In this session...
A revolution is occurring. Over the next 10 years, marketing will change forever. And with that change, the chasm between brands and their audiences will finally close. Technology innovation will close that gap, and at the same time, it will increase media performance and measurability, while delivering more meaningful customer connections.
Join this discussion to learn about the research, case study and innovations that will fuel this revolution. Joanna O’Connell of Forrester Research will open up the session presenting never seen before research on the use of first party data and online/offline considerations for large brands. We will then transition to the application of those concepts through an actual case study and an examination of the changes in underlying technology and data necessary to achieve those results.
Let's face it, much of the cool new technologies and channels have served to disconnect marketers, agencies and publishers from the audiences they hope to serve. Why? They’re flawed. Brand metrics are at a record low and declining, wasted advertising as at an all-time high and increasing.