MediaPost – OMMA DDM: Data-Driven Marketing

Agenda

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:45 AM

Introductory Remarks

9:00 AM

Data Deployed: How Big Data Fuels GE’s B2B/B2C Marketing Engines

With each new GEnx jet engine spinning off a terabyte of data a day, GE is a company that understands big data, it’s marketing team included. Whether it is driving real-time messaging or measuring net sentiment in its “Brilliant Machines” brand campaign or putting data at everyone’s fingertips in the organization through a “Metrics That Matter” dashboard, GE is showing how data driven marketing does change everything. It turns campaigns into products that are modified and iterated. It applies attribution models to all efforts, tying every message along the funnel to performance. And it forces organizations to measure their success by their connectedness to their own consumers. Paul Marcum explores the lessons GE has learned in these early stages of making data matter and what he and his brands are hoping the data-driven marketing ecosystem can deliver in the coming years.

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Keynote: Paul Marcum , Global Digital Director Marketing & Programming, GE

9:45 AM

Teaching Big Data To Market Engagement: The Brand Perspective

Data is not just “big." It also runs deep and forces companies to rethink their existing siloed structures, makes IT talk more earnestly with marketing, and requires everyone really “get” what consumer-centric, data-driven marketing means. But 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 kick off OMMA DDM from the chief marketing officer’s perspective on how data can drive three big goals: customer engagement, improved response and revenue growth. But all aspects of the data terrain are shifting, from consumer behaviors to regulations and technology. Our lead panel of marketing executives explores their early lessons in realizing big data’s big promise and engaging its organizational challenges.

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Moderator: Stephanie Miller , VP, Member Relations and Chief Listening Officer, Direct Marketing Association
Panelist: Julie Bernard , Group VP, Consumer Centricity, Direct Marketing & Loyalty, Macy’s Corp; Steven Ireland , Executive Director / Head of Advertising Strategy & Platforms, JP Morgan Chase; Grazia Ochoa , Director, Global Digital Marketing, Starwood Hotels & Resorts Worldwide; Charlie Swift , VP, Marketing Anloysis and Operations, Hearst Magazines

10:30 AM

After The Land Grab: 10 Trends Shaping Big Data’s Next Stage

In the first stages of the data revolution, marketers realized that all types of data have the potential to inform and transform every level of the modern enterprise. And so a massive land grab fed everyone’s basic data sets. But now real experience working with data and practicalities of the market are informing the next stage in development reflecting users’ contrasting needs to generate incremental value from their data utilization. Maintaining discipline in investment of money and resources and in delivering better customer experiences are now paramount concerns. With that in mind, we’ll identify the 10 dynamics that we expect will dictate demand for (and the relative value of) data in 2013.

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Presenter: Jonathan Margulies , Managing Director, Winterberry Group LLC

11:00 AM

Coffee Break

11:30 AM

The One True View: Leveraging Data to Embrace The Customer Experience

It is not about the channel experience anymore. Big data makes possible a holistic view of a consumer “journey,” that is bigger and more personal than simply being online, in-store, on mobile, or watching TV. That 360-degree or “one true view” of that customer can inform how messaging is crafted and timed according to the user’s path, not the platform. It demands a new understanding of a consumer “lifecycle” and data that drives marketers towards the right touch points. Our panel of marketing practitioners shares examples of how data is best being used to understand and enhance the customer experience and the challenges of creating that “one true view.”

Moderator: Antony Young , CEO, Mindshare, N.A.
Panelist: Shaina Boone , VP, Marketing Science, Critical Mass; Greg Corso , VP, Media Solutions, dunnhumby; Pete Stein , President, Eastern Region, Razorfish; Randy Watson , VP of Consulting, Digital Impact & Innovation, Acxiom; Sandra Zoratti , VP of Marketing, Executive Briefings and Education, Ricoh

12:15 PM

Right-Sizing Big Data: Managing Offline and Online Inputs

Big for big’s sake is not a strategy. And just because data is digital, plentiful and cheap from endless online sources doesn’t mean it represents the best set for your company goals. Determining and weighing the relative value of offline, online, transactional, customer service and other inputs is the new dark art of data driven marketing. Are we being distracted by the mountains of online data and missing the persistent value of traditional sources and is “big” becoming an end in itself during this data land grab? Data is brought down to size when smart marketers understand which information and what sample sizes really are needed to answer the question at hand. Managing data quality, cleanliness and suitability is critical to making it all both usable and reliable to your marketers. Whether it involves online ad targeting, projecting future outcomes of deal offers, or anticipating market shifts, how are marketers learning to distinguish good from bad, critical from clutter? How is data best used as an ongoing resource, with policies for use, security and strategy. How are marketers ensuring that big data serves the company’s values and needs, not the other way around?

