January 17, 2017The Westin Georgetown

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After the Earthquake: The Great Data Meltdown of Campaign ‘16

Campaign 2016 surely upended all common understanding of who we are as a nation. But at the same time did it also cast serious doubt on the methods of modern analytics and marketing? Polling was often scandalously off. Data-driven ground games and massive TV buys delivered questionable returns. And our database understanding of who and how many would vote proved murky at best. Was this a failure of data or its practitioners? In either case, should this election make all data driven marketers in and out of politics re-think the accuracy and value of the “laser-like targeting?”

The fourth annual MediaPost Marketing Politics event will be marketer’s first draft of Campaign ’16 history. This was supposed to be the election cycle where digital channels and data-driven models that now dominate all consumer marketing showed their mettle in politics? Was this a failure of those technologies and approaches or just a reminder of their limitations? Are there larger lessons here, perhaps even early warning signs, for all consumer marketing tech? 

 

We will ask:  

  • Was Campaign -16 a meltdown of data-driven consumer profiling?
  • Did TV and online video, especially hyper-targeted and programmatic inventory – really matter this cycle? 
  • How did parties, PACs and campaigns leverage those infamous data war chests they had been stuffing in recent years? 
  • What drove the digital fundraising juggernaut on national and local levels?
  • All social platforms offered election year products, but did any perform for campaign?
  • What role and funding did digital teams enjoy this cycle? How were they organized, optimized, assessed? 

Featured Speakers

Marketing: Politics 2017 Participants Include:



 

In the 2016 edition of Mediapost’s Marketing: Politics we focused on the key decision points political marketers would encounter in the coming election about how best to deploy the big data and nano-focused targeting technology that would power what may be the first digitally-powered election of our time.


We explored:

  • How did and will digital investments prove their ROI for campaigns compared to other channels?
  • How will 2016 campaign budgets accommodate data and digital ad projects?
  • Making the data matter. Best uses for the voter profiles and prioritizing data-driven projects.
  • Bridging the messaging gap: customizing content as precisely as the data and targeting parse the voter base
  • Leveraging digital to achieve the ultimate KPI – impacting turnout
  • Thinking beyond 2016 and the challenge of activating digital native Millennials

 

Join the conversation #MPMKTG

Conference Content Programmer

Steve SmithSenior Editor, MediaPost

What people are saying about MediaPost's Marketing Politics conference...

"By far one of the best conferences I have ever attended.  It was a no nonsense forum, quality people, great conversation and incredible content"
- Ari Zoldan, Talk Radio News Service, Washington, DC

“This was a comprehensive view of the changing political landscape. A must attend event.”
- Daniel Hodges, Managing Director, Consumers In Motion, LLC

"All politicians in Washington need to make sure to send their campaign managers to MediaPost's Marketing Politics conference. Less than that would be pure trial and error that may cost them large sums with low ROI."
- Harun Kazaz, President and CEO, American Story Channel/American Software Works

"It's exciting times to be in political marketing -- the MediaPost Marketing Politics conference pulls the issues and players together in one place."
- Joan FitzGerald, SVP Television & Cross-Media Services, comScore

"Above all other conferences, MediaPost events provide the most comprehensive insight into the state and future of interactive media, marketing and advertising.  The content is top-notch, and the individuals I have the opportunity to meet, are the ones leading the charge to make interactive a premier medium for advertisers.  These are top-quality events for anyone involved in the digital media space"
- Kevin Klein, Head of Marketing, Global Display Advertising, Amazon.com

"MediaPost's events are a fabulous way to meet industry experts, learn about industry solutions, interact with peer groups and learn about specific channels of interactive media. The contacts I have made at these events will be valuable for years to come."
- Gary Milner, Director, Global Digital Marketing, Lenovo

"I wanted to drop a note and let you know that I thought MediaPost's OMMA content was some of the best I've seen in the past two years at SXSW.  Thank you for allowing me to be a part of your day and conference.  Good luck with the balance of SXSW!"
- Dan Clifford, Vice President, Marketing, Victoria's Secret 


 

Quality Pledge

 
MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.