Data Insider Summit San Diego 2017


Data is NOT the new “oil.” It is the new “media.” As traditional batch, blast and pray advertising gives way to people-based marketing, the consumer profile will rule all. Data is what will find that customer whether on or off a screen. Data is what will help anticipate in real time where that consumer will be and what she will need from her favorite brand. Data is what will help build and drive personalized messages along the right addressable channels. A data-driven, people-based approach to marketing is not just more data points driving targeted advertising. It represents a fundamentally different level of automation and synchronization across channels that requires smart data, smart machines, and smart brand messages.

At the inaugural MediaPost Data Insider Summit we plan to drill, not for the new oil but for the new media: how data will power the next great change in marketing and how it will change marketing organizations.

We will explore:

Day 1: Data as Strategy In The New Organization. How marketers must reorganize around building single source of truth about their customers and determine the data and KPIs that matter most to their organization.

  • How are brands reorganizing internally to break down data silos and build a single source of truth for their customers?
  • Acquiring, building and unifying the first party data fueling one-to-one marketing efforts
  • How marketers are evaluating and building technology stacks

Day 2: Resolving Identity Across Devices: Finding the right data partners, matching technologies and measurement tools to be wherever your consumer needs you.

  • Moving consumer ID tracking from cross-channel to cross-device
  • Onboarding and combining first party data with second and third party sets
  • What, when and how do we measure ROI in a people-based marketing environment?

Day 3: Activating On Data: Joining the media and the message to the person

  • The state of the addressable media needed to activate people-based marketing approaches
  • The creative challenge of messaging in a post-campaign environment
  • Resolving metrics across disparate devices

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