Data forced its way into the marketing and advertising world so quickly, nobody really knew what to do with it all. The metrics were helpful in theory, but many industry leaders initially lacked the skills necessary to break down those numbers well enough to convert them into successful marketing and campaigning for their brands. However, in recent years, data has quickly become among the most critical aspects of the industry with its ability to target specific audiences and measure the impact of ads. In other words, data’s is unmatched by most other marketing tools in the modern marketing world.
Still, many feared with the introduction of data, creativity would be thrown from the bandwagon. As the industry lasers in on data, and audience targeting becomes more effective than ever, brands need to ensure they continue to incorporate creativity into their communication and business structure. Creatives are becoming more familiarized with all that data has to offer, but data still relies on its analysts, and creatives still need room to think freely. Bordering a fine line between a series of 1s and 0s and a successful creative campaign, where does data find its footing?
During Advertising Week 2016, The Data Track, presented by Acxiom, offers a first-hand look at the uprising of data and how it should best be used by marketers. A series of sessions with data specialists and industry experts will explore how data helps reach the elusive target customer, and do so faster than ever before.
“Masters of Data,” a session with speakers including Ali Bohra, director of strategy and product marketing for Adobe, and Jon Schulz, CMO of Viant, will discuss leaving the world of “franken-metrics,” and instead heading into one where it’s possible to fully understand mobile data and measurement and their ability to drive business value.
Dentsu Aegis chief digital officer Louisa Wong will be joined by panelists including Acxiom’s Dana Hayes, AOL’s Jim Norton and DigitasLBI’s Jason Kodish to discuss driving a seamless customer experiences while navigating the complex ad-tech ecosystem during “Ways to Simplify the Ecosystem,” a session presented Acxiom.
In “Measuring Up,” attendees will learn how technology’s ability to increase the availability of audiences and consumer data has made measuring the effectiveness of advertising spend easier than ever before. Karthik Rao, president of Nielsen, along with a host of panelists will explore the opportunities and challenges in today’s data ecosystem.
“Nielsen: Measuring Tomorrow,” a seminar presented by Neilsen, offers discussion with Lynda Clarizio, president of US media, and Megan Clarken, president of product leadership, as they explore the importance of meaningful connection while navigating the future of measurement, as well as address the changing market for content and the need to evolve the metrics used to measure audiences and impact.
For information on more Data Track seminars, and for a full list of calendar events, head over to newyork.advertisingweek.com/calendar.
