattel, Inc. View Event Recap and Related Materials	Grand Ballroom (HYBRID)
2:50pm - 3:25pm	MORE DATA ≠ BETTER DECISIONS: ESCAPING ANALYTICS PARALYSIS WITH CONNECTED INSIGHTS Marketers and data strategists face a data deluge —instead of empowerment, many feel stuck. Contradictory metrics, disconnected data, and analysis overload have slowed teams down and eroded confidence in decision-making. This session focuses on the path forward: how connecting insights across research, targeting, activation, and measurement directly aligns with outcomes. Attendees will explore how to cut through the noise and make data work smarter—not harder. We’ll introduce the Data Navigator—a strategic operator who curates data, removes the noise, and turns analysis into execution. For organizations seeking to simplify complexity and accelerate results, this approach is both practical and urgent. If you're ready to start making faster, sharper decisions, this session offers a clear, actionable blueprint. Brent Seaborn Chief Data Scientist and Co-Founder Tunnl View Event Recap and Related Materials	Grand Ballroom (HYBRID)
3:25pm - 3:45pm	NETWORKING BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
3:45pm - 4:20pm	OPTIMIZING OMNICHANNEL: IMPROVING RESULTS THROUGH MEASUREMENT In today’s fragmented media landscape, executing an effective omnichannel strategy is more critical—and complex—than ever. This session will explore how measurement can be the key to unlocking better performance across both online and offline channels. The session emphasizes the foundational principle: what gets measured, gets optimized. Attendees will learn practical, data-driven techniques to strengthen campaign impact by refining audience targeting and aligning performance metrics across multiple touchpoints. Key Takeaways: The Power of Unified Measurement: Discover how integrating data from various channels can provide a more comprehensive view of campaign effectiveness and the importance of consistency in KPIs and how unified dashboards can drive better decision-making. Audience Targeting Reimagined: How advanced analytics improve targeting strategies. Insights include tactics for segmenting audiences more effectively and leveraging first-party data to personalize messaging across platforms. Closing the Online-Offline Gap: Optimizing omnichannel campaigns often requires measuring performance in both online and offline marketing channels, and online and offline sales channels. Proven technologies like match backs, personalized QR codes, and unique promo codes can help. Chris Karpenko Executive Director USPS View Event Recap and Related Materials	Grand Ballroom (HYBRID)
4:20pm - 4:55pm	PLAN NOW, WIN LATER: OVERCOMING ECONOMIC UNCERTAINTY WITH AI-POWERED DATA Marketers today face a self-fulfilling prophecy: they hesitate to invest because they're unsure where consumers will spend – and consumers, in turn, pull back. But smart marketers know how to break the cycle: with real-time, predictive data that finds consumers who are still spending. Jonathan Ricard Chief Strategy Officer Resonate View Video and Presentation	Grand Ballroom (HYBRID)
4:55pm - 5:00pm	CLOSING REMARKS David Fogarty Senior Vice President, Data Excellence & Privacy Practice ANA	Grand Ballroom (HYBRID)
5:00pm - 6:00pm	RECEPTION	Tortuga Terrace (IN-PERSON ONLY)
Tuesday, August 12, 2025
7:00am - 5:30pm	REGISTRATION OPEN	Grand Ballroom Foyer (IN-PERSON ONLY)
7:30am - 8:30am	BREAKFAST (Sponsored by Digitas)	Grand Ballroom (IN-PERSON ONLY)
8:00am - 8:20am	THE TRUE/FALSE GAME: NEW RULES OF MARKETING MEASUREMENT Grab your polling cards and join in on a game where we challenge the latest in Measurement. In a world where consumers bounce between platforms and touchpoints, it’s easy to fall for some of the biggest myths in measurement. Digitas’ Jen Faraci, Chief Data Officer, and Megan Jones, Chief Media Officer, will kick off the day with an engaging “True/False” game—exploring what’s real, what’s outdated, and what might be leading your measurement and media strategies astray. They will reveal the hidden truths behind today’s measurement approaches and show how the smartest brands are benchmarking performance—not just in transactions, but across culture, content, and commerce—and using those insights to create more impactful media activations. Key Takeaways: True or False Edition True or False: You can spot “measurement lies” in dashboards and always focus on what really matters. True or False: There’s a simple framework for finding and filling every gap in your current metrics. True or False: Past behaviors are no longer predictive of future behaviors. True or False: Benchmarking brand relevance is impossible in today’s constantly shifting market. True or False: Multiple metrics are required to accurately understand performance. Jennifer Faraci Chief Intelligence Officer Digitas Megan Jones Chief Media Officer Digitas	Grand Ballroom (HYBRID)
8:30am - 9:00am	OPENING REMARKS Bill Tucker Group EVP ANA View Video and Presentation	Grand Ballroom (HYBRID)
9:00am - 9:05am	HOUSEKEEPING REMARKS David Fogarty Senior Vice President, Data Excellence & Privacy Practice ANA	Grand Ballroom (HYBRID)
9:05am - 9:40am	NAVIGATING THE COMPLEXITIES OF CLEAN ROOMS TO UNLOCK VALUE FOR CPGS Imagine stepping into a world where data is both a treasure and a puzzle. In this session, we'll embark on an exploration of clean rooms and their enigmatic role in the realm of CPGs. Using the pragmatic lens of a Data Scientist, our talk will guide you through the labyrinth of clean rooms, revealing their hidden potential and the challenges they pose. We’ll discuss how market forces shape the efficiency and effectiveness of marketing tactics and customer segments and why navigating clean rooms requires a unique blend of data science prowess. Along the way, we'll encounter the hurdles of privacy, the evolving landscape of technology, and the intricacies of building ML models within clean rooms. And just when you think you've grasped it all, we'll delve into the limitations that make activation a complex endeavor. At the end of our talk, participants should have a better appreciation for their potential as well as complexities of working with clean rooms and how they can transform the way we harness data for growth. ANA Data Clean Rooms Playbook Please note this session is not available for on-demand viewing and must be watched live. Ali Kefeli Head of Strategy, Advanced Analytics & Data Science Kimberly Clark	Grand Ballroom (HYBRID)
9:40am - 10:15am	THERE’S NO SUCH THING AS AI-READY DATA – BUT YOU CAN START WITH STEP 1 Most AI initiatives stall—not from lack of ambition, but from fragile data foundations. At Nationwide, we’re replacing the myth of “AI-ready data” with a Consumable Data Ready Environment. In this session, Matt Brooks shares a practical playbook to accelerate AI, dashboards, and analytics by building trust-first infrastructure: anomaly detection, automated validation, reference/master/metadata strategies, and purposeful cataloging that supports adaptive data governance. Learn how this approach super-serves use-case development, drives functional alignment, and protects customer trust. Whether you're in analytics, governance, or the C-suite, you’ll leave with tangible strategies to scale impact—securely, ethically, and fast. Matt Brooks Insurance \| VP, Head of Data Enterprise Tech Nationwide View Event Recap and Related Materials	Grand Ballroom (HYBRID)
10:15am - 10:22am	FIRE STARTER SESSION BY GWI: RETHINKING INSIGHTS – ENGINEERING SYSTEMS THAT OPERATIONALIZE HUMAN COMPLEXITIES Start building a future where teams don’t just move data, they move meaning. Forget “one-size-fits-all” models. The next wave of growth comes from systems that embed real consumer understanding at the heart of every decision. Achieving this hinges on making insights operational by connecting real people’s nuanced attitudes and behaviors to seamlessly create outputs that feel truly personal and actionable. Join GWI to explore how integrating consumer insights directly into your workflows transforms statistical relevance into business-critical action and accelerates outcomes that matter. Recontextualize how you use insights Build better, richer, data stacks See rapid conversion of insights to action Laura Connell Senior Solutions Consultant Manager GWI View Event Recap and Related Materials	Grand Ballroom (HYBRID)
