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

1. WHEN DATA MAKES MARKETING EXPERIENCES
AWESOME

3. WHY WE’RE HERE
3

4. IMPORTANT ROLE
BEYOND
DISTRIBUTION
4

5. 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

6. “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

7. INTRODUCTIONS
KIRSTEN WARD
SR. DIRECTOR, XBOX DIGITAL
AND DIRECT MARKETING
XBOX
PATRICK CARTMEL
VP NATIONAL STRATEGIC
ACCOUNTS
UNDERTONE
MEGAN TWEED
VP MEDIA
RAZORFISH

8. SWEAR TO GOD I WON’T SAY
BIG DATA

9. Probably not
actually on
Facebook
DIGGING INTO WHY
FACBOOK DATA SERVES
YOU ADS YOU DON’T
UNDERSTAND

10. THIS IS NOT USING
DATA TO REALTIME
YOUR TWITTER FEED
http://digiday.com/brands/the-latest-in-brand-lameness-on-twitter/

11. DATA EVOLUTION IN MEDIA
DATA AS COMPETITIVE ADVANTAGE
DATA AND PERSONALIZED EXPERIENCES
DATA + BRAND = MEDIA COMPANY

12. DATA EVOLUTION
IN MEDIA

13. STATIC
STATIC
BEHAVIORAL
CURRENT
PREDICTIVE
(DEMO, ZIP)
(WHAT YOU DID)
(WHERE YOU ARE)
(WHAT YOU’LL NEED)

14. DATA EVOLUTION IN MEDIA

15. DATA AS
COMPETITIVE
ADVANTAGE

16. FOCUS
GROUP
OF 33M

17. 17

18. DATA AS COMPETITIVE ADVANTAGE

19. DATA AND
PERSONALIZED
EXPERIENCES

21. 8X ROI

22. DATA AND PERSONALIZED EXPERIENCES

23. BRAND + DATA =
MEDIA COMPANY

25. “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

26. BRAND + DATA = MEDIA COMPANY

28. DATA AS STRATEGY
CHANGER

29. IN THE EVENT
OF A WATER
LANDING

30. THANKS.