Milwaukee Brewers marketer Caitlin Moyer has quite a job ensuring social media does not reveal too much or cause controversy since team members tweet frequently. She gets a text anytime a player tweets to look for a problem.

At the MediaPost Brand Marketers Summit, Milwaukee Brewers marketer Caitlin Moyer says that once a brand starts to respond to social media conversation and other activity in real time, expectations rise.

What is real-time marketing? According to the opening panel at the Brand Marketers Summit in Kohler, Wisc., this morning, it's all about listening to the conversation and being able to react to it -- in real-time, or as close as you can get to it. "Real-time marketing means marketing at the speed of culture and being plugged in and monitoring it real-time," explained Scott Carlis, VP Digital and Social Media, AEG Global Partnerships. He and the other panelists said culture is the key ingredient, as well as keeping a "human," not technological, focus on it. Consumers don't want to feel …

Day 2 at the MediaPost Brand Marketers Summit has kicked off with a panel that will delve further into real-time marketing. Scott Carlis, a vice president at entertainment conglomerate AEG, defines it as "marketing at the speed of culture."

Brand attribution for everything? There is no clear answer for mobile, the web, or other digital platforms when it comes attribution. What can brands do about it?. This question was asked by David Ip, senior business lead of BlueCross and BlueShield of Illinois, Texas, Oklahoma & New Mexico, in speaking at the Brand Marketers Summit. “You have to comfortable using better data -- not perfect data,” says Ryan Bonifacino, vp of digital Strategy, Alex and Ani. “Get better data and take action on it. It’s an iterative process.” “Try not to eat the elephant in one bite,” says …

At the MediaPost Brand Marketers Summit, Chris Knoch, a vice president at IgnitionOne, marveled at how marketers have relied on sample data in the offline world for years, but in order to trust the attribution in the online world executives want something akin to an accounting statement.

One of the themes emerging with social media marketing is marketers need to have a plan in place to move quickly if relevant discussion pops up on social media to be capitalized on. Sharp executed in that real-time fashion recently with the hubbub over a dispute between Kanye West and MTV VJ Sway that involved an old Sharp TV.

Dan Gallagher, an executive at Denver digital agency Booyah, says client Dish Network has been able to use an element of TV Everywhere to chip away at competitor DirecTV's advantage with NFL progrmamming. Dish for years had been known as the satellite operator appealing because of its low price, DirecTV for its sports content, notably "NFL Sunday Ticket."

The keynote address at the MediaPost Brand Marketers Summit launched with a keynote by Adriana Llames Kogelis, a Sears Holdings vice president in mobile and social media marketing. She spent time touting Kmart's social campaign that moved to TV.

Todd Cullen, Global Chief Data Officer at Ogilvy, says marketers can become too focused on ringing the cash register tomorrow and not building a connection so customers do it more than once over the long haul. He's working on switching some focus to gathering deeper levels of intelligence about people, not consumers.