MediaPost – OMMA Data & Targeting

Agenda

7:30 AM

Registration Opens

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:45 AM

Welcome & Opening Remarks

9:00 AM

Keynote: Getting Personal: The Power, Pitfalls and Potential of Behavioral Targeting Today

9:45 AM

Keynote: The Evolution of Data and Promise of Analytics

10:15 AM

Agency Workshop: Which Data Matters to Your Client?

Media buyers and planners are overwhelmed with increasingly complex datasets from classic behavioral tracking to new layers of social, e-commerce and semantic analyses to determine consumer mindset and intent. As the piles of data mount, how much of it are the buyers and planners actually using for campaigns and how are they determining its value and relevance to marketers’ goals? If, as the saying goes, data is the new media, how effective are these emerging methods of audience buying…really? We ask the buy side executives most experienced in the new dark arts of digital targeting to speak from example and share what is and is not working for them and their clients in the new data economy.

Moderator: Cory Treffiletti , SVP, Marketing, bluekai
Panelist: Deidra Bodkin , Media Director, Razorfish; Drew Wahl , Media Strategy Director, AKQA

11:00 AM

Coffee Break

11:30 AM

Search and the New Retargeting

Combining the targeting precision of search with the inventory and creative breadth of display, retargeting users off of search has become an increasingly attractive way for SEM to extend its reach and efficiency. When a keyword query qualifies a user for display retargeting a marketer can combine the strengths of search and display. When executed wisely, search retargeting can lead to display efforts that can customize creative according to keyword combinations, touch the consumer at their moment of heightened intent and even deliver back to the marketer important data about their search strategies. But how does this multi-disciplinary approach work best, and what does it require of the traditionally siloed agency? How do marketers determine the best keywords to use in these campaigns and what do they know about the sources and quality of the data? Our panel from across the search retargeting value chain queries this emerging model for its power and its pitfalls. Watch Complete Video

Moderator: Derek Gordon , Partner & CMO, Re:Imagine Group
Panelist: Jeff Campbell , Co-Founder and VP, Resolution Media; Rob Griffin , EVP, Global Director of Product Development, Havas Media; Harrison Magun , SVP Paid Media and Analytics, Covario

12:15 PM

You Might Like This…The New Age of Discovery in Recommendation Nation

Marketers aren’t the only ones getting overwhelmed with data sources. In the one-click-away Internet publishers and retailers are struggling to increase engagement by helping users discover more of what they want and need without going elsewhere. The recommendation engines of old now have the jet fuel of Facebook ‘Likes,’ the social graph and now mobile geo-location added to the blend. And now the art and science of discovery has expanded far beyond retail and into video, devices and content. Some publishers use third party engines to help extend their content reach into other Web sites, while others are leveraging their own engines to target ads for clients. And now personalized recommendation engines are emerging in video and mobile platforms to help consumers discover products and resources. But how does this art and science of discovery ultimately help content providers, e-retailers and the marketers who work with them better understand their audiences and craft smarter ad and content distribution strategies in the cluttered digital environment?

Moderator: Daniel Ambrose , Managing Partner, ambro.com, corp.
Panelist: Heidi Browning , SVP, Strategic Solutions, Pandora; Eric Johnson , SVP and GM, CBS Interactive News & CNET; Marc Leibowitz , VP, StumbleUpon; Michael Strickman , CTO, ChoiceStream

1:00 PM

Lunch

1:10 PM

Sponsor Lunch Presentation

2:00 PM

BT From the Trenches: An Agency’s Reflections

2:30 PM

Privacy Goes Public: Data, Security and Brand Reputation

The great privacy and data protection debates no longer involve just ad tech companies consumers never heard of and watchdogs only journalists call. How and what are Apple and Google tracking on my phone? Which of my social activities is Facebook sharing with whom? How much of my and my kids’ personal information did the hackers of Sony’s massive network get? And how in the world did thieves lift PIN numbers from Michaels? And Visa and Master Card want to do what now…turn our phones into credit cards? Data security and privacy concerns have conflated, legislators have their hair on fire, and high profile consumer brands now appear in unflattering headlines. And all of these concerns become more critical as they move onto the most personal, high stakes device of all, our phones. Are data and security now brand issues? How are reputations now at risk as the harsh light of media and politics move to data? What do marketers, security and data pros need to do to serve the larger interests of their clients in the new age of transparency? Watch Complete Video

Moderator: Wendy Davis , Senior Writer, MediaPost Communications
Panelist: Mara Golden , Communication Strategy, Goodby, Silverstein & Partners; MeMe Jacobs Rasmussen , Chief Privacy Officer, Adobe; Ho John Lee , Principal Program Manager, Microsoft Bing – Privacy; Fran Maier , President and Founder, TRUSTe; Megan Mokri , Director, Agency Relations, Evidon

3:15 PM

Coffee Break

3:30 PM

Behavior Meets Brand: Can High Tech Measure and Manage High Level Attitudes, Motives, Brand Connections?

It all started with tracking “purchase intent” and targeting ads to close the deal and make the sale. Increasingly, marketers are looking to data providers and behavioral targeting for a broader range of tasks, including lifting brand metrics on campaigns, tracking consumer attitudes towards a campaign, understanding the purchase lifecycle of consumers to enhance CRM and even drilling into psychological motivation to segment and target new audiences. Behavioral data has a new value in the marketplace: offering higher-level views of customers, campaign effectiveness and targeting. How are these new uses of data helping marketers get smarter about what they do and perhaps changing the business and product offerings of the data and targeting companies themselves. View Presentation Slides

Moderator: Marta Kirsis , Director, Insights, Recyclebank
Panelist: John Grudnowski , Founder, CEO, FRWD; Jeff Hirsch , CEO, Underdog Media; Matt Parry , Web Analytics Evangelist, Digitaria; Toby Skinner , Director of Marketing, Weather Underground

4:15 PM

The Moving Target: Grilling the Mobile Providers

The next great frontier for behavioral targeting and user data is mobile, maybe. Combine usage patterns with location information, and you can put clients within inches of a consumer’s purchase. Or so the theory goes. Mobile media promises true one-to-one marketing and point-of-sale presence, but what really is possible here now and in the forseeable future? Mobile is many platforms working across multiple networks and countless different devices. What kind of audience segmentation and scale really are available in such a fragmented environment, or is the targetability of mobile just a lot of hype? In our traditional OMMA Behavioral Grill the Vendors session we turn the heat up on the marketing trade’s latest darling – mobile – and cut the fat from the meat. Watch Complete Video

Moderator: Patrick Collins , CEO, 5th Finger
Panelist: Michael Chang , CEO, Greystripe; Alistair Goodman , CEO, Placecast; Beth Gregg , Director of Sales, DataXu; Dan Grigorovici , former Software Manager, Analytics, iAd, Apple; Jorey Ramer , Founder and VP of Corporate Development, Jumptap

5:00 PM

Conference Concludes

5:15 PM

Cocktail Party

"OMMA Behavioral does it every time. I’ve attended four times, and this event continues to evolve, thoroughly covering the industry’s most current trends and concerns. I look forward to the next one."
~ Jeff Mills, VP, Partnerships, Criteo

"OMMA Behavioral provided me with unique and actionable perspectives on the state of digital. An excellent show."
~ Charlene Weisler, Marketing Consultant

"I highly recommend OMMA Behavioral for anyone looking to hear what the experts have to say about targeting on-line. I’ve attended OMMA Behavioral in past years, and always find it extremely helpful."
~ Josh Shatkin-Margolis, CEO, Magnetic

Thanks To Our Sponsors

Sponsors