Jump outside the digital spend and get the offline agency to work with the program, Kevin Lee, Chairman and CEO at Didit, told SIS attendees. "The biggest thing you can do is be open and share," added Matt Ackley, Director of Media, Platforms, Google. At the end of the day, the online marketing orgs tend to be a ahead when it comes to data and integration. So, how do you bring other channels along with the program? Data doesn't make you smart. It's what you do with it that makes a successful campaign.