Scaled Inference Blog Growth Marketer's Guide to MAC

MAC is a two-day conference for marketers focused on analytics and growth.MorningStart the day by discovering best practices and new tools for engaging with customers in the right context with Marni Edelhart, VP of Content at Momentum and Joe Guith President McAlister's Deli. Christina Ellwood, CMO of Scaled Inference, will lead a valuable workshop exploring the ever-expanding landscape of customer experience. Discover new insights into Identifying Opportunities and Creating an Action Plan with Derek Banta, Director of Concepts and Global Innovation, UPS and Brad Williams, Shopper Experience Innovation at Coca-Cola.Following the morning sessions, enjoy lunch and come by the Scaled Inference booth to enter to win a trip to San Francisco! While you are there, don't forget to get your complimentary ice cream sandwich and get a taste for how Amp.ai utilizes Reinforcement Learning to drive growth in your KPIs.AfternoonChairperson, Seda Pazarbasi, Managing Director of Marketing Insights, Analytics and Digital Optimization at the American Cancer Society starts the afternoon sessions with a few opening remarks. Rena Watanabe, Head of Developer Marketing and Marketing Tools at Amazon, discusses increasing user engagement to decrease churn. Discover how Amazon Appstore achieved explosive growth in this session. Jesse Winson, Data Science and Analytics Lead for Publicis Sapient will lead a panel discussion on Driving Real Impact with Data. Learn how predictive analytics and segmentation allow Coca-Cola to become closer to their customers in a session lead by Chris Hawk, Connections Investment Performance at Coca-Cola and Alex LePage, Vice President of Product Marketing at Neustar. Learn how to Leverage Identity Resolution and Real-Time Analytics to Deliver an Unequaled Personal Customer Experience, in a session lead by Chris Harrison, President of FullContact. Giri Tatavarty, VP of Data Science at 84.51 discusses how Kroger's analytics arm used Data Science for growth in Applying Deep Learning and AI to Build Engaging Personalized Digital Customer Experience. Tom Treanor, Global Head of Marketing at Arm Treasure Data discusses The Truth About Personalization (a topic we love!). MJ Panda, VP of Global Commercial Product Analytics at American Express presents Delivering Right-Time Marketing to Small Businesses Using Machine Learning.Don't forget to join the Scaled Inference team in the booth for Happy Hour, and don your limited edition Journey T-shirt to snap a selfie and double your chances of winning a vacation to San Francisco!Wednesday May 15thSessions8:00 amRegistration & Networking8:45 amMAC Engagement WorkshopMarni Edelhart,VP of Content, MomentumJoe GuithPresident, McAlister's DeliMarketers strive to build loyalty and stand out from the noise of their competitors. Explore best practices and new tools for engaging with customers in the right context.9:00 amBest Practices for customer Engagement To Drive New Opportunities for ValueChristina EllwoodCMO, Scaled InferenceLearn how to understand customer values, discover new data attributes, ways to increase digital communication and how to use this new found understanding to drive the value of your marketing campaigns.10:15 amNetworking Break10:45 amIdentifying Opportunities & Creating the Action PlanDerek BantraDirector of Concepts & Global Innovation, UPSBrad WilliamsShopper Experience Innovation, Coca ColaIn this session, thought leaders will illustrate approaches in innovation to the challenges they have faced. Discover tips and tricks you can immediately implement for your action plan.12:00 pmLunch1:00 pmChair Person's RemarksSeda PazarbasiManaging Director of Marketing Insights, American Cancer Society1:10 pmIdentifying High-Value Actions with Real-World Rewards Rena WatanabeHead of Developer Marketing & Marketing Tools, AmazonLearn how the Amazon Appstore helps mobile developers keep their users engaged in a fun way and completing high-value actions with real-world rewards. We will share best practices, case studies, and tools you can use to help your business.1:45 pmDriving Real Impact with DataJesse WilconData Science & Analytics Lead, Publicis SapientHear how Publicis Sapient is helping H&R block harness the power of their data and building a CDP to ensure the best customer experience possible and driving exceptional business impact - all while navigating the complex tax space, government changes, and crowded marketplace.2:55 pmNetworking Break3:15 pmLeveraging Identity Resolution and Real-Time AnalyticsChris HarrisonPresident, FullContact3:40 pmApplying Deep Learning & AI to Build Engaging Personalized Digital Customer ExperiencesGiri TatavartyVP of Data Science, 84.51Hear a few data science products in development at Kroger, which take customer experiences to the next level by adding personalization and human-like interactions. The capabilities include Speech Recognition, Image Recognition, and a case study on Shoppable Recipes