• by Joe Mandese  @mp_joemandese, July 24, 2013

OMMA DDM opening keynoter Larry Grisolano is making a good point for all brands utilizing data-driven marketing: That a strategy should be driving the data that drives the marketing. That’s true whether you’re a political brand like Barak Obama, or whether you’re an everyday consumer brand.

“If we hadn’t have had the strategy, we wouldn’t have had anything to optimize,” said Grisolano, who is CEO of AKPD Message and Media, and was director of paid media for the Obama campaign.