10:22am - 10:45am	NETWORKING BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
10:45am - 11:20am	CRAFTING THE MARKETING STORY THROUGH DATA Learn how Delta Air Lines utilizes the power of data to deliver insights that shape Marketing strategy and illustrate how Marketing delivers on Enterprise business goals. This session will explore the transformative journey of evolving advancements in predictive modeling and the utilization of data in marketing measurement and audience modeling. We will discuss the art of effective storytelling and best practices for shaping your data to illustrate Marketing effectiveness. Jennifer Gassman GM Integrated Insights and Analytics Delta View Video and Presentation	Grand Ballroom (HYBRID)
11:20am - 11:55am	FROM FOMO TO ROI: DEMYSTIFYING AI THROUGH DATA-DRIVEN MARKETING As AI dominates headlines, many marketers face the pressure to act quickly—often driven more by fear of missing out than by a clear, data-backed strategy. But turning AI into a true growth driver requires more than experimentation; it demands a disciplined approach to data, scale, and ROI. In this session, hear how Kellanova—a 118-year-old startup behind brands like Pop-Tarts, Pringles, and Cheez-It—is evolving its marketing playbook by embedding AI into its brand-building strategy. We’ll unpack how to build a foundation for AI that’s rooted in data and business outcomes, with three proven use cases that move beyond hype and into measurable results. If you’re looking to drive real impact with AI, this session offers a grounded, data-first roadmap that connects innovation with value. Lu Cotterill Global Senior Director, Marketing Insights and Intelligence Kellanova View Event Recap and Related Materials	Grand Ballroom (HYBRID)
11:55am - 12:30pm	UNLOCKING GROWTH: BUILDING INTUIT’S SMB MEDIALABS AND THE POWER OF FIRST-PARTY DATA Launching a new business inside a global brand isn’t easy—but it can be transformative. In this session, Dave Raggio shares how Intuit turned its QuickBooks first-party data into Intuit SMB MediaLabs: a new platform helping marketers reach small businesses at scale. Hear firsthand how leadership buy-in was secured, internal systems were unlocked, and a powerful data layer was built—creating both new value for brands like FedEx and Charter and a roadmap for marketers seeking to activate owned data assets. Dave Raggio Vice President Intuit SMB MediaLabs	Grand Ballroom (HYBRID)
12:30pm - 1:30pm	LUNCH	Grand Ballroom (IN-PERSON ONLY)
1:30pm - 2:05pm	THE NEW MARKETING METRIC: MEASURING SKILLS WITH AI AND DATA In today’s AI-powered marketplace, winning brands are the ones whose people keep pace with technology. But how do you know if you or your teams have the skills needed—and how can AI help you measure and grow those skills? Michelle Froah and Tanner Jackson will share how AI-driven skills measurement is helping organizations and individuals decode today’s talent and build for tomorrow. They’ll share why this matters for marketers now—whether it’s boosting data fluency, activating AI tools responsibly, or closing the skills gap that could stall growth. Expect real-world insights and practical steps to keep you and your teams ahead of the curve, human, creative, and ready for the next wave of AI innovation. Michelle Froah Global Chief Marketing & Innovation Officer and SVP of Corporate Solutions ETS Tanner Jackson General Manager of Corporate Solutions ETS View Event Recap and Related Materials	Grand Ballroom (HYBRID)
2:05pm - 2:40pm	FROM FRAGMENTED TO FUTURE-READY: HOW BAYER UNIFIED ITS DATA AND MEASUREMENT TO DRIVE MARKETING GROWTH Discover how Bayer transformed its marketing effectiveness by unifying fragmented data sources and measurement methodologies into a single, future-ready framework. In this session, Bayer will share how they partnered with TransUnion to integrate identity-powered data, Media Mix Modeling, Multi-Touch Attribution, and experimentation into a cohesive system—enabling a holistic view of performance across channels and regions. Learn how this unified approach, anchored by Bayer’s proprietary FOMO (Future of Measurement and Optimization) model, empowered their teams to optimize spend, uncover insights from previously unmeasured channels, and drive consistent double-digit growth in marketing-sourced revenue. Attendees will walk away with practical strategies for breaking down data silos, aligning stakeholders, and building a measurement ecosystem that’s resilient to market and technology shifts. Marc Vermut VP of The Knowledge Lab TransUnion Jeremy Rose Head Of Unified Marketing Measurement Bayer View Video and Presentation	Grand Ballroom (HYBRID)
2:40pm - 3:15pm	SCALING PERSONALIZATION THROUGH FIRST-PARTY DATA: LOWE’S STRATEGY FOR GROWTH AND EFFICIENCY Lowe’s understands that the home improvement journey is unique for each person, shaped by different life stages and moments. That’s why Lowe’s is deeply committed to understanding its customers to make home improvement easier and more exciting. As personalization grows more complex in a privacy-first world, Lowe’s is doubling down on its loyalty ecosystem strategy to capture and use first-party data to drive both scale and speed. Lowe’s Amanda Bailey will offer a practical look at how the retailer is differentiating its value proposition and experience to stay ahead of shifting customer expectations and data regulations. She will also share how Lowe’s is leveraging unified customer data, AI and an agile team approach to turn insights into actions — enabling smarter segmentation, real-time decisions, and seamless experiences. Amanda Bailey Vice President, Customer Marketing & Loyalty Lowe's View Video	Grand Ballroom (HYBRID)
3:15pm - 3:35pm	NETWORKING BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
3:35pm - 4:10pm	HARNESSING DATA INNOVATION TO DRIVE MODERN MARKETING SUCCESS In an era defined by data disruption and rising consumer expectations, marketers must evolve quickly and responsibly. In this session, Holly Yonosko, Chief Analytics Officer at Acxiom, explores the future of data-driven marketing through a practical and strategic lens. From harnessing the full potential of first-party data to activating AI-powered segmentation and secure data collaboration, Holly shares actionable strategies that drives real business outcomes. She demystifies the role of data clean rooms in privacy-safe data partnerships, outlines the next evolution in marketing measurement, and offers guidance on aligning data efforts to marketing objectives. Attendees will walk away with real-world examples, tactical insights, and a clear roadmap to unlock smarter customer engagement, greater ROI, and long-term data maturity. Holly Yonosko Chief Analytics Officer Acxiom View Event Recap and Related Materials	Grand Ballroom (HYBRID)
4:10pm - 4:45pm	WHY DATA PRIVACY SHOULD BE ON EVERY MARKETER’S RADAR Privacy laws and regulations are rapidly reshaping the data-driven marketing landscape—and every marketer must be attuned to the ever-changing rules governing the responsible use of data. This session will connect recent ANA findings on the value of advertising with the growing regulatory pressures at both the federal and state levels. From renewed efforts to enact a national data privacy law to aggressive state actions targeting geolocation and sensitive data, the environment is shifting fast. You’ll gain insight into why these changes matter to marketers, how to prepare for increased fragmentation, and what steps you can take now to align with your legal and government affairs teams. Whether you're planning campaigns or leading data strategy, this session will help you understand the risks, spot the opportunities, and take a more active role in shaping the future of responsible marketing. Christopher Oswald Group EVP and Head of Law, Ethics & Government Relations ANA View Event Recap and Related Materials	Grand Ballroom (HYBRID)