and Recipe Personalization. The talk will also cover some future trends and directions in this space.4:05 pmThe Truth About PersonalizationTom Treanor Global Head of Marketing, Arm Treasure DataIn this talk, we'll share personalization industry benchmarks collected from marketing leaders from global 2000 companies to help better define what's working, and what's not.4:30 pmDeliver Right-Time Marketing to Small Business LearningMJ PandaVP of Global Commercial Product Analytics, American ExpressWhat do AI based machines and children have in common? They both learn modeled behaviors- discover how to avoid bias and build better, more robust systems with practical strategies to prevent, identify, and remove bias.4:50 pmChair's Closing Remarks5:00 pmCocktail HourJoin us at the conference, stop by our booth and enjoy a heavenly Maven's Ice Cream Sandwich : )Day 2Join us at the State Farm Arena for day two of MAC. Morning Chairperson Seth Goron, SVP of Media, Strategy, and Analytics at Discover will kick off the day with some opening remarks before giving way to a lineup of Marketing and Analytics experts.Mark A. Kaline, SVP of Data Marketing and Analytics at ANA discusses ANA insights. Ningyu Chen, Vice President of Data Platforms & Services at Macy's will discuss Driving Connection and Collaboration of Technologies. Curious about how to decrease marketing spend with more efficient tools and optimized measurement strategies? Join Ray Owens, CEO of DX Marketing as he leads a deep dive into Making the Shift from Efficiency to Effectiveness. Katie Malone, Director of Data Science at Civic Analytics will discuss How to Bring Marketers and Data Scientists Together. Curious how location data is the new cookie? Join Mark Coffey, EVP of Partnerships at GasBuddy as he discusses: How Location Data Connects Consumers' Online and Offline Journeys.After lunch come by the Scaled Inference booth for dessert!AfternoonDiscover how to make a real impact in marketing by leveraging analytics in a session by David Elgin, VP of Analytics for the Atlanta Hawks and Rob Laycock, VP of Marketing for the Atlanta Hawks. Karisa Booker, Director of Guest Analytics at AMC Theatres and Julius Lai, SVP of Digital and Loyalty Marketing at AMC Theatres, discuss Personalization at Scale in a fireside chat moderated by Seth Goren. Curious about developing internal marketing analytics products for development and growth? Join Sol Rashidi, Chief Data Officer at Sony and Ash Dhupas, Chief Analytics Officer at Publishers Clearing House for an informative fireside chat.Luke Mortensen, Director of Marketing Analytics for Global ROI and Americas at Paypal will discuss Recommendations for Measuring Marketing in a Cookieless Future. Andrew Desmarais, Director of Business Development at KnowledgeHound and John Pfalzgraf, Senior Director of Insights for Paper Goods at Georgia Pacific LLC will discuss the power of search and visual analytics. Get the Scoop on Machine Learning for Optimization with Christina Ellwood and don't forget to get pick up an ice cream sandwich at the Scaled Inference booth. Doug Nielson, SVP Innovation Research and Development at US Bank will share best practices in marketing analytics in Marketing Analytics Business Model Innovation: Consumer Ownership. Chairperson Seth Goren will out the day with closing statements.Thursday May 16thSessions8:00 amRegistration9:00 amOpening RemarksSeth GorenSVP, Media, Strategy & Analytics, Discovery9:10 amANA PresentationMark KalineSVP Data Marketing & Analytics, ANA9:20 amCustomer 360: Driving Connection & Collaboration of TechnologiesNingyu ChenVP, Data Platforms & Services, Macy'sThis illuminating session will cover how to be an active change agent in the modern tech landscape: including how to a couple of new technologies with data and analytics to enhance the customer experience.9:55 amMaking the Shift from Efficiency to EffectivenessRay OwensCEO, DX MarketingThis topic will explore unique and effective ways to leverage data in the digital advertising environment, data points that are necessary to implement more effective techniques, as well as how to leverage available technologies and platforms to apply new measurement and analysis techniques.10:20 amNetworking Break10:50 amTrack A: Integrating Data & Marketing StrategiesKatie MaloneDirector of Data Science, Civis Analytics Customer emotions cannot be understood through simple data capture. Learn which attributes contribute to a deeper understanding of customer sentiment and how to level up your algorithm to capture these segments.11:25 amTrack A: Mind the GapMark CoffeyEVP of Partnerships, GasBuddyDiscover how location data connects consumers' online and offline journeys.12:00 pmLunch1:00 pmCollaborating to Compete with Marketing AnalyticsDavid ElginVP Analytics, Atlanta HawksRob LaycockVP of Marketing, Atlanta HawksHear how the Atlanta Hawks have created a partnership within their teams to continually elevate their growth and build deeper engagement while considering cr