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Five Lessons from Five Years: What the 2012 Presidential Campaign Can Teach Marketers About Big DataEvent Recaps
NETWORKING BREAKFAST (8:30 – 9:00)
INTRODUCTIONS (9:00 – 9:15)
THEME: BIG DATA/MARKETING ANALYTICS
Big data has exploded! The world of big data is changing dramatically right before our eyes – from the amount of data being produced to the way in which it is structured and used. The trend of "big data growth" presents enormous challenges, but it also presents incredible business opportunities. Learn how top marketers and industry experts have cut through all the hype to use big data successfully.
I. ACCENTURE'S APPROACH TO BIG DATA (9:15-10:15AM)
Accenture will share their approach to marketing analytics and big data and provide best practices and lessons learned in these areas.
Bob Markham, Managing Director – Accenture
II. HOW ALLSTATE LEVERAGES BIG DATA (10:30-11:30AM)
Allstate runs several hundred different marketing campaigns supporting multiple products at any given time. These campaigns were siloed within the organization and measured in varying ways to varying degrees. Over the past year, Allstate worked to develop a data management framework that maps back to branding and business objectives. Keary Phillips, Sr. Internet Marketing Program Manager – Allstate will share how Allstate leverages big data to successfully build their brand.
Keary Phillips, Sr. Internet Marketing Program Manager – Allstate
III. WHAT THE 2012 PRESIDENTIAL CAMPAIGN CAN TEACH MARKETERS ABOUT USING BIG DATA (11:30AM-12:30PM)
This presentation will reveal the integrated approach taken in crafting and executing Obama's winning digital strategy during the 2008 and 2012 campaigns. Attendees will learn how Obama's Presidential campaign built a technology-based infrastructure that used data and tactics to enable record donations, Twitter and Facebook posts, video views and other forms of social sharing and grass roots-based activities to fuel Obama's success. Marketers will discover how they can use these similar strategies to drive their business.
Joe Rospars, Co-Founder and Creative Director – Blue State Digital and Chief Digital Strategist Obama for America
IV. ANA MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
In this session, ANA Integrated Marketing Committee members will be asked to share ways they are leveraging big data and analytics within their organizations.
Marni Gordon, Vice President – ANA
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair