March 22 - 25, 2023
Scottsdale, AZ

Data In, Integration Out: Driving the Multi-Touch Media Plan

Advanced data and analytics are driving every media channel, from linear TV to display, video, retail networks, and even programmatic out-of-home. "Reach and frequency" have been replaced by integrated media and multi-touch plans. The Spring edition of MediaPost's decade-old Data and Programmatic Insider Summit leans into the complexity of integrated media planning and measurement. How are advertisers mapping their audiences and media habits across digital screens, matching media to moment and mindset, redefining reach and frequency, and optimizing and measuring the impact of multi-touch plans? 

We will explore:

  • Data-Driven Multi-Touch Planning
  • Segmentation and building target audiences
  • Leveraging Retail Media Networks
  • Multi-touch attribution
  • First and third-party data strategy

As data-driven media explodes onto every available sightline, MediaPost's Data and Programmatic Insider Summit brings a bigger funnel. In case studies, discussion sessions and MediaPost's signature roundtables, we bring some of the most experienced digital marketers and media buyers together to share their case studies and best practices for navigating omnipresent digital media.

 

Conference Content Programmer

Steve Smith, Editorial Director, Events, MediaPost



For brand marketer VIP pass inquiries please contact Kevin Massa at massa@mediapost.com

Previous Events

Some attendees of this event include:

Reasons and Benefits of Attending

  • Unparalleled access and knowledge sharing with the leading minds in the Industry
  • Morning Sessions – a marketers & buyers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables – open, off the record, discussions of the morning's topics and how they relate to marketers' own business and experience.
  • Afternoon Activities allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners bring the group together over casual conversations and delicious meals
  • Add to the narrative to drive your channel forward as a key component of marketing campaigns within your company and the industry
  • Unlimited access to stay in touch with the office: WiFi enabled conference room and quiet office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
  • Congenial, relaxed experience. Attendees are working together to move the industry forward
  • Enhance your digital marketing initiatives with new solutions learned and partnerships gained

Format

  • Morning Sessions - a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables - open, off the record, discussions of the morning’s topics and how they relate to marketers’ own business and experience.
  • Afternoon Activities - allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners - bring the group together over casual conversations and delicious meals
Why You Should Attend

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Sponsor Presentations

Agenda

Wednesday, 03/22

5:30 PM Pacific
8:30 PM ET
Welcome Cocktail Reception Pueblo Room

Thursday, 03/23

7:00 AM Pacific
10:00 AM ET
Coffee Service Available
7:30 AM Pacific
10:30 AM ET
VIP 1:1 Meetings Sunset Plaza (outdoors)
7:45 AM Pacific
10:45 AM ET
Breakfast Buffet Opens Arizona Ballroom foyer
8:35 AM Pacific
11:35 AM ET
Opening Remarks Arizona Ballroom
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
8:45 AM Pacific
11:45 AM ET
Keynote: An Inconvenient Truth
HP's research recently uncovered the unreliability of cookie-based third-party data, begging the question whether personalization and targeting projects are even worth the effort. But what is a brand to do when it doesn't always own the point of conversion and has to build targeting and measurement models in such a constricted data environment. Freddie walks us through how HP is solving for dirty data with MTA and MMM modeling and linking it into their programmatic media optimization approach.
Keynote
Freddie Liversidge, Global Head of Media, HP 
9:15 AM Pacific
12:15 PM ET
Sponsor Spotlight & Coffee Break
9:45 AM Pacific
12:45 PM ET
Panel: Multi-Touch Media Planning: Media-Mapping the Customer Journey
As data-driven, programmatic buying infiltrates all consumer touchpoints, the challenge becomes planning for a multi-touch experience. Our panel of brands and media buyers and planners share what they have learned about mapping their brands' distinct customer journeys against the plan. How many touches, when and where? In what sequence, and to what effect? How have emerging programmatic channels enhanced the media plan, filled gaps in the journey, and raised new challenges in measuring impact?
Moderator
Lauren Tucker, Senior Manager, Programmatic and Digital, Carat 
PanelistS
Dallas Keefe, Senior Media Buyer/Planner, Zion & Zion 
Michelle Rainbow, VP, Media & Campaign Management, Response Media 
10:25 AM Pacific
1:25 PM ET
Case Study: We Want our Advanced TV: Testing the Signal-to-Noise Ratio
How do you bring legacy brands who have been wedded to linear TV into the advanced TV fold? Test and prove. Scott Lisk brings the receipts, sharing the ways in which the performance agency has tested out streaming video platforms to highlight when, where and how these data driven video channels do and don't work best.
Presenter
Scott Lisk, VP, Advanced TV, Lockard & Wechsler Direct 
10:55 AM Pacific
1:55 PM ET
Roundtable: How Reliable is Data Now?
Featuring
Freddie Liversidge, Global Head of Media, HP 
10:55 AM Pacific
1:55 PM ET
Roundtable: Data Driven Video
Featuring
Scott Lisk, VP, Advanced TV, Lockard & Wechsler Direct 
11:40 AM Pacific
2:40 PM ET
Lunch Arizona Ballroom foyer
1:00 PM Pacific
4:00 PM ET
Afternoon Activities
Major League Baseball Spring Training Game
Horseback Riding
Golf at McCormick Ranch
5:30 PM Pacific
8:30 PM ET
Cocktail Party Bennie's Courtyard
6:30 PM Pacific
9:30 PM ET
Dinner Reception Bennie's Courtyard

Friday, 03/24

7:00 AM Pacific
10:00 AM ET
Coffee Service Available
7:30 AM Pacific
10:30 AM ET
VIP 1:1 Meetings Sunset Plaza (outdoors)
7:45 AM Pacific
10:45 AM ET
Breakfast Buffet Opens
8:15 AM Pacific
11:15 AM ET
Sponsor Breakfast Presentation Arizona Ballroom
8:35 AM Pacific
11:35 AM ET
Welcome Back
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
8:40 AM Pacific
11:40 AM ET
Keynote Interview: Fishing Our Way to Multi-Touch
As Keith Hung has worked across industries and brands, he has learned that "fishing where the fish are" is harder than it sounds. We explore with him how brands often chase immediate revenue at the expense of longer-term demand generation and without the proper use of first- and third-party data to get a clear view of media impact, impact vs. efficiency. We dig into the models for filling the data gaps, getting that data quickly into the right hands, and planning against leading vs. lagging indicators.
Interviewee
Keith Hong, Sr. Director of Performance, Wolverine Worldwide 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:10 AM Pacific
12:10 PM ET
Sponsor Spotlight & Coffee Break
9:40 AM Pacific
12:40 PM ET
Case Study: Follow the Data, Follow the Demo: The Power of Serving the Underserved
Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director at one of the most experienced multicultural agencies explains the scale and power of this untapped audience, and how they and their client Chef Merito use data, targeted media and creative to show the power of serving the underserved.
Presenter
Karla Fernandez Parker, Managing Director, Sensis 
10:05 AM Pacific
1:05 PM ET
Presentation: Bridging Data and Consumer Experience
Learn about how OMD is helping clients build and execute on a holistic orchestration across strategic planning, creative, activation and measurement to elevate the customer experience. Leveraging technology, this brand reached consumers across multiple touchpoints within their journey and measured the performance from end to end, leading to powerful lifts in Brand Equity.
Presenter
Jenny Kim, Executive Director, Marketing Science, OMD USA 
10:30 AM Pacific
1:30 PM ET
Presentation: Everything Old Is Renewed Again: The Revenge of Contextual Targeting
As cookies crumble and even IP-based CTV targeting is limited, everything old is new again. Marketers are rethinking the value of context as a tried and true targeting proxy. Aaron shares the lessons and advice learned from a six-month deep dive into reassessing the value of adjacency in a post-cookie world.
Presenter
Aaron Lange, SVP of Technology, Marketing Architects 
10:50 AM Pacific
1:50 PM ET
Roundtable: Multi-touch Attribution…Like You Mean It
Featuring
Stephanie Summerlin, Associate Media Director, Asher Media 
10:50 AM Pacific
1:50 PM ET
Roundtable: Working with the RMNs
Featuring
Sean Edwards, Associate Director of Programmatic, Exverus 
11:35 AM Pacific
2:35 PM ET
Lunch
1:00 PM Pacific
4:00 PM ET
Afternoon Activities
Hiking at Camelback Mountain
Golf at Camelback Golf Course
Pool Outing at the Resort
5:30 PM Pacific
8:30 PM ET
Cocktail Party O.H.S.O Brewery & Distillery (6:15pm SHARP Shuttle)
6:30 PM Pacific
9:30 PM ET
Dinner Reception O.H.S.O Brewery & Distillery

