This track is all about data, metrics, measurement, and analytics. Data underpins any attempt to join up your marketing channels. Learn from others how they’ve achieved this.
Whether you maintain a database of loyalty program members or you’re working with a company who develops rich survey panel data on buyers of products/categories that represent your product mix. It’s great information; provides insights on the right consumers to target; but a panel based on 1,500 consumers or a loyalty base of 20,000 customers isn’t going to help you reach new consumers and achieve your sales goals. In this session, David Valdez will share real world examples of brands who’ve been able to leverage the insights they’ve gained from relatively small datasets (gathered online or offline) and transformed that information into an audience of millions of relevant prospects, sharing similar behaviors and attributes with the brands’ best customers, who could be targeted through cross-channel marketing initiatives.
There’s no more powerful place to target consumers than on the retail websites where they’re researching products and shopping. Available on sites such as Target, Home Depot and Sears, ShoppingMedia presents a unique retail advertising platform for brands to speak one on one with consumers. Jake will explain how the right retail ad server enables powerful measurement tools and will share specific metrics in use by the largest advertisers to measure the efficiency of their ecommerce media.
Newspapers, magazines and B2B publications have created trusted brands and reached their audiences for decades through one medium — print. But digital has changed everything. Panelists will share their experiences redeveloping brands deeply rooted in print to reach new audiences in a multimedia environment. And they’ll share the hurdles along the way — product development, keeping up with technology and how the publisher/buyer relationship has been redefined.
Amidst a slew of data from new digital tools, marketers find it harder than ever to understand "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal "digital ROI" answer, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Social Media is the glue between the digital world and the real world. Whether its people talking with friends about the brands they love or hate, or posting about real experiences as they happen, its a crucial conduit between what people actually do and how they then interact in the digital space. OK so far. However the challenge for brands is how to accurately measure this interaction and generate actionable insight. Gone are the days when 'likes' alone are considered a reasonable measure of commercial success, but what is the future measurement landscape going to look like and how can brands start making the right choices. Our panelists of experts will shed insight on their experience/approach and answer your questions in what is likely to be one of the more engaging panel sessions of the day.
Marketing success now depends on gleaning useful insights from a growing multitude of data streams. Capturing, storing and sorting customer data is a science ruled by the laws of physics, the laws of nature and the laws of Murphy. While analyzing that information requires a solid command of that science, it also requires the skills, ingenuity and creativity of an artist. Jim explores the artistry of marketing analytics to help unlock the wisdom buried in the bits and bytes.
Big Data, never sleeps...Data is being generated 24/7 with mobile devices, sensors, the Internet, social media postings, e-comm platforms, POS systems, etc. Challenges exist to have a scalable infrastructure to manage both structured and unstructured data, internal and external sources, and to house and integrate all of this data in a logical fashion; but the real challenge lies in the ability to display, filter and develop meaningful insights to drive your business.
Tom Morgan, Founder & CEO, Net2TV Corporation and Mike Knowlton, CTO, StoryCode will provide an exploration of advanced TV platforms (cable, satellite andtelco), and applications (request for interaction, addressability, telescoping, branded channels and microsites) in the U.S. Myths will be debunked, terminology explained, measurement scrutinized and value propositions proffered.
Buying likes is an expensive and ineffective way to grow your Facebook fans. Without great content that your audience will resonate with, Facebook will hide your posts from your audience, rendering your media spend useless. Find out how fashion tech startup Me-Ality used big data from InfiniGraph to target the interest graph and discover trending content that their audience is into.