Growth Marketer’s Guide to MAC

Monica Knoblaugh

May 14, 2019


MAC is a two-day conference for marketers focused on analytics and growth.


Start 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 utilizes Reinforcement Learning to drive growth in your KPIs.


Chairperson, 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 15thSessions
8:00 am Registration & Networking
8:45 amMAC Engagement Workshop

Marni Edelhart,
VP of Content, Momentum

Joe Guith
President, McAlister’s Deli

Marketers 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 Value

Christina Ellwood
CMO, Scaled Inference

Learn 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 Break
10:45 am Identifying Opportunities & Creating the Action Plan

Derek Bantra
Director of Concepts & Global Innovation, UPS

Brad Williams
Shopper Experience Innovation, Coca Cola

In 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 pmLunch
1:00 pmChair Person’s Remarks

Seda Pazarbasi
Managing Director of Marketing Insights, American Cancer Society
1:10 pmIdentifying High-Value Actions with Real-World Rewards

Rena Watanabe
Head of Developer Marketing & Marketing Tools, Amazon

Learn 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 Data

Jesse Wilcon
Data Science & Analytics Lead, Publicis Sapient

Hear 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 Break
3:15 pmLeveraging Identity Resolution and Real-Time Analytics

Chris Harrison
President, FullContact
3:40 pmApplying Deep Learning & AI to Build Engaging Personalized Digital Customer Experiences

Giri Tatavarty
VP of Data Science, 84.51

Hear 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 Personalization

Tom Treanor
Global Head of Marketing, Arm Treasure Data

In 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 Learning

MJ Panda
VP of Global Commercial Product Analytics, American Express

What 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 Remarks
5:00 pmCocktail Hour

Join us at the conference, stop by our booth and enjoy a heavenly Maven’s Ice Cream Sandwich : )

Day 2

Join us at the State Farm Arena for day two of MAC. 


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!


Discover 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 16th Sessions
8:00 amRegistration
9:00 am Opening Remarks

Seth Goren
SVP, Media, Strategy & Analytics, Discovery
9:10 amANA Presentation

Mark Kaline
SVP Data Marketing & Analytics, ANA
9:20 am

Customer 360: Driving Connection & Collaboration of Technologies

Ningyu Chen

VP, Data Platforms & Services, Macy’s

This 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 Effectiveness

Ray Owens
CEO, DX Marketing

This 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 am Networking Break
10:50 amTrack A: Integrating Data & Marketing Strategies

Katie Malone
Director 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 Gap

Mark Coffey
EVP of Partnerships, GasBuddy

Discover how location data connects consumers’ online and offline journeys.
12:00 pmLunch
1:00 pm Collaborating to Compete with Marketing Analytics

David Elgin
VP Analytics, Atlanta Hawks

Rob Laycock
VP of Marketing, Atlanta Hawks

Hear how the Atlanta Hawks have created a partnership within their teams to continually elevate their growth and build deeper engagement while considering creative approaches across business platforms.
1:35 pmPersonalization at Scale

Karisa Booker
Director of Guest Analytics, AMC Theatres

Julius Lai
SVP Digital and Loyalty Marketing, AMC Theatres

One-to-one content is a foundational part of how they market and engage with their guests, and analytics is at the forefront. Join this session to hear how AMC uses analytics to turn a national brand into a personalized experience that can be operationalized at scale.
2:10 pmThe Evolution of Internal Marketing Analytics Products

Sol Rashidi
Chief Data Officer, Sony

Ash Dhupar
Chief Analytics Officer, Publishers Clearing House

Developing products and tools to enable marketing analytics is a continuous iterative cycle. Learn how to conquer the challenges in this session.
2:45 pm Networking
3:00 pmMarketing in the Era of Subscription Economy

Tunc Berkman
Chief Marketing Officer, Vestel

Companies are changing their business models from selling products to servicing and creating experiential business models. Learn how Vestel focuses on improving customer experience in the rise of the subscription economy, with some global examples on subscription-based models.
3:40 pmGeorgia Pacific Unlocks the Enormous Potential in Their Data with Knowledgehound

Andrew Desmarais
Director of Business Development, Knowledgehound

John Pfalzgarf
Senior Director of Insights Paper Goods, Georgia Pacific

Learn more about how Georgia Pacific combines the power of search and visual analytics across their research with KnowledgeHound to ensure customer insights back every decision.
3:55 pm The Scoop on Machine Learning for Optimization

Christina Ellwood
CMO, Scaled Inference

Hear the Scoop on Machine Learning and get a taste for how growth marketers can take advantage of this game changer!
4:15 pmMarketing Analytics Business Model Innovation: Consumer Ownership

Doug Nielson
SVP Innovation Research & Development, US Bank

Learn how to drive a culture that puts customer privacy first, enables customers to want to share information and where there are opportunities to integrate these changes into the decision-making process.
4:50 pm Chair’s Closing Comments

Seth Goren
SVP of Media & Analytics, Discovery

Where to Stay:

The Whitley Hotel

3434 Peachtree RD NE, Atlanta GA 30326

Restaurants We Crave:

South City Kitchen

Modern Southern Cuisine


Farm to Table American Fare

St. Celia

Upscale Italian