MC

Steve Smith , Columnist, MediaPost

With the ubiquity of big data, the new role of managing and understanding media isn’t only about gaining access to hard numbers—it’s about learning to translate information into new springboards for action. That trend is making media data professionals more critical than ever, and is catapulting agencies to a new place of prominence in the media landscape—from transaction manager to data guide. In a talk that ranges from real time bidding to social metrics, Mediaocean Chief Strategy Officer JT Batson examines the new world of information stewardship and data-driven optimization that's rapidly emerging.

Keynote

J.T. Batson , Chief Strategy Officer, Mediaocean

Big data comes with big promises – to find new audiences, inform creative, drive media buying efficiencies, find core constituencies. But what has it done for us lately? We start OMMA Data and Targeting with a gut check of how these two concepts really are coming together to improve campaign effectiveness and efficiency. Our agency panel of buyers and planners identifies where and whether these intricate new layers of data (and which ones) are working. How are they determining which data is most important to the goals of specific campaigns and also ensuring its quality? How is data becoming part of the optimization process? And in the end, is the cost/benefit of this more complex and costly economy proving its worth?

Moderator

Christine Bensen , National Lead, Digital Media , iCrossing

Panelist

Jennifer Biggerstaff , VP Media, Placements Media

Genny Drennen , Vice President, Director of Integrated Media, Fraser Communications

Rudy Grahn , VP of Analytics, Optimedia

Michael Horn , SVP, Managing Partner, Decision Sciences, UM

Jack Wiese , Senior Media Analyst, Ignited

Why use commodity audience buying when you can interact with consumers at the point when they are MOST engaged in the topic you have expertise on? Smart brands are moving from buying cheap audiences to using data to create engagement-oriented, contextually relevant conversations. We know that content – in the right context - outperforms audience buying hands down, and the ability to target these segments is becoming much more sophisticated and social. Brands are becoming publishers. A veteran of the premium content space and Federated CEO Deanna Brown discusses the ways in which publishers can leverage data and high tech targeting without sacrificing the value of content and context.

Keynote

Deanna Brown , CEO, Federated Media Publishing

It isn’t just a matter of hiring mathematics PhDs and sticking them in a number-crunching room. Data manipulation will live up to its promise of transforming the display business when the practice of analytics is woven into all levels of an organization. Agency thinking, from planning to creative, and all aspects of the enterprises agencies serve, from marketing to product development, need to be plugged in to the torrents of data flowing in from multiple inputs. How are brands and their agencies re-tooling technologies, staff and processes to make best use of the data and metrics that should be informing them about customers? How are policies being put in place to manage, filter, protect, evaluate and report all the data that is accruing by the nano-second?

Moderator

Joshua Koran , VP Product Management, Research and Data, AT&T AdWorks

Panelist

Tyrone Anderson , Senior Director, Strategic Services, BlueKai

Thomas Bosilevac , Director of Analytics, Digitaria

Richard Notarianni , Executive Creative Director of Media, Euro RSCG NY

Norm Page , Founding Partner, Same Page Capital

Ivan Sucharski , Data Strategist, Medio Systems

How is the promise of data and attribution being harvested by new business models that go well beyond the alphabet soup of ad tech? Are paid media feedback data and free earned media impressions on social networks driving ad pricing into secular decline?  Does the traditional assumption that "% of time spent with a medium will equate to its % of the ad budget" even apply anymore? Salmon presents a holistic view of data beyond ad tech to embrace data aggregators like Acxiom and agencies like WPP.  “Data” is not that simple anymore.

Presenter

Dan Salmon , Equity Research Analyst, Advertising and Marketing Services, BMO Capital Markets

Keynote

Colette Dill-Lerner , VP of Internet Marketing, Guthy-Renker

Interviewer

Erik Sass , Reporter, MediaPost

In a multi-channel world of relentless and very different data inputs, the name of the game in buying and planning is assigning credit and blame to components in that last plan. Everyone knows that “last click attribution” is metrics at its dumbest, but it remains the dominant model. The hunt for the right algorithm goes on and it has spawned layers of solutions. In this edition of the classic OMMA Grill the Vendors session we call in the companies that claim to be cracking the code on attribution. How are they different? How are they valuing their service? Is interactive attribution ultimately evolving into a feature of Web analytics? And what can we learn from these vendors now about assessing the complex impact of offline efforts with online campaigns, branding, earned media, social outreach and search?

Moderator

Colette Dill-Lerner , VP of Internet Marketing, Guthy-Renker

Panelist

Pascal Bensoussan , Chief Strategy Officer, Aggregate Knowledge

Jeff Greenfield , COO, C3 Metrics

Manu Mathew , CEO, Visual IQ

Ari Osur , General Manager, ClearSaleing

Paul Pellman , CEO, Adometry

As offline data merge with online data, companies are realizing new opportunities for cultivating real conversations with their customers across channels. At the input level, from loyalty programs to deeper profiling, brands can find new ways to know their customers better and model their future behaviors more accurately. But the outputs are changing as well. With social platforms and mobile devices, companies can find ways to bring real utility to their users that go far beyond the tried and true email blasts, special offers and banner retargeting. The old adage still applies: your current customer is also your best future customer. But how are marketers leveraging the newest tools of data collection and interactive communication to craft real conversations with their loyal base?

Moderator

Allan Dib , Senior Partner, Group Director Insights, MediaCom

Panelist

James Green , CEO, Magnetic

Craig Lister , VP, Solutions Lead, RAPP LA

Mark Miller , Senior Vice President, CRM Practice Lead, Digitas

Killian Schaffer , VP, CRM Strategy Director, Cramer Krasselt

Bernie Yu , SVP of Marketing, Adara Media

Among all of the streams of interactive data now available, social media casts off the biggest gusher. But has social media, as a source of targeting data and as an environment for targeted advertising, really panned out? Since we started talking about social as data and “social graph targeting” three years ago, what best practices have emerged for mapping the right data to your brand’s needs, for integrating the social data into the rest of your targeting mix?  When are tweets, profiles, comments, Likes and friends of friends real signals worth pursuing and when are they noise in need of filtering? And where is this social data most effective – within the notoriously unresponsive social network environments themselves or everywhere (anywhere) else on and off the Web?

Moderator

Judit Nagy , Vice President, Digital Analytics, Fox Broadcasting

Panelist

Charlie Black , President & Chief Strategy Officer, Technorati

John Bohan , CEO, SocialTyze

Michael C. Newhouse , Director Marketing & Business Development, Version X

Keith Pape , VP Social, Mobile & Emerging Media, Ayzenberg Group

Carree Syrek , Chief Strategy Officer, Kinetic Social