4:45pm - 5:20pm	FROM SILOS TO SIGNALS: BUILDING AN UNIFIED MARKETING DATA LAYER FOR SCALE, SPEED AND PRECISION In the evolving landscape of MarTech, data is the fuel but without structure and unity, it becomes an obstacle to achieve scale, speed and precision. Discover how we are bridging fragmented systems, aligning cross-functional data definitions, and powering real-time customer engagement through an unified layer of governed, interoperable, and accessible data. We will share lessons learned along this data transformation, design principles, and key capabilities needed to make UMDL a strategic enabler – turning marketing data into competitive advantage. Please note this session is not available for on-demand viewing and must be watched live. Srinivas (Srini) Kumandan VP, Marketing Data & Activation Platforms American Express View Event Recap and Related Materials	Grand Ballroom (HYBRID)
5:20pm - 5:30pm	CLOSING REMARKS AND ROUNDTABLE WRAP UP David Fogarty Senior Vice President, Data Excellence & Privacy Practice ANA Joan Fitzgerald Joan Fitzgerald ANA	Grand Ballroom (HYBRID)
6:00pm - 7:30pm	EXTENDED RECEPTION	Tortuga Terrace (IN-PERSON ONLY)
Wednesday, August 13, 2025
7:30am - 8:30am	BREAKFAST	Grand Ballroom (IN-PERSON ONLY)
8:30am - 8:35am	OPENING REMARKS David Fogarty Senior Vice President, Data Excellence & Privacy Practice ANA Karen Chisholm Director, Marketing Effectiveness Pernod Ricard USA	Grand Ballroom (HYBRID)
8:35am - 9:10am	SETTING THE BAR HIGHER: KEY STRATEGIES FOR MARKETERS TO MASTER DATA AND AI GOVERNANCE Data has become one of the most valuable assets in modern marketing, enabling teams to craft personalized campaigns, make data-driven decisions, and fuel business growth. As data usage become more complex, and is used as the fuel for artificial intelligence (AI), marketers and business executives face new challenges that extend beyond compliance and trust to innovation and resilience. Join this session, inspired by insights from the ANA’s Data Governance and Privacy Working Group, which will address the progression from privacy to data governance, to AI Governance and beyond and how marketers need to think through issues of managing data responsibly in a rapidly changing environment. This session will provide thought-providing frameworks, insights and provocations to assist today’s marketing professional with today’s challenges. Key topics include: The progression of data governance to AI Governance and the issues of importance for marketers – from privacy, intellectual property An understanding of how multiple disciplines must work together to overcome silos and foster collaboration – across IT, legal, data and marketing teams Methods to navigate the rapidly evolving landscape of global data regulations and best practices. The importance of values, principles and processes in building trust Balancing innovation with accountability to drive business outcomes. Please note this session is not available for on-demand viewing and must be watched live. JoAnn Stonier Mastercard Fellow of Data and AI Mastercard View Event Recap and Related Materials	Grand Ballroom (HYBRID)
9:10am - 9:45am	BREAKING DATA SILOS: HOW MULTI-PARTY COLLABORATION IN AMC IS HELPING TRANSFORM ADVERTISING PARTNERSHIPS In this session, we'll explore the groundbreaking Multi-Party Data Collaborators feature recently introduced to Amazon Marketing Cloud (AMC) on AWS Clean Rooms. This innovative capability is helping revolutionize how advertisers collaborate and access first-party data securely, opening new possibilities for targeted audience creation and deeper insights. We'll dive into how this feature allows advertisers to combine and analyze signals from multiple AWS accounts in a single collaboration, whether these are internal accounts or belong to partners. You'll learn how this unlocks previously isolated data insights, enabling the creation of more targeted audiences based on shared attributes between collaborating parties. Through real-world examples and case studies, we'll demonstrate various use cases, including advertiser-to-advertiser collaborations, advertiser-to-agency partnerships, and collaborations within brand portfolios. We'll also hear from industry leaders who have already leveraged this feature to drive significant improvements in their advertising strategies. Please note this session is not available for on-demand viewing and must be watched live. James Sullivan Principal Product Manager Amazon Marketing Cloud	Grand Ballroom (HYBRID)
9:45am - 10:00am	NETWORKING BREAK	Grand Ballroom Foyer (IN-PERSON ONLY)
10:00am - 10:35am	ADVANCING MARKETING FROM A COST CENTER TO AN INVESTMENT THROUGH MMM CO-CREATION Most Marketing Mix Modeling efforts falter before they scale—not because of technical flaws, but because business stakeholders never fully buy in. At Prudential, that changed when marketing, finance, business leadership and analytics co-created the model together. In this session, Prudential will share how the team successfully collaborated across the enterprise to build support, KPI alignment, methodology education, and a flexible roadmap that evolved with the business. Learn how this partnership-driven, iterative approach transformed MMM from a black-box output into a trusted decision-making tool embraced by the C-suite—and how others can do the same. Jadon Wellman Head of Marketing Effectiveness Prudential Financial	Grand Ballroom (HYBRID)
10:35am - 11:10am	WHAT IS NEXT-GEN MARKETING DATA LEADERSHIP AND EXCELLENCE? INTRODUCING THE MARKETING DATA SOLUTIONS FRAMEWORK™ Data is the driving force for marketing excellence, but the data ecosystem has evolved. Marketers need to take a portfolio-based approach to their data solutions, leaning forward to upskill and step up to build consumer trust, secure the data they need, ensure it meets their quality standards and is privacy-protected to grow their brands. From first-party data, data clean room collaborations, universal IDs and “cookieless” signals, marketers have a critical role in data leadership in their organizations. Come explore the new data solutions for marketers, setting the stage for the next generation of marketing data excellence and defining the essential role for marketers in data leadership. Please note this session is not available for on-demand viewing and must be watched live. Quaseer Mujawar Group Product Manager Google Joan FitzGerald Vice President, Data Excellence & Privacy ANA Joetta Gobell Senior Vice President, Data Strategy & Insights People Inc. View Event Recap	Grand Ballroom (HYBRID)
11:10am - 11:45am	WINNING WITH DATA: ANALYTICS IN SPORTS MARKETING AND FAN ENGAGEMENT Data is transforming sports from the locker room to the living room, shaping strategies both on and off the field. Whether it’s refining player performance metrics or crafting personalized fan experiences, sports franchises are leveraging analytics to drive success and deepen connections with their audiences. This session brings together leaders from top sports organizations to share how they use data to build loyalty, grow fandom, and amplify engagement: Discover how analytics influence critical decisions and long-term team strategy. Explore the integration of data across digital and in-person marketing channels to enhance the fan experience. Learn how first- and second-party data are leveraged to refine outreach, drive attendance, and deepen fan relationships. Marty Turman VP of Demand Generation, CRM and Marketing Analytics Los Angeles Rams G.M. Ciallella Digital Marketing & Analytics Manager Anaheim Ducks View Event Recap and Related Materials	Grand Ballroom (HYBRID)
11:45am - 11:47am	CLOSING REMARKS David Fogarty Senior Vice President, Data Excellence & Privacy ANA Karen Chisholm Director, Marketing Effectiveness Pernod Ricard USA	Grand Ballroom (HYBRID)

