Use the Add to My Agenda buttons to compile a Personalized Agenda of the sessions you wish to attend. Then submit an email address at bottom of screen to receive your Personalized Agenda in your inbox!

Thursday | October 4

1:30 PM – 2:20 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Bringing Together Data and Personalization for Building a Powerful Growth Program

Room: Marina Ballroom II
These days, consumers often come to expect organizations to be extremely knowledgeable about them as individuals throughout the buyer's journey. But in order for that to happen, it first requires organizations to have access to a lot of data. Because, without quality data, the analysis of your target audiences is often inadequate. And this can lead to a total lack of ability to gather accurate insights about your audiences. Thus severely limiting your ability to personalize your user experience to assist them in making a purchase decision. In this session, Anna and Grant will show you how to get your hands on the right data, as well as identify when and how to use it to fuel your personalization efforts within your experimentation program and drive business growth.

Key Takeaways:
  • Identify the types of data you need
  • Understand the value contact and account data brings to your understanding of your buyer personas
  • Learn to identify and analyze specific audiences for hyper-targeted experimentation 
  • How to leverage data in your experimentation programs to drive growth
Presented By:
3:10 PM – 4:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Digital Data Is Not Just for Digital Marketing: How to Harness Digital Data LEGALLY to Increase Acquisition

Room: Marina Ballroom II
According to Google’s ZMOT (Zero Moment of Truth) study, a consumer engages with 18.2 pieces of information on average before making a final purchase decision. It may sound like a lot, but when you consider how many pieces of information come our way every day, it's only a fraction of our messaging exposure. Frequency is extremely important but the key is actually connected touch points. You've probably heard the term ‘multiple touch points,’ but consumers are craving personalization derived from connected touch points. Connected touch points refer to an advertiser having the ability to determine whether you are the same person, regardless of whether you're shopping from your mobile phone, tablet, desktop, in-store or from a catalog. This type of tracking is the next evolution of advertising and consists of integrating promotions, so the same household that receives a personalized email, also receives a print promotion and mobile message. Join Dave Cesaro and Micah Thorner of Valassis, as they share insights into why connecting with the consumer with a succinct message across their path to purchase is critical, and how to do so legally to build a lasting connection.
 
Key Takeaways:
  • Discover where a consumer’s mobile phone, tablet and IP address resides at a specific physical address, and understand how to use this information LEGALLY
  • Find out how to use online behavior to optimize offline promotions, and why this is critical
  • Experience live case studies of how other retailers and direct response marketers are using this information to improve return on marketing spend for acquisition campaigns
Presented By:
  • Dave Cesaro, Executive Director of Client Marketing, Valassis, Inc.
  • Micah Thorner, Chief Privacy Counsel, Valassis Communications
4:10 PM – 5:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

No Such Thing as a Free Lead: Attribution of Paid Media and the Impact on All Other Inquiry Sources

Room: Marina Ballroom II
The ability to track prospects and/or inquiries across multiple media channels is one of the most difficult challenges marketers and advertisers must overcome. Recent research unveils up to 42% of offline marketing attribution is transferred to online channels. Attribution plays a major role in influencing consumer awareness of products and services as well as initiating consumer engagement and trial. Gragg Advertising completed a yearlong study covering 15 markets, analyzing the impact of media attribution on lead generation.  The study found there were clear lines with “giver” and “taker” media sources, thus changing the mathematics as it pertains to cost per lead and cost per conversion by channel. Join us as we dive into the data and analyze how prospects and new customers use non-credited media sources to gain information prior to engaging with your company or product. Don’t worry we will handle the math!
 
Key Takeaways:
  • Explore the data behind offline to online marketing attribution
  • Understand how various marketing channels impact your conversions, including: TV, Radio, Print, Direct Mail, Pay-Per-Click and Web Forms
  • Compare benefits of attribution modeling, Multi-Touch Point vs Single Touch Point
  • Gain strategies to implement an optimal marketing mix
Presented By: