The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better
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The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better

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Digital Marketing Panel
The Transparent: Your Data and How Three Digital Marketing Professionals Intend to Use It to Make Your Life Better

This discussion is not about the scary aspects of personal data and privacy. That’s a different presentation, for a different day. Rather, this conversation is about surfacing the amazing power of data and the potential it has to make all of our marketing experiences more awesome. From product creation to micro targeting, content to entertainment, data is being used to develop the next generation of communication platforms and digital experiences.

Panelists:
Patrick Cartmel, Undertone
Kirsten Ward, Microsoft
Megan Tweed, Razorfish
Mike Reeder, POSSIBLE

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  • Wonderful presentation. The promise of digital is an enhanced life experience, not an invasive one. Thanking people and reminding people that the data they share is used to improve their experience, not deluge them with disruption media, will hopefully delay the commoditization of personal privacy.
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Transcript

  • 1. WHEN DATA MAKES MARKETING EXPERIENCES AWESOME
  • 2. WHY WE’RE HERE 3
  • 3. IMPORTANT ROLE BEYOND DISTRIBUTION 4
  • 4. MEDIA DATA IS A BIG DEAL “Nate Silver had agencies offer him positions when it was leaked that he might leave the New York Times..” “MDC Partners has hired former Harrah's Chief Marketing Officer David Norton to lead analytics and consumer insights” 5
  • 5. “I DON’T KNOW IF IT’S A RESOURCE THING OR BAD COMMUNICATION THING, BUT I CAN’T TELL YOU HOW OFTEN I ASK ABOUT THE BEHAVIOR OF OUR AUDIENCE, ONLY TO BE MET WITH SHRUGS AND STARES” -RETAIL CMO
  • 6. INTRODUCTIONS KIRSTEN WARD SR. DIRECTOR, XBOX DIGITAL AND DIRECT MARKETING XBOX PATRICK CARTMEL VP NATIONAL STRATEGIC ACCOUNTS UNDERTONE MEGAN TWEED VP MEDIA RAZORFISH
  • 7. SWEAR TO GOD I WON’T SAY BIG DATA
  • 8. Probably not actually on Facebook DIGGING INTO WHY FACBOOK DATA SERVES YOU ADS YOU DON’T UNDERSTAND
  • 9. THIS IS NOT USING DATA TO REALTIME YOUR TWITTER FEED http://digiday.com/brands/the-latest-in-brand-lameness-on-twitter/
  • 10. DATA EVOLUTION IN MEDIA DATA AS COMPETITIVE ADVANTAGE DATA AND PERSONALIZED EXPERIENCES DATA + BRAND = MEDIA COMPANY
  • 11. DATA EVOLUTION IN MEDIA
  • 12. STATIC STATIC BEHAVIORAL CURRENT PREDICTIVE (DEMO, ZIP) (WHAT YOU DID) (WHERE YOU ARE) (WHAT YOU’LL NEED)
  • 13. DATA EVOLUTION IN MEDIA
  • 14. DATA AS COMPETITIVE ADVANTAGE
  • 15. FOCUS GROUP OF 33M
  • 16. 17
  • 17. DATA AS COMPETITIVE ADVANTAGE
  • 18. DATA AND PERSONALIZED EXPERIENCES
  • 19. 8X ROI
  • 20. DATA AND PERSONALIZED EXPERIENCES
  • 21. BRAND + DATA = MEDIA COMPANY
  • 22. “ONCE YOU’VE EXTABLISHED A DIRECT, RELATIONSHIP TO A CUSTOMER, YOU DON’T NEED TO ADVERTISE TO THEM” -STEFAN OLANDER, VP DIGITAL SPORT, NIKE 40% DROP IN AD SPEND
  • 23. BRAND + DATA = MEDIA COMPANY
  • 24. DATA AS STRATEGY CHANGER
  • 25. IN THE EVENT OF A WATER LANDING
  • 26. THANKS.