8:00am
- 5:30pm

REGISTRATION OPEN

Grand Ballroom Foyer (IN-PERSON ONLY)

9:00am
- 10:30am

ANA MASTERS OF DATA ROUNDTABLE DISCUSSIONS - IN-PERSON ONLY

YOUR INSIGHTS MATTER: RETHINKING MARKETING DATA LEADERSHIP: HOW TO ACTIVATE THE FOUR PS FOR THE NEXT ERA

Join us for an interactive exploration of the most pressing challenges and opportunities in the marketing data ecosystem through the lens of the Four Ps: People, Platforms, Processes, and Partners. Together, we’ll deep-dive into how marketing and data leaders can:

Empower People with the skills, culture, and leadership to deliver data-driven transformation.
Leverage Platforms to unify data sources and drive actionable customer insights at scale.
Optimize Processes for agility, speed, and better orchestration of customer journeys and brand trust initiatives.
Engage Partners strategically to extend capabilities and accelerate innovation.

Through roundtable discussions on Customer Journeys, Brand Trust, B2B, and Marketer Data Leadership, you’ll share learnings and co-create strategies that align with these pillars to unlock value and drive marketing performance. Moderators and table representatives will then synthesize perspectives in a dynamic fireside chat, surfacing actionable ideas you can bring back to your teams.

Joan Fitzgerald: Vice President ANA Data Excellence Practice

Jonathan Margulies

Managing Partner Winterberry

Gallery 2 (IN-PERSON ONLY)

11:00am
- 12:30pm

B2B DATA EXCELLENCE COMMITTEE AND LAB – IN-PERSON ONLY

ANA B2B DATA ACTION GUIDES: LAB & COLLABORATION

Help shape the future of B2B marketing. This in-person-only Lab invites marketers to contribute directly to the ANA B2B Data Action Guides—practical, insight-driven tools designed to align sales and marketing, elevate audience targeting, and integrate data across the customer journey.

Whether you’ve been part of the journey or are joining for the first time, this is your chance to collaborate, learn, and leave your mark on an industry resource that will drive real impact.

What to Expect:

A preview of the working draft Action Guides (built to complement the B2B Playbook)
Three guided roundtable discussions on:

Aligning Sales and Marketing
Elevating Audience Targeting
Integrating Data Across the B2B Journey

Peer collaboration and direct input into the next iteration of these industry tools

Lunch will be served.

