MediaPost – OMMA Data & Targeting

8:00 AM

Sponsored Breakfast Presentation

9:00 AM

Opening Remarks

9:15 AM

Keynote: Data Doesn’t Bleed

9:45 AM

Offline and Online Data: Match Made in Heaven?

The offline data kingpins are coming online in a big way in 2010, bringing with them much more than clickstreams and browsing histories. Acxiom, Experian, TARGUSinfo, Next Jump and others are telling marketers to value what a consumer actually has done, not where they travel virtually. Credit card data, purchase patterns, customer support information – real world behaviors from real people. These companies offer marketers a real opportunity and online behavioral data companies a real challenge. How do search histories and social media chatter, content consumption and retargeting programs compare to these new offline data sets? What data makes the most sense for your brands and marketing goals?

Moderator: Lance Neuhauser , CEO, The Echo System
Panelist: Paul McLenaghan , VP of AdAdvisor Platform, TARGUSinfo; Robin Neifield , CEO, NetPlus Marketing; Russell Nuzzo , VP, Group Lead, Cultural & Business Insights, RAPP; Bill Tancer , GM of Global Research, Experian Hitwise

10:30 AM

Agency, Heal Thyself. Thoughts on Agency Operations in a Exploded Media World

11:00 AM

Break

11:30 AM

Buyers’ Roundtable: Which Data Finds the Right Audience

Data providers promise the moon but what are agencies and planners really buying and how are they filtering the good from the bad, the relevant from the unproven? In this roundtable discussion agency executives, buyers and planners share their best practices and biggest headaches when trying to corral the available data into audiences their brands need. Even more importantly, how are buyers executing on the plan? How many networks are too many or not enough? How is the data informing creative? What optimization is taking place and where during the campaign? The people on the front lines roll up their sleeves to show us how it is done and what still needs ot be done to make their jobs easier.

Moderator: Alan Chapell , President, Chapell & Associates
Panelist: Melissa Adams , Executive Media Director, Organic; Michael Andrew , Director, Search and Analytics, Mediasmith; Adam Kasper , EVP, Havas Digital; Mike Venables , Group Planning Director, Neo@Ogilvy

12:15 PM

Show Me the ROI: Make Behavioral Targeting Drive Sales and Revenue for Your Brands

Just as offline data companies are rushing into the online targeting game, online behavioral advertising is starting to prove itself out in offline behaviors. BT lets a marketer target just those consumers who are most likely to make real world buys. Major brands are now using custom behavioral targeting methodologies to find the attributes and behaviors that best correlate to purchase intent and then can be applied across on-site marketing, direct marketing efforts and enhanced retargeting. Our panel of brands and marketers shows you how behavioral methods are proving out in the one metric that matters most, point of sale.

Panelist: Christian Dietrich , Director, Tribal DDB; John Nardone , Chairman and CEO, [x+1]; Keary Phillips , Senior Digital Marketing Program Manager, Allstate Insurance Company; Jorge Ruiz , Partner, Associate Director, Analytics, Ogilvy; Mitch Spolan , VP, North American Field Sales, Yahoo! Inc.

1:00 PM

Lunch

1:15 PM

Sponsored Luncheon Workshop Presentations

2:15 PM

Keynote: Look for that Privacy Label

2:45 PM

Buyers’ Roundtable: Building the Better Attribution Model

Buyers and planners can’t allocate resources and execute strategies understanding which piece of the plan is doing what sort of work. With so many online and offline pieces of data and creative participating in campaigns, “attribution” has become the elusive goal for planners. Third party vendors are rushing to turn the challenge into a service, but most agencies have been left to build their own models. How are they doing it? We invite some of the best in the business to share their successes and failures in attribution and how they are effectively using the last campaign to improve the next. Everyone knows that marketers have to get beyond valuing only that last click before a conversion, but how do we get there?

Moderator: David Cooperstein , Research Director, Forrester Research
Panelist: Rob Griffin , EVP, Global Director of Product Development, Havas Media; Yaakov Kimelfeld , SVP Digital Research and Analytics, MediaVest; Shaun Quigley , VP, Digital Practice Leader, Brunner; Jennifer Zola , Partner, Director of Strategy and Insights, MEC Interaction

3:30 PM

Break

3:45 PM

On the Mommy Track: CPGs Get Into the Behavioral Game

For consumer packaged goods marketers, moms are the primary target, and yet these sophisticated onliners are increasingly fragmented across endless women’s site, mommy blogs, and social media. How are the CPGs finding and following them, and how are these marketers leveraging targeting technology to find efficiencies? And how are all of these venues also rendering data that helps the traditional consumer brands refine their messaging and offers? At each OMMA Behavioral show we do a deep drill into the marketing best practices from specific audience segments and verticals. As more big brand marketers look to the Web to reach those key everyday consumers, the CPG pros show us how it is done.

Moderator: Daniel Ambrose , Managing Partner, ambro.com, corp.
Panelist: Alex Bombeck , President, North America, Euro RSCG Discovery; Emily Cushman , Sr. Manager, Consumer Insights and Strategy, J.D. Power & Associates; Michael Fogarty , Group Publisher, BabyCenter; Adam Gouttierre , Senior Product Manager, Microsoft Advertising; Nicole Victor , Director of Planning, Huge

4:30 PM

Grilling the Content Farmers: When Data Drives Publishing

A new breed of publishing emerged this past year that reverses the polarity of traditional behavioral targeting. Instead of using content to identify user interests and target ads, they use search and other online behaviors to direct which content to create and push in real time into the information economy. Traditional publishers recoil at the prospect of automated editorial decisions, but do these brash new players have something to teach old media? Advertisers wonder what value to place on these audiences and their declared interests. We bring together new and old publishers and their ad clients to explore the implications of a demand-side content economy.

Moderator: Terence Kawaja , President and CEO, LUMA Partners LLC
Panelist: Saul Hansell , Programming Director, seed.com, AOL Inc.; Patrick Keane , CEO, Associated Content, Inc.; Steven Kydd , EVP of Content, DemandMedia; Bruce Smith , Chief Strategic Officer, Answers.com; Josh Stinchcomb , Publisher, Conde Nast Digital

5:15 PM

Conference Concludes

Agenda

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