Data Marketing Summit Annotated Agenda, Dec. 4-6, 2011
DMS SUMMIT AGENDA
Hosted by Corey Kronengold, Content Director, Digiday
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THE SUMMIT DAY 1
Monday, December 5, 2011
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General Sessions (Olympic Ballroom)
8:30am: Breakfast, sponsored by TRUSTe: Data Vendor Management - Data Flows to Third Parties
This panel focused on data flow considerations from first party websites to third party data and marketing service providers. Ultimately, this topic spans issues with audience monetization cannibalization, website performance impacts and privacy compliance considerations. From a marketing perspective, all of these need to be considered as part of a vendor management strategy both in the online and mobile worlds.
Moderator: Corey Kronengold, Director of Content, Digiday
Speakers:
Kevin Trilli, VP of Product Management, TRUSTe
Blane Sims, VP of Product Management, BrightTag
Ben Johnson, VP of Technology, Investing Channel
Stephen Kline, Senior Counsel, Privacy and Regulatory Matters, Omnicom Media Group
9:00am: Big Data Meets Big Brands
Data has been the driving force behind most online marketing efforts, which have largely been oriented toward direct response strategies. In our obsession with aggregating and reselling data, true branding has been left out of the conversation. In this session, our digital branding experts explain how data is driving their latest campaigns and what data you should be focusing on for your next online branding effort.
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speakers:
Andy Fisher, EVP, Global Data & Analytics, Starcom MediaVest Group
Eric Stein, EVP Online Solutions, Epsilon
Kyle Pratt, Sr. Director, Autobytel
9:45am: Acxiom Presentation: The State of Big Data
Speaker: Tim Suther, CMO & SVP Marketing, Acxiom
10:15am: DMS Pecha Kucha: Innovations in Data Marketing
Pecha Kucha means literally "chatterbox" or "chit chat." It is also a fast-paced presentation style that limits presenters to 20 slides shown for 20 seconds each. Our Pecha Kucha presenters will showcase their latest products and explain how they are changing the data marketing landscape.
Moderator:
Corey Kronengold, Director of Content,
Digiday
Speakers:
Tad Martin, Vice Chairman, Collective[i] Download Presentation
Mike Baker, CEO, DataXu Download Presentation
10:55am: Digiday Dialog with ChoiceStream: Common Myths About Data and Online Advertising
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speaker: Eric Bosco, COO, ChoiceStream
11:15am: Can Data Truly Tell Us What Advertising Works?
Drowning in data,
thirsting for knowledge. While there's no shortage of data points to measure,
extracting usable knowledge from a sea of data still remains a challenge for
advertisers and publishers alike. Wannamaker's 50 percent rule may no longer
apply, but brands and publishers are still struggling to understand which ads
are most effective across the full funnel. How has the shift to a data-driven
media economy helped marketers figure out what is working and what isn't?
Moderator: Mike Shields, Senior Editor, Digiday
Speakers:
Zach Coelius, CEO, Triggit
George John, CEO, RocketFuel
Adam Lovallo, Global Head of Customer Acquisition, LivingSocial
12:00am:
Hypebuster: Why Digital Advertising Isn't Like Wall Street...But Could Be
Many are quick to make the comparison between Wall Street trading and online
media buying. But beyond buying on exchanges, are there really similarities?
Would the online media ecosystem benefit by a shift to derivatives, options and
futures? Mediamath's Roland Cozzolino explains the differences between financial
markets and online media and what it would take for the industry to become a
true open market.
Speaker: Roland Cozzolino, Chief Technology Officer, Mediamath
12:15pm: Janrain Spotlight: Does Facebook Know More About Your Audience Than You Do?
Tore Steen, Janrain's VP of Business Development, will introduce the opportunity and challenges for marketers around social profile data as well as share case studies from leading brands that leverage this rich user knowledge.
Speaker: Tore Steen, VP of Business Development, Janrain
12:30pm: How Data Changes the Media Mix for Marketers
With users spending more time with new devices like smartphones and tablets and consuming media on multiple devices simultaneously, it's time to revisit how marketers look at the media mix. But disparate data and data sources make it challenging for marketers to develop a holistic view of how audiences consume content. Our panelists explore how data impacts media mix modeling and new ways to approach modeling in the era of Big Data.
Moderator: Jack Marshall, Mobile Reporter, Digiday
Speakers:
Nick Jordan, Director of Product Management, Adobe Systems
Jamie Christner, Director of Analytics, Definition6
Adam Weiler, Director of Media Research, Draftfcb/MC Media
David Manzo, Media Manager, IBM
1:00pm: Keynote Q&A: How a Web Publishing Giant Turns Data into Actionable Insight
Moderator: Mike Shields, Senior Editor, Digiday
Speaker: James Deaker, VP Data Solutions & Insight, Yahoo!
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THE SUMMIT DAY 2
Tuesday, December 6, 2011
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9:00am: DMS Keynote Q&A: The Data Driven Agency The definition of the advertising agency is changing. The future agency model is dependent on being able to navigate various data pools from clients and social media in order to find discrete audiences. This will alter the way agencies are structured and operate. Razorfish chief media officer Jeff Lanctot addresses how the Publicis Groupe agency is using data to increase efficiency, improve effectiveness and develop new business models.
