Agenda

January 17, 2017
8:00 AM
Registration & Breakfast
9:00 AM
Opening Remarks
9:15 AM
10:00 AM
10:30 AM
Coffee Break
11:00 AM
11:30 AM
12:00 PM
12:45 PM
Lunch
1:45 PM
2:15 PM
3:00 PM
Coffee Break
3:15 PM
4:00 PM
4:45 PM
Conference Concludes

After the Revolution: Lessons from the Great Campaign Meltdown of 2016

Campaign 2016 surely upended all common understanding of who we are as a nation. But what will marketers learn from the hits and misses that can inform future analytics, messaging and targeting methods for politics and all sorts of other consumer marketing? Polling was often scandalously off. Data-driven ground games and massive TV buys delivered questionable returns. And our data-driven understanding of who and how many are "purchasing" our product proved murky at best.

At Marketing Politics we will explore how the campaigns of 2016 raise questions and offer lessons for marketers in and out of political circles. Was there a failure of data or its practitioners? Should the election make all data-driven marketers re-think the accuracy and value of the “laser-like targeting” ad-tech promises?

We ask:

Was there a failure of ad/analytics technologies and approaches or just a reminder of their limitations?

Was Campaign -16 a meltdown of data-driven consumer profiling?

What did we learn from campaigns leveraging hyper-targeted and programmatic video and TV inventory?

What can all marketers learn from the campaign about the rising power of earned over paid media?

Are the new wave of social platforms tools effective in moving behaviors, attitudes, action?

What did digital media teams learn about internal organization for responding to rapidly changing circumstances?

The fourth annual MediaPost Marketing Politics event will be the first draft of history for the takeaways from an historic election cycle.

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