Dan Gallagher, an executive at Denver digital agency Booyah, says client Dish Network has been able to use an element of TV Everywhere to chip away at competitor DirecTV's advantage with NFL progrmamming. Dish for years had been known as the satellite operator appealing because of its low price, DirecTV for its sports content, notably "NFL Sunday Ticket."

The keynote address at the MediaPost Brand Marketers Summit launched with a keynote by Adriana Llames Kogelis, a Sears Holdings vice president in mobile and social media marketing. She spent time touting Kmart's social campaign that moved to TV.

Todd Cullen, Global Chief Data Officer at Ogilvy, says marketers can become too focused on ringing the cash register tomorrow and not building a connection so customers do it more than once over the long haul. He's working on switching some focus to gathering deeper levels of intelligence about people, not consumers.

At the MediaPost Brand Marketers Summit on Thursday, a panel on all things data-driven marketing is beginning. It may not be the most sexy topic, but it's critical any panelist will tell you. The engine room at companies -- both with logistics and analytics -- is becoming all the more crucial.

Sears social and mobile marketing vice president Adriana Llames Kogelis says marketing with big events as an anchor will only be successful if it's not looked at as a one-time effort. A comprehensive campaign must be in effect. Sears "Ship My Pants" effort didn't launch with a blue-chip TV program, but proved to be a success anyway.