Note: Meeting is in-person only and seating is limited.

Gallery 2 (IN-PERSON ONLY)

1:00pm
- 1:05pm

WELCOME REMARKS

David Fogarty: Senior Vice President, Data Excellence & Privacy Practice ANA

Michelle Froah

Global Chief Marketing & Innovation Officer and SVP of Corporate Solutions ETS

Grand Ballroom (HYBRID)

1:05pm
- 1:40pm

FROM INVESTMENT TO IMPACT: LA-Z-BOY’S DATA-DRIVEN BRAND MEASUREMENT JOURNEY

How do you quantify the value of the largest brand investment in company history - while staying privacy-safe and data-driven? Discover how La-Z-Boy, in partnership with Analytic Partners, transformed brand measurement from an abstract concept into a source of commercial advantage.

Learn how La-Z-Boy moved beyond traditional metrics to embrace a holistic, forward-looking approach - bridging brand health and business performance through shared data models and decisioning frameworks. The result? Faster, clearer decisions. Fewer silos. More measurable impact.

Whether you're looking to elevate your measurement capabilities or better align marketing with the C-suite, this session shows how data can turn brand strategy into bottom-line results.

Jason McNellis: Vice President, Commercial Analytics Ambassador Analytic Partners

Nelly Martinez Garza

Senior Director of Consumer Marketing La-Z-Boy Corporate

View Event Recap

Grand Ballroom (HYBRID)

1:40pm
- 2:15pm

TRUST, BUT VERIFY: BUILDING A STANDARD FOR MMM YOU CAN ACTUALLY RELY ON

As MMM adoption accelerates, most models still lack transparency, governance, and reproducibility. This session introduces the Open Source MMM Validation Framework—an open-source package designed to bring accountability and transparency to the process of evaluating a market mix model. Learn how CMOs and practitioners can apply a practical package of tests for accuracy, stability, and robustness to build trust in the models that guide multi-million-dollar decisions. And how this framework will change the world of modeling for the better.

Henry Innis: CEO and Co-founder Mutinex

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

2:15pm
- 2:50pm

CROSS-MEDIA, REALIZED: AQUILA’S BREAKTHROUGHS IN TRANSPARENT MEASUREMENT

The marketing industry’s long-standing pursuit of transparent, privacy-respecting cross-media measurement is closer to reality than ever. In this session, attendees will get an inside look at the progress made by ANA Aquila LLC—ANA’s dedicated subsidiary driving this industry-wide transformation. From the successful deployment of Kantar Media’s calibration panel in over 1,000 U.S. homes to technology development with Accenture, Aquila is advancing a deduplicated reach and frequency solution that works across all major platforms, including Google, Meta, Amazon, TikTok, and more. Backed by major brand funders and aligned with WFA’s North Star principles, the Aquila initiative is poised to launch advertiser trials in 2025 and full implementation in 2026. This session will unpack what’s been built, why it matters for marketers, and how this solution can help reclaim wasted spend, improve media effectiveness, and elevate the consumer experience. With industry momentum, new leadership, and measurable progress, Aquila is paving the way for accountable media measurement at scale.

Tina Daniels: President and Chief Operating Officer Aquila

David Rosenblum

VP, Global Media Mattel, Inc.

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

2:50pm
- 3:25pm

MORE DATA ≠ BETTER DECISIONS: ESCAPING ANALYTICS PARALYSIS WITH CONNECTED INSIGHTS

Marketers and data strategists face a data deluge —instead of empowerment, many feel stuck. Contradictory metrics, disconnected data, and analysis overload have slowed teams down and eroded confidence in decision-making.

This session focuses on the path forward: how connecting insights across research, targeting, activation, and measurement directly aligns with outcomes. Attendees will explore how to cut through the noise and make data work smarter—not harder.

We’ll introduce the Data Navigator—a strategic operator who curates data, removes the noise, and turns analysis into execution.

For organizations seeking to simplify complexity and accelerate results, this approach is both practical and urgent.

If you're ready to start making faster, sharper decisions, this session offers a clear, actionable blueprint.

Brent Seaborn: Chief Data Scientist and Co-Founder Tunnl

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

3:25pm
- 3:45pm

NETWORKING BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

3:45pm
- 4:20pm

OPTIMIZING OMNICHANNEL: IMPROVING RESULTS THROUGH MEASUREMENT

In today’s fragmented media landscape, executing an effective omnichannel strategy is more critical—and complex—than ever. This session will explore how measurement can be the key to unlocking better performance across both online and offline channels. The session emphasizes the foundational principle: what gets measured, gets optimized. Attendees will learn practical, data-driven techniques to strengthen campaign impact by refining audience targeting and aligning performance metrics across multiple touchpoints.

Key Takeaways:

The Power of Unified Measurement:
Discover how integrating data from various channels can provide a more comprehensive view of campaign effectiveness and the importance of consistency in KPIs and how unified dashboards can drive better decision-making.
Audience Targeting Reimagined:
How advanced analytics improve targeting strategies. Insights include tactics for segmenting audiences more effectively and leveraging first-party data to personalize messaging across platforms.
Closing the Online-Offline Gap:
Optimizing omnichannel campaigns often requires measuring performance in both online and offline marketing channels, and online and offline sales channels. Proven technologies like match backs, personalized QR codes, and unique promo codes can help.

Chris Karpenko: Executive Director USPS

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

4:20pm
- 4:55pm

PLAN NOW, WIN LATER: OVERCOMING ECONOMIC UNCERTAINTY WITH AI-POWERED DATA

Marketers today face a self-fulfilling prophecy: they hesitate to invest because they're unsure where consumers will spend – and consumers, in turn, pull back. But smart marketers know how to break the cycle: with real-time, predictive data that finds consumers who are still spending.

Jonathan Ricard: Chief Strategy Officer Resonate

View Video and Presentation

Grand Ballroom (HYBRID)

4:55pm
- 5:00pm

CLOSING REMARKS

David Fogarty: Senior Vice President, Data Excellence & Privacy Practice ANA

Grand Ballroom (HYBRID)

5:00pm
- 6:00pm

RECEPTION

Tortuga Terrace (IN-PERSON ONLY)

7:00am
- 5:30pm

REGISTRATION OPEN

Grand Ballroom Foyer (IN-PERSON ONLY)

7:30am
- 8:30am

BREAKFAST

Grand Ballroom (IN-PERSON ONLY)

8:00am
- 8:20am

THE TRUE/FALSE GAME: NEW RULES OF MARKETING MEASUREMENT

Grab your polling cards and join in on a game where we challenge the latest in Measurement.

