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.

This panel session will detail how companies such as Reckitt Benckiser and Unilever have used Traffic Auditing and Research to monitor the same brand metrics that are used in TV and other media such as Brand Intent, Favourability, Lift, etc to allow for a 360 Degrees planning and integration of video into the mix. 

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. 

Frank Foster, VP, Business Development, AT&T's AdWorks, and Mitch Oscar, EVP, Televisual Applications, MPG, will provide an exploration of advanced TV platforms (cable, satellite and telco), 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.

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