Saturday, 03/25

7:00 AM Pacific
10:00 AM ET
Breakfast Buffet Opens Sunset Plaza (outdoors)
8:00 AM Pacific
11:00 AM ET
Presentation: Clean Shaven: Manscaping the Data-Driven Media Plan Arizona Ballroom
The men's grooming brand Manscaped is suddenly ubiquitous. From TV to out of home, display to social feeds, Manscaped not only leverages every channel available but keeps those screens fresh with a wide range of creative across the full funnel, inside and outside of its core demo. Emily explains the data and strategy that drive one of the highest profile DTC brands as it has expanded into an omnichannel power player.
Presenter
Emily Yager, Senior Media Manager, MANSCAPED 
8:20 AM Pacific
11:20 AM ET
Sponsor Spotlight & Coffee Break
8:35 AM Pacific
11:35 AM ET
Conference Ends

Featured Speakers

Karla Fernandez Parker

Sensis
Managing Director

Keith Hong

Wolverine Worldwide
Sr. Director of Performance

Dallas Keefe

Zion & Zion
Senior Media Buyer/Planner

Jenny Kim

OMD USA
Executive Director, Marketing Science

Freddie Liversidge

HP
Global Head of Media

Michelle Rainbow

Response Media
VP, Media & Campaign Management

Stephanie Summerlin

Asher Media
Associate Media Director

Lauren Tucker

Carat
Senior Manager, Programmatic and Digital

Emily Yager

MANSCAPED
Senior Media Manager

Sean Edwards

Exverus
Associate Director of Programmatic

Aaron Lange

Marketing Architects
SVP of Technology

Scott Lisk

Lockard & Wechsler Direct
VP, Advanced TV

Steve Smith

MediaPost
VP, Editorial Director, Events

Michael Trapani

ActionIQ
Head of Product Marketing

View All SpeakersSpeaker Proposal Form

Activities

Thursday 1 p.m.

Major League Baseball Spring Training Game

Join fellow Summit attendees taking in some Spring training baseball. A great opportunity to bond with other Summit attendees over America's favorite pastime under the sunny Arizona skies. Shuttle service provided to-and-from ballpark (just a 15 minute ride from hotel).

Thursday 1 p.m.

Horseback Riding

A guided ride that takes you into the Sonoran desert where you will see a great variety of plants native to the region, from the pincushion and hedgehog cactus, prickly pear, barrel cactus, ocatillo, mesquite, palo verde, to the giant saguaro cactus.

Thursday 1 p.m.

Golf at McCormick Ranch

McCormick Ranch has 2 championship golf courses - the Pines and the Palms. Both are superbly designed and feature breathtaking Southwestern scenery and immaculate course conditions.  These are a favorite spot for local Scottsdale golfers.
If you are looking for great tree lined courses, with designs second to none, then this is your course - right in the heart of Scottsdale.


Friday 1 p.m.

Hiking at Camelback Mountain

Camelback Mountain, with an elevation of 2,704 feet, is an excellent hike or climb in Arizona. Hiking Camelback Mountain is perfect activity in Phoenix, because the hike is quick and is located in the middle of the Phoenix Valley with great views. Hikers are treated to gorgeous views with a nice variety of flora and fauna - including Saguaro Cactus, Ocotillo, Palo Verde, Cholla, Barrel Cactus and the Creosote Bush.