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Moderator: Joe Mandese , Editor-in-Chief, MediaPost
Panelist: Judy Loschen , Vice President of Digital Analytics, Epsilon; Jennifer Lum , Co-founder and President, Adelphic Mobile; Mark Miller , Senior Vice President, CRM Practice Lead, Digitas; Dave Morgan , CEO, Simulmedia, Inc.; Vikram Somaya , General Manager, WeatherFX, The Weather Company

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

2:00 PM

Presentation: Social Data Best Practices

2:15 PM

The End of The Campaign? Does Data Change The Role Of Creative And the Agency?

The proper use of data driven marketing often leads to granular segmentation and highly targeted and customized appeals. It may not be as sexy as the “big idea” and big media buys agencies love to execute for clients. But it works and could have wide-ranging implications for how media and creative agencies serve their clients. How does DDM change the creative process? Is there still a role for the “big idea” or does the future lie in many “little ideas” that are more effective if less glamorous?

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Moderator: Michael Kaushansky , SVPAnalytics and Insights, Havas Digital
Panelist: Jay Gauthier , CMO, Personal Insurance, Traveler's; Bob Klein , Chief Strategy Officer, Blue Chip Marketing Worldwide; Daniella Koren , CEO, DKI; John Lee , SVP, Client Advisory Group, Merkle; Gabe Weiss , Strategy Lead, NY, SapientNitro

3:00 PM

Coffee Break

3:15 PM

The Next Big Thing…Squared: Seeing a Future to Predictive Analytics

The “next big thing” for data is literally having the ability to anticipate that “next big thing” in your customers lives. For targeting and crafting the best marketing programs here and now, market intelligence has always been valuable. But the real promise of big data in growing a business is in modeling future outcomes. Predictive analytics can reveal everything from how which offers will move the sales needle to what and where your customer base will be in five or ten years…even what they will value most.

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Moderator: Hannah Poferl , Senior Analyst, Huge
Panelist: Bradley Epstein , Director of Analytics, Periscope; Yaakov Kimelfeld, Ph.D. , Chief Research Officer, Compete/Kantar Media; Todd Kirk , Partner, Marketing Productivity Group; Jon Mandel , CEO, PrecisionDemand; Dan Rubin , SVP, Analytics, The Agency Inside Harte-Hanks

4:00 PM

Grill The Vendors: What Value Is Being Added In The New Data Supply Chain?

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, ESPs, DMPs, and multiple solutions pieces in between. For our first OMMA DDM show we apply a classic OMMA model of “grilling the vendors.” 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?

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Moderator: John Montgomery , COO, GroupM Interaction, North America
Panelist: J.P. Beauchamp , Principal, New Media Solutions, SymphonyIRI; Matt Clark , Head of Publisher Sales and Business Development, Quantcast; Keith Johnson , General Manager, I-Behavior; Jim McNamara , Director, Digital Marketing, Verizon Wireless; Lara Mehanna , General Manager, Mobile, DataXu

Data Goes Big

The campaign is over, but the big winner in the 2012 election cycle was clear – DATA – and a truly game-changing approach to marketing. If Team Obama taught us anything, it was that smart use of data throughout the marketing cycle, across all areas of an organization, really does change everything. This is not about the big, glossy mass message and “The Big Idea” anymore. Data Driven Marketing (DDM) is not just more and “bigger” customer profiles. This is different data that leads to wholly new approaches to customers and creative executions. It is about targeting behaviors not demographics. Its mass of offline and online, social, transactional, geo-location data sets now track consumers who are on “journeys,” not in purchase funnels. They demand marketers build “user experiences” from multiple touch points and places. It is about linking data at the customer level to create personalized messages targeting specific needs. The Big Idea is replaced by many laser-targeted and personally tailored ideas. It is about analytics being woven so deeply within an organization that it informs everything from flying a banner campaign to the very design of the product the campaign is advertising. And perhaps most of all, Data Driven Marketing is about real-time – organizations and their agencies learning to iterate, reassess, scrap and rebuild their messages as their customers respond.

At OMMA DDM we do a big think about how big data truly changes everything about how marketers relate to consumers, how companies conceive and bring products to market, how audiences and messaging are segmented with unprecedented precision, and how the traditional ad agency itself must serve clients in new ways. Big data really does change everything about marketing, but it requires a big rethink about how it all gets done. Just ask Team Romney.

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