Data, Disruption, and the Transforming Media Landscape
Data science is transforming marketing, not least in how we develop, target, buy, and evaluate media and marketing communications. Engaging consumers in this new data-driven world is complex and unwieldy, and managers must understand and be prepared for disruption in all areas of marketing planning, execution, and evaluation and measurement.
This conference is for marketers seeking the latest evidence, practice-based findings, and emerging issues on:
- Programmatic buying of “contextual” advertising
- Behavioral targeting
- Enhanced attribution modeling
- How content and creative need to adapt to the changing media landscape
- Predictive analytics that replace/complement traditional market research
MSI is assembling a unique group of experts, including media companies, advertisers, and data scientists from business and academia, to offer views, actionable insights, and identify ongoing challenges. For those who want to survive—and thrive—in the new data-driven media world, this is a “must-attend” event.
Those interested in the following areas should attend:
- Digital Media/Content
- Media Buying
- Advertising Analytics/Advertising Research
Please click here for a PDF version of the agenda.
|8:30 – 9:00 a.m.||Registration and Breakfast|
|9:00 – 9:30||Welcome
Russell S. Winer, New York University
Motivation for the Conference
Katherine N. Lemon, Boston College and David F. Poltrack, Chief Research Officer, CBS Corporation
Earl Taylor, Chief Marketing Officer, Marketing Science Institute and Carl F. Mela, Duke University
|9:30 – 10:00||Evolution and Challenges in Online Advertising
Bernd Skiera, Goethe University
Through the rise of real-time advertising, online advertising has undergone many changes and is still evolving. For example, with impression-level targeting, publishers and ad exchanges must determine how much information to disclose to increase their profits. Data management platforms that allow advertisers to buy information create information asymmetries that can impact bidding and pacing strategies. Bernd Skiera will discuss these and other trends in online advertising and how these create new opportunities for marketers.
|10:00 – 10:30||Building Brands through Data-Driven Engagement
Mindel Klein Lepore, Worldwide Director – Global Digital Marketing, Colgate Palmolive
Given the rapidly increasing fragmentation of media, engaging consumers in new and meaningful ways is more important than ever for marketers. With the advancement of data driven technology and tools, marketers like Colgate are given unique opportunities to reach and engage consumers with greater relevancy. These opportunities also bring a new set of challenges that require marketers to work differently.
Mindel Klein Lepore will discuss these opportunities and challenges along with how Colgate is approaching data driven engagement to build their brands.
|10:30 – 11:00||Break|
|11:00 – 11:30||Towards Revolutionizing New Frontiers in Mobile Marketing Using Data Analytics
Anindya Ghose, New York University
Beyond location and contextual information, mobile advertising offers rich information about consumer preferences by enabling marketers to understand a consumer’s overall mobile trajectory—including their offline path. Anindya Ghose will discuss recent studies to measure the effectiveness of mobile marketing promotions, in particular, a novel mobile advertising technique that leverages full information on consumers’ offline moving trajectories including walking velocity, temporal patterns and spatial alignments. Massive randomized field experiments in some of the largest shopping malls in the world demonstrated that mobile trajectory-based advertising can lead to the highest redemption probability, fastest redemption behavior, and highest transaction amount, both at the focal store and the shopping mall. For marketers seeking the most effective mobile advertisements, these findings demonstrate that machine learning techniques can be combined with statistical models and field experiments to offer the right product to the right audience at the right time.
|11:30 – 12:00 p.m.||The Art and Science of Data Driven Media
Steve Weeks, Director Media Strategy and Planning, Adobe Systems Inc.
Programmatic technology can help marketers identify insights and create operational efficiencies to deliver improved business results. Steve Weeks will discuss the three stacks of programmatic media at Adobe—data management platform, demand side platform, and dynamic creative optimization—and how these work together to deliver the right message to the right audience. Drawing examples from Adobe, he will discuss the benefits of bringing programmatic media in-house as well as key points and lessons.
|12:00 – 12:30||Predictive Marketing: Reality, Promises, and Pitfalls
Melinda Han Williams, Lead Data Scientist, Dstillery
Fueled by unparalleled access to consumer activity across all digital devices and the rise of programmatic advertising, digital advertising is one of the largest open playgrounds for machine learning, data mining, and related analytic approaches.
Melinda Han Williams will discuss the promises and pitfalls of infusing a historically intuition-based industry with rigorous machine learning for targeting and measurement. What are the new realities of an environment where 100 billion advertising opportunities are sold daily in real-time auctions? These include high volume data streams of around 30 billion daily consumer touch points, low latency requirements on scoring and automated bidding (within100 milliseconds), and adversarial modeling in response to advertising fraud and bots. Most challenging, however, are incentive misalignments and measurement issues in the advertising industry and the paradox of big data and predictive modeling: You never have the data you really need.
|12:30 – 1:45||Lunch|
|1:45 – 2:30||Panel
Moderator: Carl F. Mela, Duke University
Panelists: Chad Maxwell, Senior Vice President, Research & Insight, Starcom MediaVest Group
Dave Mihanovic, Vice President of Brand Development, Consumer Insight, & Social Media, Hallmark Cards, Inc.
