On the "One True View: Leveraging Data to Embrace The Customer Experience" panel at today's OMMA DDM, Shaina Boone, VP, Marketing Science of Critical Mass, Shaina Boone said that the key to giving the customer the 360-degree view is to have cross-channel accountability. Boone said that there are three main marketer cultures: Advertising, research, and accountability.

When it comes to using data, something is better than nothing, says Sandra Zoratti, VP of Marketing, Executive Briefings and Education at office equipment supplier Ricoh. 91% of CMOs recognize that data can drive better business decisions, but only about 11% actually use data to do so, Zoratti said, citing independent research. That's a problem, which oftentimes stems from a fear that marketers don't have enough data to proceed with an effective strategy. Zoratti, however, suggests that marketers start with whatever data they have, measure the impact, and then go forward. Pete Stein, President of the Eastern Region at Razorfish, …

How agencies evolving to catch data opportunity? Razorfish’s Stein said he’s seeing teams divided into the quant jocks managing what’s happening on the ad exchange side,and another group, much more brand oriented, thats wants to partner with creative teams and focus on up-funnel activities. The quant specialists are coming from the search world or have math backgrounds, while those on the brand side bring expertise in video or other media categories. Shaina Boone, VP, Marketing Science, Critical Mass, added that there’s more collaboration now between the data and creative sides, with agencies shifting to “data-led” creative efforts. So data becomes …

Casino operator Ceasar's Entertainment understands the power of Big Data, and using it to make it's biggest customers (you know, high rollers) big fans.

On a panel discussing the use of Big Data to obtain “one true view” of cross-channel marketing efforts, Pete Stein, president, Eastern region, Razorfish, said massive amounts of user data that would’ve taken weeks to analyze a few years ago now takes only hours. As an example, he said the agency had built a platform for a Big Box retailer that used cookie level data to deliver relevant messages based on past brand behavior. The effort also delivered different ads based on context, depending whether someone was on the company’s site, around the Web or in mobile. The data-driven targeting …

The greatest challenge (and hence opportunity) for marketers and vendors is figuring out how to capture data that can be use across email, display, and direct mail -- none of which will be going away anytime soon, according to Jonathan Margulies, Managing Director at consulting firm Winterberry Group. To their credit, "Marketers are rapidly beginning to understand what they can do with data," Margulies told OMMA DDB attendees on Wednesday.

In recent years, people have called online behavioral advertising "creepy" so many times that the description has become a cliche.

Speaking at OMMA DDM in New York today, Charlie Swift, VP, Marketing Analysis and Operations, Hearst Magazines, said that there has been an "acceptance of data." Moderator Stephanie Miller started the question by citing a Harvard Business Review that says Data Scientists have the coolest job for 2013.

Interesting to hear the changes that companies are making to analyze and use data for marketing and advertising. At Hearst Magazines, analytics has moved from the back, hidden in the corner office, to upfront and center in New York, according to Charlie Swift, VP of marketing analysis and operations for the company, at the MediaPost OMMA DDM.

Yes, it's a fine line between using customer data to provide a better brand experience and appearing to betray their privacy standards and trust. So admitted Steven Ireland, Executive Director and Head of Advertising Strategy & Platforms at JP Morgan Chase. "If we don't keep our trust, then we don't keep our customers," Ireland told OMMA DDB attendees on Wednesday. Given that risk, the trick is figuring out "how to make sure you're treating the customer as well as you possibly can given the data available," Ireland said.