• Nordstrom's Evan Barocas On Targeting The Post-Channel Customer
    Consumers don’t think in channels. They just know how they want to shop. Nordstrom has re-engineered both its in-house programmatic buying and creative teams around maximizing retail and ecommerce options for different regions and individual customers. Evan Barocas explains how the company applies both a geo-location and behavioral lens to their customers so that the right offer reaches the right customer with the right channel options at the right time.   Evan Barocas, Senior Online Advertising Specialist, Nordstrom talks with Steve Smith, VP, Editorial Director, Events, MediaPost. Evan explains how digital ...
  • Pabst Using Digital, Data To Reach A New American Beer Drinker
    Jillian Davis, director, marketing technology, Pabst Brewing Co.; Trisha Stecker, director, channel strategy and digital media, RR Partners. Case Study Interview: Digital & Data Make 174 Year Old Beer Relevant To The Next Generation Jillian: The category is declining significantly as wine and spirits are growing. The creative is very different than anything you’ve ever seen. We wanted to create this road of personal harmony and diversity in this video, leveraging the messaging to reach new consumers. The category is declining more than any other alcohol category for young people. It was a wake-up call for us. It’s a new America ...
  • A Conversation On Brand Building In The Social Space
    Jennifer Mangold, senior manager, global social media at HomeAway.com, and Sarah Neal Simpson, global social leader, Uber.Sarah: Social touches every single department in the company. Our relationships are with other teams, and it’s crucial to push forward the vision and the belief. Social is complex, a microcosm with what’s happening with the business. That’s where it becomes a a much bigger undertaking that pulls in the paid elements as well that go into it. If you’re doing social effecitvely, it’s much bigger.Jennifer: Customer service is a huge issue for us. We’re working on moving that out from it being solely ...
  • Not Just Paper Towels: Georgia-Pacific Goes From Product-centered To Providing Better Experience
    John Strom, senior vice president of marketing at Georgia-Pacific, leads off with “Embracing Less Is More In the Amazon Age.” ”we started about five years or so ago with restless discontent. Selling traditionally through the years, wholesale distribution, industrial manufacturing sites, we have a couple hundred sales folks who engage those sellers, historically has been the basis from which our leads come from. ”B2B buyer was starting to act more B2C like. Doing their own research, using hotline tools for comparison, peer to peer reviews. Some fo them didn’t even want to contact any sales rep at all. ”how are ...
  • Gone Crackers!
    Steve Smith, editorial director of events at MediaPost, is opening Day 3. He brings news about a change in branding via Barnum’s Animal Crackers, which had depicted animals in cages for decades. Now, the packaging frees the animals and shows them in the wild.  A big thank you goes out to the event sponsors, who keep these things small enough for peers to mingle and relate. He invites feedback for the next Brand Marketing Insider Summit. And soon, we’ll hear from John Strom, senior vice president, marketing for Georgia-Pacific.
  • Woof! No Two Dogs Are Alike: Canine Personalization
    Brett Podolsky, co-founder, The Farmer’s Dog On “End to End Personalization” We’ve been conditioned for decades to think dog food should be dry, brown things. Jada, his dog, is reason why he started company. From finance to comedy.  “I realized I was passionate about making people happy. To make a dog healthy makes their parents happy. Jada was sick for the first few years. I went to every vet you could imagine For solution to her stomach problems. Solution was medicine. So I wanted to find a more natural solution. Tried every single premium dog food on the market.  “Finally ...
  • Bringing It All In-house At Nordstrom
    Michelle Alfaro, senior manager, programmatic display advertising, Nordstrom, with Steve Smith, MediaPost VP, editorial director of events as interviewer. For at least the full-price business, digital programmatic media is a healthy portion of what we’re doing. From promoted branded content to programmatic, we now have a happy balance. We want a consistent mix. We haven’t done TV since 1999. Digital marketing has been a constant component since 2008. The team focuses on video, display and social. There’s not a lot of video content; we are wading into it. We are 50/50 display and paid social, we’re testing our budget in ...
  • First Party Data Lessons Learned
    Megan: Hindsight’s a beautiful thing. What big lesson have you learned regarding first party data? Kielley: Over-personalization. We accidentally sent a VIP ticket email for early 90s female singer who is very difficult to WWE audience by accident but it performed really well. Total, total F-up. Opened my eyes about concept of generalizing about what people like. The data I know is not necessarily the most important. Joyce: More education, top down, is important to get earlier on. Easier to get additional tools and investments.
  • Mining First-Party Gold Or How To Peek Under The Covers
    Joyce Szudzik with AEG worldwide: first party data comes from ticketing systems, that allows us to extrapolate out from the one individual buying the ticket. Understand household, grow first party affinity, leverage newsletters that are genre related is how we’re targeting newsletters to bring them in. Moderator Megan Harris, Syzygy: What’s your platform that you’re using and how do you combine them? Joyce: L.A. Kings data over here, Golden Boys over here. We’re 90% there in pulling it all into Microsoft Azure. Then we model it. Four data scientists on board now So our marketers can pull out data. Feeds ...
  • Fandango's Ridgewell on why he loves email
    Michael Ridgewell from Fandango on CRM, you have 30-90 days, from welcome to loyalty.”I love email because it tells a really lovely story,” he says. On phone or desktop, there great ways to tell a really good story, and it is integrated and reinforces social. That real estate allows us to say here’s what Fandango can do to help you have a better experience.In the CRM space, people speak about personalization but it’s so, so difficult to understand how I can personalize if I don’t have a complete profile of the consumer. This way I can reach, via email, more ...
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