The document discusses big data and analytics in direct response marketing. It summarizes an upcoming session at the ERA D2C Convention titled "Big Data's Secret Sauce" which will discuss how marketers can better coordinate paid search, natural search, and TV campaigns using data to boost conversion rates. The session speakers will discuss leveraging various analytics tools to enhance marketing campaigns and provide insights from measuring different metrics across online and offline touchpoints. Key takeaways for attendees will include how to better coordinate digital and TV campaigns, the growing importance of analytics as advertising moves further into the digital era, and how direct response marketing has always focused on measurement and attribution.