In a world where consumers bounce between platforms and touchpoints, it’s easy to fall for some of the biggest myths in measurement. Digitas’ Jen Faraci, Chief Data Officer, and Megan Jones, Chief Media Officer, will kick off the day with an engaging “True/False” game—exploring what’s real, what’s outdated, and what might be leading your measurement and media strategies astray.

They will reveal the hidden truths behind today’s measurement approaches and show how the smartest brands are benchmarking performance—not just in transactions, but across culture, content, and commerce—and using those insights to create more impactful media activations.

Key Takeaways: True or False Edition

True or False: You can spot “measurement lies” in dashboards and always focus on what really matters.
True or False: There’s a simple framework for finding and filling every gap in your current metrics.
True or False: Past behaviors are no longer predictive of future behaviors.
True or False: Benchmarking brand relevance is impossible in today’s constantly shifting market.
True or False: Multiple metrics are required to accurately understand performance.

Jennifer Faraci: Chief Intelligence Officer Digitas

Megan Jones

Chief Media Officer Digitas

Grand Ballroom (HYBRID)

8:30am
- 9:00am

OPENING REMARKS

Bill Tucker: Group EVP ANA

View Video and Presentation

Grand Ballroom (HYBRID)

9:00am
- 9:05am

HOUSEKEEPING REMARKS

David Fogarty: Senior Vice President, Data Excellence & Privacy Practice ANA

Grand Ballroom (HYBRID)

9:05am
- 9:40am

NAVIGATING THE COMPLEXITIES OF CLEAN ROOMS TO UNLOCK VALUE FOR CPGS

Imagine stepping into a world where data is both a treasure and a puzzle. In this session, we'll embark on an exploration of clean rooms and their enigmatic role in the realm of CPGs. Using the pragmatic lens of a Data Scientist, our talk will guide you through the labyrinth of clean rooms, revealing their hidden potential and the challenges they pose.

We’ll discuss how market forces shape the efficiency and effectiveness of marketing tactics and customer segments and why navigating clean rooms requires a unique blend of data science prowess. Along the way, we'll encounter the hurdles of privacy, the evolving landscape of technology, and the intricacies of building ML models within clean rooms. And just when you think you've grasped it all, we'll delve into the limitations that make activation a complex endeavor. At the end of our talk, participants should have a better appreciation for their potential as well as complexities of working with clean rooms and how they can transform the way we harness data for growth.

ANA Data Clean Rooms Playbook

Please note this session is not available for on-demand viewing and must be watched live.

Ali Kefeli: Head of Strategy, Advanced Analytics & Data Science Kimberly Clark

Grand Ballroom (HYBRID)

9:40am
- 10:15am

THERE’S NO SUCH THING AS AI-READY DATA – BUT YOU CAN START WITH STEP 1

Most AI initiatives stall—not from lack of ambition, but from fragile data foundations. At Nationwide, we’re replacing the myth of “AI-ready data” with a Consumable Data Ready Environment. In this session, Matt Brooks shares a practical playbook to accelerate AI, dashboards, and analytics by building trust-first infrastructure: anomaly detection, automated validation, reference/master/metadata strategies, and purposeful cataloging that supports adaptive data governance. Learn how this approach super-serves use-case development, drives functional alignment, and protects customer trust. Whether you're in analytics, governance, or the C-suite, you’ll leave with tangible strategies to scale impact—securely, ethically, and fast.

Matt Brooks: Insurance | VP, Head of Data Enterprise Tech Nationwide

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

10:15am
- 10:22am

FIRE STARTER SESSION BY GWI: RETHINKING INSIGHTS – ENGINEERING SYSTEMS THAT OPERATIONALIZE HUMAN COMPLEXITIES

Start building a future where teams don’t just move data, they move meaning. Forget “one-size-fits-all” models. The next wave of growth comes from systems that embed real consumer understanding at the heart of every decision.

Achieving this hinges on making insights operational by connecting real people’s nuanced attitudes and behaviors to seamlessly create outputs that feel truly personal and actionable.

Join GWI to explore how integrating consumer insights directly into your workflows transforms statistical relevance into business-critical action and accelerates outcomes that matter.

Recontextualize how you use insights
Build better, richer, data stacks
See rapid conversion of insights to action

Laura Connell: Senior Solutions Consultant Manager GWI

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

10:22am
- 10:45am

NETWORKING BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

10:45am
- 11:20am

CRAFTING THE MARKETING STORY THROUGH DATA

Learn how Delta Air Lines utilizes the power of data to deliver insights that shape Marketing strategy and illustrate how Marketing delivers on Enterprise business goals. This session will explore the transformative journey of evolving advancements in predictive modeling and the utilization of data in marketing measurement and audience modeling. We will discuss the art of effective storytelling and best practices for shaping your data to illustrate Marketing effectiveness.

Jennifer Gassman: GM Integrated Insights and Analytics Delta

View Video and Presentation

Grand Ballroom (HYBRID)

11:20am
- 11:55am

FROM FOMO TO ROI: DEMYSTIFYING AI THROUGH DATA-DRIVEN MARKETING

As AI dominates headlines, many marketers face the pressure to act quickly—often driven more by fear of missing out than by a clear, data-backed strategy. But turning AI into a true growth driver requires more than experimentation; it demands a disciplined approach to data, scale, and ROI.

In this session, hear how Kellanova—a 118-year-old startup behind brands like Pop-Tarts, Pringles, and Cheez-It—is evolving its marketing playbook by embedding AI into its brand-building strategy. We’ll unpack how to build a foundation for AI that’s rooted in data and business outcomes, with three proven use cases that move beyond hype and into measurable results.

If you’re looking to drive real impact with AI, this session offers a grounded, data-first roadmap that connects innovation with value.