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speaker: Jeff Lanctot, Chief Media Officer, Razorfish
9:30am: Digiday Dialog: Harnessing Big Data - Challenges & Opportunities
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speaker: Dave Jakubowski, CEO, Aggregate Knowledge
9:50am:
Big Data Meets Mobile: Privacy issues aside,
mobile data is as personal as it is useful to marketers. New mobile
technologies could reinvent how connected devices are tracked and targeted.
Mobile device fingerprinting and unique IDs threaten to replace the ubiquitous
cookie with more sophisticated methods of tracking and targeting devices. Is
Big Data the key for mobile marketers to be able to reach audiences across
multiple mobile platforms?
Moderator: Jack Marshall, Mobile Reporter, Digiday
Speakers:
Michael Andrew, Associate Analytics Director, AKQA
Paul Gelb, VP, Mobile Practice Lead, Razorfish
Dirk Rients, Management Director, Mobile Platforms, Draftfcb
10:30am: Krux Digital Spotlight: An Insider's View of Audience Data Control
Krux's Brian Buizer will lead a conversation with leading publishers about the day-to-day realities of protecting, managing, and monetizing first-party audience data assets. Together, they will explore the delicate balance required in simultaneously meeting demands of advertisers and partners, addressing consumer privacy concerns, and putting audience data to its best and highest use driving new revenue for the publisher's business.
Speakers:
Brian Buizer, Director, Client Solutions, Krux Digital
Shelley Eleby, Director of Marketing & Product Strategy, quadrantONE
11:00am: Pecha Kucha Presentations: The Keys to Data Marketing
Day 2 Pecha Kucha focuses on industry issues and insight. Our presenters will share their points of view and lay out their arguments on the most pressing issues facing Big Data marketers in just six minutes.
Moderator: Corey Kronengold, Director of Content, Digiday
Speakers:
Bruce Budkofsky, VP Platform, Lotame Download Presentation
David Soloff, CEO, Metamarkets Download Presentation
11:30am: Mining Social Media for Brand Insight
The development of social media data platforms has created a wealth of data for marketers to use. But picking the right metrics that provide the insight marketers are looking for isn't as easy as it should be. Is measuring audience sentiment, engagement or activities ratios as useful as knowing how many hard leads you've generated? Our panel of social media marketers share their thoughts on the metrics that matter most to them and which ones should matter to you.
Moderator: Mike Shields, Senior Editor, Digiday
Speakers:
Carla Bourque, SVP, Buddy Media
Florian Kahlert, SVP, Business Insight, KN Dimestore
Mike Barbeau, SVP Account Strategy, SocialVibe
12:00pm: Short Take Q&A: How Data Can Drive Better Advertising
The vast majority of data in the online marketing ecosystem is focused on improving media buying and targeting audiences. But what about the creative side? Dynamic assembly of creative assets has been buzzed about but few marketers are prepared to implement it. How can data help marketers deliver a better piece of creative to that targeted audience? Can the industry's focus on data influence the creative process or just the delivery? Our creative experts break it down.
Moderator: Brian Morrissey, Editor in Chief, Digiday
Speaker: Winston Binch, Chief Digital Officer, Deutsch LA
12:15pm: Datalogix Spotlight: Are You Optimizing Away from Your Customers? Using the wrong data can be deadly to a campaign's success, and most online advertisers are using the wrong data. “Click” measurement and optimization are quick and easy, but these are probably doing nothing to drive sales and may be causing you to target an audience who is unlikely to buy. Please join Robin Opie, SVP of Analytics for Datalogix and hear a game-changing case study on how using offline purchase-based audience targeting drastically outperformed behavioral “click” based optimizations. Learn how the right data, combined with the right metrics are redefining industry standards, allowing you to connect with real customers online.
Speaker: Robin Opie, SVP, Analytics, Datalogix
12:30pm: Hypebuster: Ad Targeting - Complexity or Innovation? The rate of innovation in targeting has been nothing short of staggering, but the actual improvement in a marketer's ability to reach audiences is still questionable. In this Hypebuster presentation, IgnitionOne's Will Margiloff weighs in on whether or not the latest targeting technologies deliver as promised, or if a radical shakeup is needed to move away from complexity and towards a better model to help marketers reach their audiences.
Speaker: Will Margiloff, CEO, IgnitionOne
12:45pm: Big Data's Impact on Media Companies
Advertisers see a wealth of new products, technologies and data points that provide insight into their advertising campaigns. But publishers, for the most part, have been ignored, left to sell their inventory armed only with ComScore rankings and primitive audience data. But publishers aren't just sitting back. Our cutting-edge Web publishers share their experiences in using new tools and developing metrics to build a better understanding of how they can deliver more content to more users and improve their bottom line.
Moderator: Mike Shields, Senior Editor, Digiday
Speakers:
Bennett Zucker, GM/SVP Data Solutions, Ziff Davis
Saqib Mausoof, Audience Intelligence, Cadreon
Jessica Rappaport, VP Marketing, E.W. Scripps Company