The document summarizes 10 key takeaways from the 2018 ANA Advertising Financial Management Conference. The takeaways discuss the need for accountability and using data to back up decisions, addressing the differences between how marketers and finance view terminology, balancing privacy and value in AI use, ensuring brand safety online, managing risks in digital advertising, having processes for working with influencers, focusing on long-term customer relationships not just short-term sales, discussing money issues openly with clients and agencies, and embracing constant learning instead of making predictions about the future.

1. 10 TAKEAWAYS
FROM THE
2018 ANA
ADVERTISING
FINANCIAL
MANAGEMENT
CONFERENCE

2. A number of pressing concerns wove their way through the
2018 ANA Advertising Financial Management Conference,
April 29–May 2, in Hollywood, Fla. From artificial intelligence
to transparency, speakers had a lot of good advice for attendees.

3. Here are the 10 key takeaways they shared
during the four-day conference.

4. Warren Byrum, VP of professional services and marketing procurement at State Street Corp.
“ACCOUNTABILITY IS THE NEW NORM.”

5. Brands need to be smart about proving how their campaigns are driving ROI,
that partners are being transparent, and that decisions are made based on
solid data. Going off of gut feelings or one person’s opinion are no longer
acceptable ways to do business.
5© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

6. Denise Karkos, CMO at TD Ameritrade
“DATA IS MARKETING’S ARMOR”

7. Marketers need to be able to back up every decision, every tactic, every
campaign with data. Being able to point back to the science of a decision
goes a long way to proving marketing accountability.
7© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

8. Karen Ebben, director of MASB and founder of Global Marketing Impact, LLC
“FINANCE AND MARKETING DON’T ALWAYS SPEAK THE SAME LANGUAGE.”

9. When marketers say investments, finance may hear expenses. It’s important
to focus on benchmarks, KPIs, and other data points to make sure everyone
is on the same page.
9© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

10. Sarah Hofstetter, CEO of 360i
“THERE’S A COOL TO CREEPY SPECTRUM IN AI.”

11. In order to get a benefit from artificial intelligence, marketers need to use
data in ways that won’t appear overly intrusive or shocking to consumers.
Brands need partners who know how to use data to connect and add value
to consumers’ lives.
11© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

12. Jake Davidow head of digital marketing for Chase Home Lending at JP Morgan Chase & Co.
“EVERYONE SHOULD BE WORKING FROM A WHITE LIST.”

13. Brand safety isn’t a fad. Whether it happens in-house or through an agency,
marketers need to take steps to ensure their brands don’t appear or become
associated with dangerous or damaging sites online.
13© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

14. Terence Sullivan, digital subject matter expert at Advertising Production Resources
“THE DIGITAL LANDSCAPE IS A SWAMP.”

15. Bot fraud, ad fraud, transparency issues, rogue influencers, rotten data —
there’s myriad obstacles to navigate in the world of digital marketing. Still,
for all its peril, there’s huge value in it as well. As marketers float their brands
across social and digital media, they need to be careful of what lies beneath
the surface.
15© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

16. Sherry Ulsh, senior manager of indirect sourcing at The Hershey Co.
“GET YOURSELF A PROCESS.”

17. Especially when working with multiple influencers, terms and conditions can
vary between individuals, and keeping everything straight can be confusing.
Having set processes will keep teams on the same page and ensure everyone
is operating according to the contract and brand strategy.
17© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

18. Joanna O’Connell, VP and principal analyst at Forrester
“WE’VE FALLEN INTO A TRAP OF OPTIMIZING FOR TODAY.”

19. Marketers need to think beyond the immediate need of making a sale
and focus on developing ongoing, long-term relationships with customers.
Short-term sales are important, but so is building a brand with a legion of
repeat customers and brand advocates.
19© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

20. Dodie Martz, associate partner and director of revenue and operations at Eleven Inc.
“MONEY CONVERSATIONS ARE HARD, BUT THEY DON’T HAVE TO BE.”

21. When discussing money with an agency or client, be straightforward, honest,
and start the conversation early in the relationship. Talk about money as part
of the entire process, not just when it becomes an issue.
21© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

22. Ken Auletta, journalist and media critic with The New Yorker
“IF I SAT TO INTERVIEW SOMEONE AND THEY SAID
‘LET ME TELL YOU WHAT THE FUTURE IS GOING TO BE LIKE,”
I WOULD SAY TO MYSELF ‘THIS PERSON IS AN ASS.’”

23. Things move too fast and too erratically for anyone to make sure-sighted
predictions about the future. In order to prepare for what may come,
marketers need to be in a constant state of trying, testing, and learning.
23© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

24. Interested in what else you missed from this year’s conference?
Our Marketing Knowledge Center has a whole series of recaps
to help you with that.
#ANAAFM