The Midwest’s only conference dedicated to marketing analytics


Thu, September 20, 2018
9:00 AM – 5:30 PM CDT



Boulevard Brewing Company
2501 Southwest Boulevard
Kansas City, MO 64108
The Marketing Analytics Strategy Summit, presented by Alight Analytics, is a powerful one-day event designed for growth-minded marketers.
Discover how marketers at Maui Jim, Hill’s Pet Nutrition and other leading organizations are innovating with marketing analytics.
You’ll hear firsthand how they’re using the power of data to gain new insight into their businesses, grow revenue and achieve real wins.

9 – 9:30 a.m.
Registration and Greeting

9:30 – 10 a.m.
Keynote: Welcome to MASS
Matt Hertig, Alight Analytics
We’ll cover the strategy behind the strategy summit: showing marketers how to use analytics to deliver real business results.

10 – 10:45 a.m.
Spotlight Analyst Relations: The Marketing Analytics Landscape
Andrew Hsu
What are the most important trends shaping the marketing analytics space? We’ll survey what the leading experts and analysts are saying.

10:45 – 11 a.m.

11 – 11:45 a.m
Hill’s Pet Nutrition: Building a Global Measurement and Reporting Strategy
Christy Borrowman
Hill’s Pet Nutrition sells its products internationally, so it needed a framework for measuring and communicating its marketing performance around the globe. Here’s how they did it.

LUNCH | 11:45 a.m. – 1 p.m.
emfluence: Now What – Applying Analytics to Your Marketing Strategy
David Cacioppo
Get practical advice for using marketing analytics in your business, including how to:
• Apply analytics to segment your marketing campaigns
• Leverage analytics to uncover new opportunities
• Predict and prove ROI on your marketing spend

1 – 1:45 p.m.
Maui Jim: Building Stronger Connections Between Online and Brick-and-Mortar
Harry Williams
Maui Jim sells the world’s greatest sunglasses, online and through a network of brick-and-mortar retailers. Learn how the company uses analytics to bolster its Reserve program, where customers can buy online and pick up at nearby stores.

1:45 – 2:15 p.m.
GlynnDevins: Leveraging Data to Enable Your Sales Team
Mark Johnston
Integrating platforms with your CRM creates a rich hub of marketing and sales data. See how GlynnDevins utilizes this data in senior living to facilitate engagement with prospects, provide meaningful insights to sales counselors and ensure the sales team is spending more time with the best prospects.

2:15 – 2:30 p.m.

2:30 – 3:15 p.m.
Mattel: Putting Your Data to Work
Mark Hsu
You’ve done the hard work of bringing all your datasets together in a single source of truth. But what do you do next? How can you use your data to make your business better? Mattel’s Mark Hsu talks about the most common roadblocks to productizing your data and advocating for its power inside your organization. And he’ll share strategies for connecting decision-makers with the insights they need most.

3:15 – 4 p.m.
The Next Evolution: How to Take Your Team Beyond Basic Reporting
Jamil Malone, Sullivan Higdon & Sink; Erin Sten, Wellmark
Ready to take the next step – but aren’t sure what that looks like? Hear how other analytics teams have stepped up their game.

4 – 4:15 p.m.
Make 2019 Your Best Year Ever
Michelle Jacobs, Alight Analytics
We’ll recap everything we’ve covered today – and show you how you can put it to work.

4:15 – 5:30 p.m.
Happy Hour and Networking

You’ll also enjoy a barbecue lunch at Boulevard Brewing Co., a Kansas City gem, and wrap up the day with a Happy Hour and networking session.


Helzberg School of Management at Rockhurst University
Digital Summit KC


Alight Analytics is a global pioneer in marketing analytics, delivering powerful, actionable insights to advertising agencies and brands through ChannelMix, the world’s first marketing data management platform, and the Insight Analytics Group, Alight’s professional services division.