Lu Cotterill: Global Senior Director, Marketing Insights and Intelligence Kellanova

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

11:55am
- 12:30pm

UNLOCKING GROWTH: BUILDING INTUIT’S SMB MEDIALABS AND THE POWER OF FIRST-PARTY DATA

Launching a new business inside a global brand isn’t easy—but it can be transformative. In this session, Dave Raggio shares how Intuit turned its QuickBooks first-party data into Intuit SMB MediaLabs: a new platform helping marketers reach small businesses at scale. Hear firsthand how leadership buy-in was secured, internal systems were unlocked, and a powerful data layer was built—creating both new value for brands like FedEx and Charter and a roadmap for marketers seeking to activate owned data assets.

Dave Raggio: Vice President Intuit SMB MediaLabs

Grand Ballroom (HYBRID)

12:30pm
- 1:30pm

LUNCH

Grand Ballroom (IN-PERSON ONLY)

1:30pm
- 2:05pm

THE NEW MARKETING METRIC: MEASURING SKILLS WITH AI AND DATA

In today’s AI-powered marketplace, winning brands are the ones whose people keep pace with technology. But how do you know if you or your teams have the skills needed—and how can AI help you measure and grow those skills? Michelle Froah and Tanner Jackson will share how AI-driven skills measurement is helping organizations and individuals decode today’s talent and build for tomorrow. They’ll share why this matters for marketers now—whether it’s boosting data fluency, activating AI tools responsibly, or closing the skills gap that could stall growth. Expect real-world insights and practical steps to keep you and your teams ahead of the curve, human, creative, and ready for the next wave of AI innovation.

Michelle Froah: Global Chief Marketing & Innovation Officer and SVP of Corporate Solutions ETS

Tanner Jackson

General Manager of Corporate Solutions ETS

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

2:05pm
- 2:40pm

FROM FRAGMENTED TO FUTURE-READY: HOW BAYER UNIFIED ITS DATA AND MEASUREMENT TO DRIVE MARKETING GROWTH

Discover how Bayer transformed its marketing effectiveness by unifying fragmented data sources and measurement methodologies into a single, future-ready framework. In this session, Bayer will share how they partnered with TransUnion to integrate identity-powered data, Media Mix Modeling, Multi-Touch Attribution, and experimentation into a cohesive system—enabling a holistic view of performance across channels and regions. Learn how this unified approach, anchored by Bayer’s proprietary FOMO (Future of Measurement and Optimization) model, empowered their teams to optimize spend, uncover insights from previously unmeasured channels, and drive consistent double-digit growth in marketing-sourced revenue. Attendees will walk away with practical strategies for breaking down data silos, aligning stakeholders, and building a measurement ecosystem that’s resilient to market and technology shifts.

Marc Vermut: VP of The Knowledge Lab TransUnion

Jeremy Rose

Head Of Unified Marketing Measurement Bayer

View Video and Presentation

Grand Ballroom (HYBRID)

2:40pm
- 3:15pm

SCALING PERSONALIZATION THROUGH FIRST-PARTY DATA: LOWE’S STRATEGY FOR GROWTH AND EFFICIENCY

Lowe’s understands that the home improvement journey is unique for each person, shaped by different life stages and moments. That’s why Lowe’s is deeply committed to understanding its customers to make home improvement easier and more exciting. As personalization grows more complex in a privacy-first world, Lowe’s is doubling down on its loyalty ecosystem strategy to capture and use first-party data to drive both scale and speed. Lowe’s Amanda Bailey will offer a practical look at how the retailer is differentiating its value proposition and experience to stay ahead of shifting customer expectations and data regulations. She will also share how Lowe’s is leveraging unified customer data, AI and an agile team approach to turn insights into actions — enabling smarter segmentation, real-time decisions, and seamless experiences.

Amanda Bailey: Vice President, Customer Marketing & Loyalty Lowe's

View Video

Grand Ballroom (HYBRID)

3:15pm
- 3:35pm

NETWORKING BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

3:35pm
- 4:10pm

HARNESSING DATA INNOVATION TO DRIVE MODERN MARKETING SUCCESS

In an era defined by data disruption and rising consumer expectations, marketers must evolve quickly and responsibly. In this session, Holly Yonosko, Chief Analytics Officer at Acxiom, explores the future of data-driven marketing through a practical and strategic lens. From harnessing the full potential of first-party data to activating AI-powered segmentation and secure data collaboration, Holly shares actionable strategies that drives real business outcomes. She demystifies the role of data clean rooms in privacy-safe data partnerships, outlines the next evolution in marketing measurement, and offers guidance on aligning data efforts to marketing objectives. Attendees will walk away with real-world examples, tactical insights, and a clear roadmap to unlock smarter customer engagement, greater ROI, and long-term data maturity.

Holly Yonosko: Chief Analytics Officer Acxiom

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

4:10pm
- 4:45pm

WHY DATA PRIVACY SHOULD BE ON EVERY MARKETER’S RADAR

Privacy laws and regulations are rapidly reshaping the data-driven marketing landscape—and every marketer must be attuned to the ever-changing rules governing the responsible use of data. This session will connect recent ANA findings on the value of advertising with the growing regulatory pressures at both the federal and state levels. From renewed efforts to enact a national data privacy law to aggressive state actions targeting geolocation and sensitive data, the environment is shifting fast. You’ll gain insight into why these changes matter to marketers, how to prepare for increased fragmentation, and what steps you can take now to align with your legal and government affairs teams. Whether you're planning campaigns or leading data strategy, this session will help you understand the risks, spot the opportunities, and take a more active role in shaping the future of responsible marketing.

Christopher Oswald: Group EVP and Head of Law, Ethics & Government Relations ANA

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

4:45pm
- 5:20pm

FROM SILOS TO SIGNALS: BUILDING AN UNIFIED MARKETING DATA LAYER FOR SCALE, SPEED AND PRECISION

In the evolving landscape of MarTech, data is the fuel but without structure and unity, it becomes an obstacle to achieve scale, speed and precision. Discover how we are bridging fragmented systems, aligning cross-functional data definitions, and powering real-time customer engagement through an unified layer of governed, interoperable, and accessible data. We will share lessons learned along this data transformation, design principles, and key capabilities needed to make UMDL a strategic enabler – turning marketing data into competitive advantage.