Friday 1 p.m.

Golf at Camelback Golf Course

Designed by world-renowned golf course architect Arthur Hills, Padre Course features towering trees, subtle landforms and impressive bunkering to sharpen your game. This 6,903-yard, par 72 design is known for its strategic layout and multiple lakes. In fact, the 18th hole of this course was voted the best water hole in the state by Arizona Golf Magazine. A lush parkland setting with spectacular Camelback Mountain views sets this Scottsdale course apart.

Friday 1 p.m.

Pool Outing at the Resort

Relax in style at the outdoor pool in the scenic Sonoran Desert with a beautiful mountain view... oh, and cold, refreshing drinks will be available for purchase at the pool bar!




Activities Signup Form

What people are saying about this event

Venue

The Scottsdale Resort @ McCormick Ranch
7700 E McCormick Pkwy
Scottsdale, Arizona, 85258

Booking your Room at The Scottsdale Resort @ McCormick Ranch

To secure a room for MediaPost's Data & Programmatic Insider Summit, you MUST be a registered attendee of the 3-day conference. If you ARE NOT registered in our event system you will NOT be able to retain any reserved room under our discount booking link below. Any reservations made WITHOUT event registration will be revoked. If you haven't done so yet, you may register for the event here.

To book your discounted room at The Scottsdale Resort @ McCormick Ranch, go to:
https://www.hilton.com/en/attend-my-event/mediapostcommunications/

This discounted room block will EXPIRE on FRIDAY, 3/3/23.

In addition to needing to be a registered attendee of the event, you will also be asked to show proof of the COVID-19 vaccination in order to attend the IN-person gathering (details on how to submit your vaccination confirmation made available after your event registration).

 

 
The Scottsdale Resort @ McCormick Ranch

Brand Marketer Program

Insider Summits are complimentary to Brand Marketers and Agency Executives who meet our requirements.

To qualify, you must:

* Control the Programmatic strategy and budget at a major consumer brand 
* Serve as Senior Level Management or above
* Agree to attend all sessions and all 3 days of the Summit

Reasons and Benefits To Attend:
* Unparalleled access and knowledge sharing with the leading minds in the Real Time Industry
* Opportunity to hear from and interact with over 40 speakers who are senior level brand marketers and solutions providers
* Morning Sessions provide best practices, case studies, and newest tactics which can all be applied to your marketing strategies
* Be part of driving Programmatic Buying forward as a key component of marketing campaigns, within your company and the industry
* Unlimited access to stay in touch with the office: WiFi enabled conference room and quite office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
* Congenial, relaxed experience. 
* Enhance your marketing initiatives with new solutions learned and partnerships gained

Complimentary Brand Marketer pass includes:
* Summit registration ($2995 value)
* Accommodations at the conference venue for three nights
* No Charge Activities such as golf, fishing charter, kayaking, dolphin cruise, and more
* Meals, drinks and functions over three days


"The speakers, panels and roundtables at the Summit were informative. What a great group of people! Everyone was so nice and helpful. Looking forward to the next one!" 
Lisa Anderson, Email Strategy Manager, AstraZeneca

"The intimacy and knowledge sharing during Media Post Summits amazes me. I very much appreciate the time dedicated to the subject and that we tackle the topics from various viewpoints. This is time well spent!"
Carol Wolowic, Manager, Media, Panera Bread

"A fantastic event for learning and sharing with thought leaders. Gave an outstanding forward look into the world of brand experience management."
Thomas Panchak, Sr. Director, Digital Marketing, Johnson & Johnson

To begin the Brand Marketer Program application process, if you meet the qualifications above, simply fill in your full contact info in the form below.
Questions? contact Kevin Massa at massa@mediapost.com.

VIP Application

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Seth Oilman, SVP, Chief Revenue Officer at seth@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.