Event Recaps
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How Ferrara Is Sharing Delight Through Content and Experiential Activations
Event Recaps April 20, 2021Ferrara capitalized on gaming and influencers to promote its line of candies.
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QR Codes and Mom Jeans: Once a Bad Joke, Now the Hot Trend
Event Recaps April 20, 2021Hear how leaders in the alcohol and beverage and financial services categories are leveraging QR code technology to bridge the gap between offline and online customer experiences.
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Reimagining Product Placement as Content Strategy: How PepsiCo Is Using AI Technology to Digitize In-Content Integrations
Event Recaps April 19, 2021PepsiCo head of media innovation Kate Brady and Mirriad head of sales Mark Melvin shared key learnings from their partnership program which used artificial intelligence (AI) and machine learning to digitally place product, signage, and video into targeted TV and digital content.
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Audio Described Content: Making Content More Accessible to the Underserved
Event Recaps April 16, 2021Procter & Gamble and Tylie Ad Solutions discussed how they have taken diversity and inclusion beyond closed captioning and have added audio descriptions to their commercials.
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Translating Your D&I Commitment into Action
Event Recaps April 16, 2021Erica Hughes, director of multicultural marketing at Ally Financial, discussed the company’s multicultural marketing initiatives.
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A Diverse and Inclusive Media Investment Framework
Event Recaps April 15, 2021Amplifi, a digital agency that helps garner insights, discussed how it worked with clients such as Dentsu to deliver a media investment framework rooted in DE&I (diversity, equality, and inclusion), the challenges that need to be addressed, and the role of content in connecting at scale with audiences.
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Building Trusted Data Connectivity at Every Touchpoint
Event Recaps April 14, 2021Neustar explained the importance of a unified approach to data and analytics.
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Mastercard and SessionM: A Data Model for the Future of Loyalty Programs
Event Recaps April 14, 2021Mastercard explained how it has expanded the ways that it supports merchants’ loyalty programs and the best practices for data and analytics that it has followed in the process.
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"So Now What?" A Collective Approach to the Cookie Conundrum
Event Recaps April 13, 2021Scott Kozub, head of audience product at Oracle Advertising, discussed the future of identity and what it means to deliver a true portfolio approach to collectively deliver the scale, fidelity, reach, and insights that are demanded of modern marketing organizations in 2021.
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Building the Data and Analytics Organization of the Future
Event Recaps April 13, 2021Michael Harrison, managing partner of Winterberry Group, provided a framework to evaluate and implement the people, process, and technology needed to create an in-house or blended capability.
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Consumer Versus Customer: A Paradigm Shift for Data in CPG
Event Recaps April 13, 2021Josh Blacksmith, senior director of global consumer relationships and engagement at Kimberly-Clark, the CPG company behind brands that include Huggies and Kleenex, shared key ways that data ownership is under pressure and highlighted examples of where this creates tension in the CPG business model.
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Creating a Common Language Around Data
Event Recaps April 13, 2021Adobe recently discussed its agile and data-driven marketing approach, and how the company is swiftly and effectively acting on insights to deliver innovative, creative campaigns that drive business growth.
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Cross-Channel Attribution with Federated Data
Event Recaps April 13, 2021Dr. Michael Cohen of Marketing Evolution defined data federation and examined some approaches to the process.
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Fireside Chat with Dana McGraw: The Data Science Behind Disney
Event Recaps April 13, 2021Dana McGraw discusses Disney’s unique approach to audiences and data science. She will answer the pressing questions data practitioners want to know and how Disney’s audience segments are built to cut across linear, streaming and digital.
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GEORGIA-PACIFIC: EXECUTING AND INNOVATING WITH AN AGILE ADVANCED ANALYTICS CAPABILITY
Event Recaps April 13, 2021In this talk Dr. Ali Kefeli will offer an engineer’s view into the world of marketing as he discusses how critical “speed to insight” has been for Georgia-Pacific during COVID. He will cover how he champions the use of data-driven insights by first democratizing available data through technology, and then using an Agile approach to deliver in-house machine learning and marketing mix models. You will hear how this approach allows Georgia-Pacific to make better, faster, and more holistic commercial decisions across product, portfolio, pricing, channel, marketing and innovation.
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How MetLife Deepened Customer Relationships with Insights That Drive Action
Event Recaps April 13, 2021MetLife discussed its new analytical tools and approaches as a way to bring the voice of the customer to those who need it most within the organization in credible and powerful ways.
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Increase Revenue and Conversion with Advanced Micro-Segmentation
Event Recaps April 13, 2021Ericka Podesta McCoy, chief marketing officer at Resonate, shared how brands can improve their audience segmentation, driving increased revenue and conversions.
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Measurement Has Gone to the Cloud
Event Recaps April 13, 2021Scot Richardson from Acxiom discussed how cloud-based computing (servers accessed over the internet) can help with marketing campaign measurement.
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Partnership for Responsible Addressable Media: An Industry Update
Event Recaps April 13, 2021Bill Tucker, Stu Ingis, and Dennis Buchheim, discussed the latest from PRAM (Partnership for Responsible Addressable Media), an organization whose mission is to develop privacy-preserving principles for the industry.
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Saying Goodbye To Cookies
Event Recaps April 13, 2021Last year, Google announced its plan to end support for third-party tracking cookies in its browser by 2022. Apple already blocks third-party cookies in its browser by default. What impact will this have on advertisers? Will recent identity changes from Google complicate digital advertising further? In this session, we'll dive into cookies, why they're going away, and what might replace them.
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