Learnings from Marketing Analytics Summit US 2024

Here is an article that highlights on some Marketing Analytics Summit (MAS) topics discussion at the summit. Since I couldn’t attend all the sessions, I would love to compare notes with everyone who attended! Feel free to DM me for more details on the presentation as well.

So what is MAS?

The Marketing Analytics Summit (MAS) is an annual global event held in both Europe and the US. It brings together professionals from marketing, data science, and technology to share the latest strategies, technologies, and trends in marketing analytics. Attendees can expect high-quality sessions, networking opportunities, and insights from industry leaders and data enthusiasts.

Key Learnings from MAS Masterminds:

Dana DiTomaso 's GA4 Hands-On Training: One of the most comprehensive GA4 workshops out there. Eight hours of crash course with fantastic content and workshops at Kick Point Playbook. If you're looking to up-skill in GA4 whether as an individual or as a team, Dana's training is an absolute must! Highly recommended.

Here are some resources that Dana recommended:

• GA4 Spy Cheatsheet (must bookmark resource!)
• Campaign Tagging Tool
• How to Audit Your GA4 Account
• How to track URLs with fragments (#) in GA4
• Data Source Schema (for Data Imports)
• GA4 Event Builder (for testing Measurement Protocol events)

Joseph Miscavige ’s Data Literacy Above All: A deep dive into understanding and utilizing data effectively. Thanks for sharing your firsthand experience in building an impactful data literacy program at PBS. Data Literacy is Essential for all roles within an organization, not just data professionals. Mastering data literacy is like having a superpower. When we can all communicate from bottom to top and top to bottom using the same data literacy language, that's when we can be aligned and successful as a whole, we can read, work with, analyze, and communicate data to influence decision-making processes. Every organization should start a Data Literacy program. Data Literacy is such an investment, same as the AI Literacy.

Martin Broadhurst FRSA ’s Generative AI Tools for Analysts: Insightful tools and techniques for leveraging AI in analytics. The discussion highlights the transformative potential of AI in data analysis while acknowledging the current limitations and challenges. By using AI tools as complementary assistants, continuously refining their outputs, and effectively communicating their capabilities, organizations can harness the power of AI to drive better decision-making and innovation. Staying informed about AI advancements and fostering collaboration between AI and human analysts will be crucial for future success.

Emma Warrillow ’s Plotting the Next Best Action for your NBA Model: An amazing session with great frameworks and tips. Emma showed us the four data types where we can explore for NBA: Known Data: Customer demographics and history, Modeled Data: Predictive analytics, Third-Party Data: External factors like weather, and Trigger Data: Real-time behavior. Creating a robust Next Best Action (NBA) model can be tricky, it involves filtering applicable actions, scoring them, applying optimization criteria, and making the final decision. Also, we need a clear KPIs to guide the model's actions.

Matteo Zambon and Roberto Guiotto ’s Wrestling with a Fast-Paced Digital Analytics Ecosystem: Addressing the challenges and strategies for staying ahead in the analytics game. As Matteo and Roberto pointed out, the increasing complexity of the digital ecosystem can be overwhelming. They encouraged leveraging community support, questioning established norms, fostering systematic creativity, and continuously learning to navigate the complex digital landscape successfully. One thing I really like is their suggested 40 TRIZ Principle, (the Russian acronym for the "Theory of Inventive Problem Solving,") as a method to approach problems creatively and systematically, encouraging out-of-the-box thinking.

Ely Rosenstock ’s Impactful Insights in a "Wicked" Environment: Navigating complex environments to derive meaningful insights. Ely highlighted that customers often ask for more and more data, but it's really about access. Once stakeholders have access to the data, their needs shift towards actionable insights. He likened this to Maslow's hierarchy of needs: once the basic need for data access is met (akin to psychological needs), stakeholders seek higher-level insights (akin to self-actualization), so true! Also, instead of thinking marketing analytics as an adjective, we should treat it as a verb as well! "You are marketing analytics, you represent analytics in your division in your company. So you have to think of yourself as a brand and you have to think of your stakeholders as customers. Yes, whatever else you're delivering (data, insights, product), close your products and allows you to leverage all the deep knowledge, we have marketing to customers and think about it internally with your analytics division as your brand.

Abbas Arslan ’s Creative GPT: Practical AI Applications in Advertising at Coca-Cola: Practical AI applications in advertising.

