Agenda

Central to people-based marketing is a rich profile of customer needs, buying, browsing and multi-device media preferences. But building that so-called "single point of truth" is a long process that involves not only cross-channel ID matching but establishing key data points, KPIs and common definitions around data collection throughout an organization. No one is there yet, but we start the summit exploring with several marketers how they are taking the necessary steps towards this goal and the challenges they are trying to solve for.

When it comes to understanding the impact of digital efforts on customer offline actions, especially in driving retail conversion, there is no silver bullet. It takes testing, iterating, interpreting. We ask marketers at various stages of their digital to analog formula to share early and evolved tests exploring this mysterious connection between virtual and real worlds.

The most powerful uses of AI in marketing most likely will be invisible to consumers and even to many marketers. They will come in automated decisioning about ad buys, adaptive responses to campaign performance across screens, and among departments and partners. We explore the many ways in which AI techniques, machine learning and machine-to-machine interactions are poised to transform all aspects of marketing and media operations. How can you be prepared?

Throw all the technology you want at identifying and tracking customers everywhere and anywhere, unless you have something to say to them that is relevant to that time and place, all the fancy data and targeting was for naught. We explore how marketers are rethinking their content and media strategies to work hand in hand differently in people-based marketing efforts. How is messaging being synched across departments and channels and married to media considerations early in the process? It takes a strategy.