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Thursday, May 23
Welcome and Opening Remarks
- Steve Smith, Columnist, MediaPost
Spending copious amounts of time collecting big data, marketers are asking "now what?" 1-800-FLOWERS.COM President, Chris McCann defines what big data means to marketers, understanding that it's more than just a numbers game, big data is a tool to enhance customer experience, grow business and unlock valuable insight to provide the customer with what they really want.
- Chris McCann, President, 1-800-FLOWERS.COM
Data is more than a database, a DMP and a few proselytizers of this next big thing within a company. In order to get over the buzzword, marketers have to help their companies think beyond the traditional silos and departmentalized operations that characterized corporations of the last century. A consumer-centric, data driven approach to marketing only works when a new sensibility informs all aspects of the organization. How are marketers truly integrating these new data inputs throughout their companies, and having them inform everything from ad spend to product development, future investment to hiring practices? Smart integration requires a multi-pronged approach that aligns technology, company teams, the various channels and then the data to work toward common marketing goals. We start OMMA DDM from the brand’s perspective and how they are using data to drive consumer engagement and growth.
- Michael Wolf, Founder/Managing Partner, Activate
- Jocelyn Cripps, EVP, Global B2C Marketing, Financial Times
- Jessica Kernan, Chief Strategy Officer, North America, RAPP
- Quinn Kilbury, Senior Brand Manager,Pepsi NEXT & Pepsi Innovation, PepsiCo
- Nada Stirrat, EVP/CRO, Acxiom
- Michael Stoeckel, Head of Ad Operations, Digital Marketing Group, JPMorgan Chase @stokeystoeckel
Businesses often use the little black box of data to help with a tactical play in a specific problem. It feels good when it works. Nothing else seems to matter ... but then they're lost in situations where they don't have it. But when a business builds a genuine, deeper understanding of its consumers it gains an advantage every day and across every play it makes. Drawing from his experience leveraging data at one of the world’s largest music publishers and now a leading book brand, David Boyle shows the importance of moving away from thinking of data as a little black box and on to building a deeper understanding of consumers as people throughout your business.
- David Boyle, SVP Consumer Insight, HarperCollins Publishers @beglen
Like every other hot property in the digital age, data has grown a new marketplace in very short order. How does one survive these Wild West days? How is quality being established and determined both by the market and buyers? Now that the land grab over data is waning, how are prices being established and value being attributed? Determining and weighing the relative value of offline, online, transactional, customer service and other inputs is the new dark art of data driven marketing. How much is that data in the window? And does it have a good pedigree? We ask how marketers are making those calls.
- Jonathan Margulies, Managing Director, Winterberry Group LLC @jcmargulies
- Richard Frankel, President, Rocket Fuel Inc.
- John Simpson, Managing Director, Blue State Digital @jsimps3
- W. Bryan Smith, Director, Data Science and Analytics, Sapient @questgen
- Marcus Tewksbury, Global Vice President of Product Strategy, Experian Marketing Services
- Adrian Tompsett, VP of Business Development, DataXu @atompsett
The real marketing goal for much of the big data revolution involves being able to find and efficiently address ever narrower audience niches with more highly relevant and personalized messaging. With so much attention being paid to the inputs in the data marketplace, the next stages must focus more on the output, contouring messaging to meet individual customer needs at the right time and place in through the right channel. We ask how big data is changing little conversations, the ones that really matter, with your customers. Are the systems yet in place for the kind of highly personalized and nimble real time messaging that the big data revolution promises?
- Antony Young, CEO, Mindshare, N.A. @AntonyYoung
- Katherine Black, Senior Vice President, Client Leadership, dunnhumby
- Brigitte King, Senior Vice President, Digital Strategy, e-Commerce & CRM, L’Oréal Luxe USA
- Jeff Sporn, SVP & GM, Digital Solutions, IXI Services/Equifax
- Darren Vengroff, Chief Scientist, RichRelevance
Tens of millions of people search for recipes and meal inspiration each day, generating oceans of data. Whether they're searching for locations to buy specific ingredients or sharing recipes on Facebook, this data provides invaluable insight, which McCormick has leveraged into successful media campaigns generating exemplary results. In this case study, Jennifer LaFrance (Senior Manager, Digital Marketing & Social Media) discusses how McCormick used a responsive media system to successfully capture recipe searchers, increase ROI, and drive social engagement.
- Jennifer LaFrance, Senior Manager, Digital Marketing & Social Media, McCormick
The government is watching. Your consumers are watching. Your partners need to know that any shared data is kept secure. Sensitivities are high around the usage, security, and sharing of data. Data governance has become a necessity for any major corporation and marketer. How are companies erecting policies, establishing internal workflows, and communicating with consumers government and partners about how they are keeping big data from swallowing the company’s reputation? Marketers are increasingly incorporating data governance into every aspect of marketing – from content curation to marketing intelligence to digital messaging. Learn how to combine operational, analytical and technological assets to improve your marketing agility – and level of protection.
- Linda Woolley, President and CEO, Direct Marketing Association
- Dennis Egen, CTO, Partner , Archer Group
- Michael Eichorst, SVP, Citigroup
- Ingrid McGuire, Director, Direct Marketing and Distribution, Ernst and Young LLP
- Scott Meyer, CEO, Evidon @scottmeyer
All the data in the world won’t do your company any good if the eyes of your staff simply glaze over at the site of a charter spreadsheet. Proliferating data throughout the organization involves new approaches to staffing, a new set of communication skills and a host of new tricks for getting people at long last to pay attention to analytics. Making data matter in a company is as much a people problem as it is a technology or culture problem. What policies are now being put in place to anticipate more data-driven marketing, and how are companies making analytics part of the everyday workflow and decision-making process?
- Joe Mandese, Editor-in-Chief, MediaPost
- Jon Bond, Chief Tomorroist, Tomorro LLC
- Sue Davidson, SVP, Analytics and Accountability, R/GA New York
- Jason Lim, Managing Partner of Performance and Accountability, MediaCom
- Richard Mooney, Partner & Managing Director, North America, Essence Digital
- Dylan Spencer, Analytics Lead, Huge Inc.
Looks like we need a new Luma Chart. Like every trendy category before it “big data” has bred its own tier of acronym-toting solutions providers. The data driven marketing economy is evolving a new supply chain that includes first party and third party data, online and offline providers, DSPs, DMPs, and multiple solutions pieces in between. In this case we bring together various pieces of this new data economy to explain their place in the supply chain. What is the value add each link in the chain brings to the table? How do they integrate with one another in ways that actually drive marketing with data? How are these companies differentiating themselves, adding and justifying the costs they add to the marketing budgets? Are we seeing these suppliers begin specializing in special segments? And how and when will this land grab for data and marketer share shake out. How will marketers maintain control, security, continuity over their most precious long-term asset, data, in a wild west of start-ups?
- David Carrel, SVP/North American Lead, Performance Marketing & Platforms, Digitas
- David Jakubowski, Chief Executive Officer, Aggregate Knowledge
- Adam Lehman, President and COO, Lotame @adaml
- Sharona Sankar-King, Managing Partner, Practice Lead Digital and Advanced Analytics, MEC
- Chris Scoggins, SVP & GM, DLX Platform, Datalogix
- Eoin Townsend, Chief Strategy Officer, MediaMath