Greg Pharo, Director, Market Research & Analysis, AT&T Mobility
|2:30 – 3:00||How to Dance with Big Data and User Disruptors
Koen Pauwels, Özyeğin University
Social media offers a wealth of data, which comes in a variety of forms and huge volumes in fast updates. But how accurate is this big data, and how can we transform it into actionable insights? Koen Pauwels will present an approach where he combines the very different methods of netnography, sentiment analysis and time series causal models. He will show how this step-by-step approach, applied to rival brand fans disrupting your Facebook page, can generate marketing calls to action.
|3:00 – 3:30||Adopting and Enhancing Marketing Attribution Analytics
Michael Cohen, Chief Science Officer – Convertro, AOL Platforms and Scott Breitenother, VP of Data and Analytics, Casper.com
Enhanced attribution is evolving rapidly as algorithmic attribution converges with other forms of marketing impact analysis. Beginning with the story of Casper’s evolution into a savvy algorithmic attribution user, Michael Cohen and Scott Breitenother will discuss the impact of these new unified frameworks on the marketing organization, and how new analytics will transform the ways marketers buy media.
|3:30 – 3:45||Break|
|3:45 – 4:45||Breakout Groups|
|4:45 – 5:15||Wrap-up|
|5:15 – 6:30||Networking Reception|
|8:00 – 8:30 a.m.||Registration and Breakfast|
|8:30 – 9:00||Marketing ROI Analytics in 2016: The Baby and the Bathwater
Ross Link, President, Global MROI Solutions, Nielsen
The future, many say, is in big data, person-level analytics, machine learning, and automated analytics coupled to programmatic media buying. Ross Link will discuss Nielsen’s perspective on the present and future of marketing ROI. It’s true that the world has changed, yesterday’s tools need to change with it, and anyone in the marketing ROI business who ignores this will soon need another business. But 25 years of marketing mix R&D and practice actually produced a wealth of critical learnings that apply today just as much as they did in the past.
|9:00 – 9:30||Building Effective TV Ads. The Role of Content
Werner Reinartz, University of Cologne
While there is a tremendous body of knowledge about the effects of advertising spending and on sales response, we know surprisingly little about the efficacy of TV or video ads’ content. Which content strategies—creativity, authenticity, informational complexity, emotion, brand presence—matter for sales of advertised products? Based on a study of 68 FMCG brands and 341 spots over four years, Werner Reinartz will discuss the effect of key executional elements. By pinpointing how ad content execution enhances ad effectiveness, he will offer guidance to managers to improve TV/video ad design and increase return on advertising investment.
|9:30 – 10:00||America Reimagined… and What That Means to Media Entertainment and News
Jackie Hernández, Chief Marketing Officer, NBCUniversal Telemundo Enterprises
Technology and demographic shifts and trends are reshaping America and media consumption, especially with the fastest growing consumer segment: the Hispanic population. Jackie Hernández will discuss how Hispanics are consuming, what they are consuming, and how they are influencing a new multicultural mainstream.
|10:00 – 10:30||Break|
|10:30 – 11:15|| Panel
Moderator: Judy Lee, Senior Industry Consultant, Teradata
Panelists: Pamela Moy, Vice President – Marketing, Allstate Insurance Company
Luke Kigel, Director, Media & Connections – Americas, Johnson & Johnson
Karl Rosen, Senior Director of Ad Innovation & Programmatic Solutions, Turner Ad Sales
|11:15 – 11:45||The Future of Data at Media Companies
Radha Subramanyam, President, Insights, Research and Data Analytics, iHeartMedia
There is a lot of discussion today within the media industry about the future of data and insights. There are a range of questions including:
Radha Subramanyam will lay out guiding principles for the brave new world of data from a media company perspective.
|11:45 – 12:00 p.m.||Concluding Remarks
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
Listed below are some of the hotels in the vicinity of NYU Stern School of Business.
The Standard, East Village
25 Cooper Square
New York, NY 10003
Distance to NYU: .34 miles
60 Thompson Street
New York, NY 10012
Distance to NYU: .75 miles
201 Park Avenue South
New York, NY 10003
Distance to NYU: .83 miles
Soho Grand Hotel
310 West Broadway
New York, NY 10013
Distance to NYU: 1.5 miles
Click here for additional hotels near NYU.
Please note: participants will be responsible for their own transportation to NYU Stern School of Business.