Art vs. Science. The art is in making an emotional connection with our target audience (small businesses) and becoming something more than a place to buy basic supplies. We accomplish this through compelling content experiences such as the Business Solutions Center on officedepot.com and the Elf Yourself app on elfyourself.com. Then we use the science to define our market and target segments using big data, contact strategy and personalization to get the right message to the right audience at the right time. This will be demonstrated through real-life examples including our new Gear Up For Great campaign. 

L’Oreal is famous for great idea-driven campaigns like an Academy Award show spot leveraging Cate Blanchett or its highly interactive make-up apps. But they need to be driven within channels that require precise targeting and analytic precision. What are the dangers of message and targeting not being properly in synch in this era of data-driven precision? L’Oreal explores with us the challenge of managing the big idea in an analyticsdriven environment.