Cesar BreaForce Five Partners Partner
Cesar Brea is author of "Marketing and Sales Analytics" (Pearson FT Press, 2014, bit.ly/m-s-a) and managing partner at Force Five Partners, LLC. Force Five Partners helps clients build marketing analytics capabilities in a variety of sectors, including retail, telecommunications, health care, financial services, media, and education. Cesar formerly led Marketspace, Monitor Group’s digital media and marketing arm, and earlier served as SVP of sales and marketing for Razorfish. In other roles, Cesar helped to build and sell an online community software firm, and a B2B social software firm focused on contact sharing. Before moving into digital media and marketing over ten years ago, Cesar was a management consultant at Bain & Company. Cesar has an MBA from Dartmouth’s Tuck School and graduated from Harvard.
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The Data-Driven Plan: Precision Buying
Date/Time: 10:45 AM While programmatic and addressable TV platforms are just getting started, the mountains of digital data around consumer media habits has already fundamentally changed the way planners look at TV. They can find their audiences watching shows and during dayparts that traditional data never imagined. The implications are profound. The buy side can now find value and efficiencies in places sellers never anticipated. The buyers now know more about the audience than the seller. How are media buying decisions now being made, and how does it disrupt the relationship among seller, buyer and distributor?