Abbas Arslan, with 18 years of experience at Coca-Cola, shared fascinating insights on how the company remains among the top 10 most teen-relevant brands through innovative AI applications. He highlighted how AI is used in advertising, focusing on communications development, research, and the creation of impactful Big Ideas.

His presentation on Coca-Cola's use of Generative AI was truly inspiring. Abbas demonstrated how AI can make advertising campaigns faster, cheaper, and more effective. With AI, we can transition from slow, linear processes to rapid, iterative strategies, making our work more impactful and data-driven.

One of the coolest examples Abbas shared was about testing Super Bowl 2023 ads. Using AI, Coca-Cola evaluated 42 ads in just 2 days—a task that would normally cost $800K and take months. The AI provided clear rankings, showcasing its efficiency in handling large volumes of content quickly.

Abbas explained the AI-Integrated Creative Process, which enhances every stage of campaign development:

• Insights Lab: Dives deep into assessments and uncovers insights quickly.
• Idea Hero: Generates new ideas while leveraging historical ones.
• XP Design: Creates seamless user journeys and integrated experiences.

He highlighted how AI opens up new creative possibilities, enabling real-time insights and fostering rapid experimentation. This allows us to craft more compelling and effective campaigns.

Working in the advertising industry, I'm excited to see how Generative AI will transform our work. With AI, the future of advertising is not just faster and cheaper but also smarter and more creative. Abbas's examples demonstrated how AI can drive marketing innovation and produce extraordinary results, promising to elevate the impact and efficiency of our efforts.

Abbas has also founded a startup, AICMO, focused on leveraging generative AI for advertising. I can't wait to follow his journey and see what he brings next!

Jim Gianoglio ’s Cracking the Code: Mastering Modern Marketing Mix Modeling: Advanced techniques in marketing mix modeling.

If you work in the marketing analytics world long enough, you can't escape the world of Market Mix Modeling (MMM). Little did I know that the Jim I met at my first Measure Camp in NYC was a long-time MMM expert. Jim Gianoglio's recent presentation was a masterclass in making complex concepts relatable and practical, breaking down how market mix modeling identifies relationships between marketing spend and revenue.

Jim’s discussion on the practicality of market mix modeling was particularly insightful. He outlined three key considerations for effective modeling:

1. Too Little: Ensuring sufficient marketing spend (at least $1 million annually) and enough variability in spending across different channels.
2. Too Granular: Recognizing that market mix models won’t optimize at the granular level (like specific ad groups or keywords) but are effective for higher-level budget allocation across channels.
3. Too Long: Acknowledging that extremely long sales cycles can complicate the effectiveness of these models.

Jim also offered actionable insights and resources like open-source packages such as Meta’s Robyn (for R enthusiasts) and LightweightMMM (for Python users), highlighting their robust documentation and supportive communities. Calling all CMOs—if you need better ROI on your marketing spend, you should definitely check out Jim's Cauzle Analytics.

Lea Pica’s 5 Hollywood Storytelling Secrets for Business Data Presentations

As a long-time follower of Lea Pica's "The Present Beyond Measure Show: Data Storytelling, Presentation & Visualization," I was thrilled to see Lea present her storytelling techniques on stage. Watching her transform data presentations into engaging narratives felt like a crash course in her entire podcast, and it was nothing short of inspiring.

Lea focused on using Hollywood storytelling techniques to enhance data presentations. She highlighted the story arc, which includes the following key elements:

1. Setup: Introduce the context and main characters, setting the stage for what is to come. This is akin to the beginning of a movie where the audience gets familiar with the basic premise.
2. Conflict: Introduce a problem or challenge that needs to be addressed. This is the central issue that drives the story forward and keeps the audience engaged.
3. Rising Action: Build anticipation and tension by presenting data and insights that complicate the problem or highlight its significance. This phase involves detailed analysis and findings that lead up to the climax.
4. Climax: Present the most critical piece of information or the most significant insight. This is the turning point of the presentation where the audience sees the peak of the narrative.
5. Falling Action: Show how the presented insights or solutions start to resolve the conflict. This phase involves showing the impact of the data and how it can address the problem.
6. Resolution: Conclude with a clear, actionable takeaway or recommendation. This is where the narrative wraps up, providing a satisfying ending that ties all the elements together and leaves the audience with a clear understanding of the next steps.