Please note this session is not available for on-demand viewing and must be watched live.

Srinivas (Srini) Kumandan: VP, Marketing Data & Activation Platforms American Express

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

5:20pm
- 5:30pm

CLOSING REMARKS AND ROUNDTABLE WRAP UP

David Fogarty: Senior Vice President, Data Excellence & Privacy Practice ANA

Joan Fitzgerald

Joan Fitzgerald ANA

Grand Ballroom (HYBRID)

6:00pm
- 7:30pm

EXTENDED RECEPTION

Tortuga Terrace (IN-PERSON ONLY)

7:30am
- 8:30am

BREAKFAST

Grand Ballroom (IN-PERSON ONLY)

8:30am
- 8:35am

OPENING REMARKS

David Fogarty: Senior Vice President, Data Excellence & Privacy Practice ANA

Karen Chisholm

Director, Marketing Effectiveness Pernod Ricard USA

Grand Ballroom (HYBRID)

8:35am
- 9:10am

SETTING THE BAR HIGHER: KEY STRATEGIES FOR MARKETERS TO MASTER DATA AND AI GOVERNANCE

Data has become one of the most valuable assets in modern marketing, enabling teams to craft personalized campaigns, make data-driven decisions, and fuel business growth. As data usage become more complex, and is used as the fuel for artificial intelligence (AI), marketers and business executives face new challenges that extend beyond compliance and trust to innovation and resilience.

Join this session, inspired by insights from the ANA’s Data Governance and Privacy Working Group, which will address the progression from privacy to data governance, to AI Governance and beyond and how marketers need to think through issues of managing data responsibly in a rapidly changing environment. This session will provide thought-providing frameworks, insights and provocations to assist today’s marketing professional with today’s challenges.

Key topics include:

The progression of data governance to AI Governance and the issues of importance for marketers – from privacy, intellectual property
An understanding of how multiple disciplines must work together to overcome silos and foster collaboration – across IT, legal, data and marketing teams
Methods to navigate the rapidly evolving landscape of global data regulations and best practices.
The importance of values, principles and processes in building trust
Balancing innovation with accountability to drive business outcomes.

Please note this session is not available for on-demand viewing and must be watched live.

JoAnn Stonier: Mastercard Fellow of Data and AI Mastercard

View Event Recap and Related Materials

Grand Ballroom (HYBRID)

9:10am
- 9:45am

BREAKING DATA SILOS: HOW MULTI-PARTY COLLABORATION IN AMC IS HELPING TRANSFORM ADVERTISING PARTNERSHIPS

In this session, we'll explore the groundbreaking Multi-Party Data Collaborators feature recently introduced to Amazon Marketing Cloud (AMC) on AWS Clean Rooms. This innovative capability is helping revolutionize how advertisers collaborate and access first-party data securely, opening new possibilities for targeted audience creation and deeper insights. We'll dive into how this feature allows advertisers to combine and analyze signals from multiple AWS accounts in a single collaboration, whether these are internal accounts or belong to partners. You'll learn how this unlocks previously isolated data insights, enabling the creation of more targeted audiences based on shared attributes between collaborating parties. Through real-world examples and case studies, we'll demonstrate various use cases, including advertiser-to-advertiser collaborations, advertiser-to-agency partnerships, and collaborations within brand portfolios. We'll also hear from industry leaders who have already leveraged this feature to drive significant improvements in their advertising strategies.

Please note this session is not available for on-demand viewing and must be watched live.

James Sullivan: Principal Product Manager Amazon Marketing Cloud

Grand Ballroom (HYBRID)

9:45am
- 10:00am

NETWORKING BREAK

Grand Ballroom Foyer (IN-PERSON ONLY)

10:00am
- 10:35am

ADVANCING MARKETING FROM A COST CENTER TO AN INVESTMENT THROUGH MMM CO-CREATION

Most Marketing Mix Modeling efforts falter before they scale—not because of technical flaws, but because business stakeholders never fully buy in. At Prudential, that changed when marketing, finance, business leadership and analytics co-created the model together. In this session, Prudential will share how the team successfully collaborated across the enterprise to build support, KPI alignment, methodology education, and a flexible roadmap that evolved with the business. Learn how this partnership-driven, iterative approach transformed MMM from a black-box output into a trusted decision-making tool embraced by the C-suite—and how others can do the same.

Jadon Wellman: Head of Marketing Effectiveness Prudential Financial

Grand Ballroom (HYBRID)

10:35am
- 11:10am

WHAT IS NEXT-GEN MARKETING DATA LEADERSHIP AND EXCELLENCE? INTRODUCING THE MARKETING DATA SOLUTIONS FRAMEWORK™

Data is the driving force for marketing excellence, but the data ecosystem has evolved. Marketers need to take a portfolio-based approach to their data solutions, leaning forward to upskill and step up to build consumer trust, secure the data they need, ensure it meets their quality standards and is privacy-protected to grow their brands. From first-party data, data clean room collaborations, universal IDs and “cookieless” signals, marketers have a critical role in data leadership in their organizations. Come explore the new data solutions for marketers, setting the stage for the next generation of marketing data excellence and defining the essential role for marketers in data leadership.

Please note this session is not available for on-demand viewing and must be watched live.

Quaseer Mujawar: Group Product Manager Google

Joan FitzGerald

Vice President, Data Excellence & Privacy ANA

Joetta Gobell

Senior Vice President, Data Strategy & Insights People Inc.

View Event Recap

Grand Ballroom (HYBRID)

11:10am
- 11:45am

WINNING WITH DATA: ANALYTICS IN SPORTS MARKETING AND FAN ENGAGEMENT

Data is transforming sports from the locker room to the living room, shaping strategies both on and off the field. Whether it’s refining player performance metrics or crafting personalized fan experiences, sports franchises are leveraging analytics to drive success and deepen connections with their audiences.

This session brings together leaders from top sports organizations to share how they use data to build loyalty, grow fandom, and amplify engagement:

Discover how analytics influence critical decisions and long-term team strategy.
Explore the integration of data across digital and in-person marketing channels to enhance the fan experience.
Learn how first- and second-party data are leveraged to refine outreach, drive attendance, and deepen fan relationships.