Lea's emphasis on structuring presentations as narratives really resonated with me. She explained that good stories create anticipation, evoke emotions, and have a clear resolution—crucial elements in making data more relatable and impactful. Her practical examples and lively delivery made the concepts easy to grasp and exciting to implement.

If you're eager to improve your data storytelling skills, I highly recommend checking out her book "Beyond Measure." It delves deeper into these storytelling strategies, offering practical advice on crafting presentations that not only convey data but also resonate with audiences and inspire action.

Muhammad Ali’s The Dork Knight Rises: Birth of an Analytics Practice: Building and growing an analytics practice from scratch.

In his talk, Ali emphasized the importance of "How to Win Friends and Influence People" as essential reading for improving interpersonal skills and professional relationships. He stressed the value of maintaining control over what can be controlled and the significance of a collaborative approach. Ali concluded by underscoring the importance of self-awareness, honesty, and supporting colleagues to navigate complex professional environments successfully. Key takeaways from Ali's talk include the significance of interpersonal skills, the importance of maintaining control and collaboration in projects, and the value of self-awareness and honesty in professional settings. Ali also highlighted the need for a clear vision and perseverance in achieving long-term goals.

Books recommended by Ali: How to Win Friends and Influence People

Kudos to Ali for introducing me to this amazing data community! It all starts at Analytics Cohort with Jim Sterne. Highly recommended for anyone who wants to advance their analytics career to the next level and seeking supportive mentorship and peer community. See what Josh Silverbauer has to say about it.

Barbara Kalicki, MBA, SA and Claire Young’s Amplify Your 1st Party Data Strategy with CAPI (Conversion API): Enhancing data strategies with conversion APIs.

As the digital landscape evolves, the impending deprecation of third-party cookies in 2025 presents significant challenges for marketers relying on these cookies for tracking and targeting. Third-party cookies have been a staple for understanding user behavior and optimizing advertising strategies. However, increased privacy regulations and changes in browser policies have necessitated a shift towards more robust and privacy-centric solutions. This is where Conversion API (CAPI) comes into play. CAPI is a server-to-server integration that bypasses the need for third-party cookies, allowing businesses to directly send first-party data from their servers to advertising platforms. Claire and Barb showed us how CAPI unlocks a unified data strategy, augmenting our first-party digital data to enhance the accuracy and reliability of data used for targeting, personalization, and measurement. This method not only ensures compliance with privacy standards but also empowers organizations to maintain effective marketing performance and build deeper, more trusted relationships with their customers by leveraging their own data assets. Implementing a strong first-party data strategy becomes crucial in this context, as it helps businesses navigate the changing ecosystem and maintain a competitive edge.

Jeffrey Strome’s Catering to Picky Eaters: Innovative approaches to data customization.

Jeff Strome, a former chef turned data engineering expert, used restaurant customer personas to explain handling different client types in the data profession. He likened the relationship between analysts and stakeholders to dining at a restaurant: setting expectations with a menu, clear communication, and building rapport. He shared stories about clients demanding the data equivalent of an eggless omelet and needing a data "EpiPen" to fix urgent issues. His main lesson is to train clients to be better patrons, ensuring they are happy, well-informed, and satisfied with the experience.

Jeff emphasized the importance of understanding stakeholders, gathering precise requirements, and building robust data quality monitoring solutions. By tailoring data presentations to individual client preferences, he showed how to boost satisfaction and trust. His practical examples from various industries highlighted that understanding specific client needs leads to better outcomes. As someone working in the client relationship business, I'm excited to apply these insights to improve our data-driven strategies and client interactions, making our work more impactful and enjoyable.

Bonus

Saving the best for the last, if you scroll this far, here is a treat, please check out Josh Silverbauer 's surprise performance in summing up the amazing Marketing Analytics Summit 2024:

PS:

If you couldn't make it last time, don't fret. If you can travel outside of the U.S., you can check out Marketing Analytics Summit in London (UK) on October 24-25.

If you are within the U.S., come join us @MeasureCamp Chicago, meet with industry leaders like Adam Greco and network with fellow marketing analytics masterminds. It's FREE to attend, and you set the agenda—true to the spirit of MeasureCamp , an unconference where everyone is welcome and encouraged to contribute a session. Grab your tickets now and see you there! Maybe join us for dim sum too? 👀