2013年10月16日 | データドリブン マーケティング フォーラム

Turn 提供 第1回 データドリブン マーケティング フォーラム: データマネジメントの発展と機会に関する総合研究

データマネジメントのイノベーターとデータドリブン マーケティングの専門家を招聘し、世界のトレンド、ケーススタディ、洞察を共有することで、 マーケターの皆様に広範なデータマネジメントに活用していただくための1日プログラムです。広告代理店、データ アナリスト、CMO、COO の方は、ぜひご参加になり、グローバル ブランドが優れた洞察を得て、オペレーションとROIを改善する手法を探る機会としていただけるものと考えています。

主催

promimic Factual


スケジュール

1:30

Registration & refreshment

 

2:00

WELCOME REMARKS
Wolfgang Maasberg, Senior Vice President of Sales & Field Operations, Turn
Japan’s massive growth in 12 months, standing at crucial industry tipping point.

Turn logo

2:15

KEYNOTE OPENING ADDRESS
Thomas Husson,
VP, Principle Analyst in Marketing Leadership, Forrester
Global Outlook: Key Trends And Best Practices In Digital Media Buying & Data Marketing

  • What are the key trends shaping the future of digital media buying?
    • “Digital Media Buying Forecast, 2012 To 2017”
    • “Three Pillars” for the CMO: key points of success for branding and acquisition
      • Audience Data management
      • Advanced Analytics & Attribution
      • Media Execution
  • What lessons to learn from US and global brands in leveraging data marketing?
  • Best practices to make the most of these trends and prepare for digital and mobile disruption?

Forrester

3:00

DATA DRIVING BUSINESS DECISIONS
Rodney Mayers,
Chief Revenue Officer, proximic

  • BIG DATA Drivers: audience fragmentaiod + content fragmentation = yottabytes of data on user engagement
  • Global trend: "Real Time"
  • The Database Universe
  • Key Considerations for Data
  • So where do you start?
  • Marketing funnel re-envisioned from the lens of Data Management
  • Architecture considerations
    Use Case - Big Data in Media Planning, Real Time Buying, Audience analysis

Proximic

3:40

DIGITAL AUDIENCE REPORT
Wolfgang Maasberg
- Senior Vice President of Sales & Field Operations, Turn
“The rise of the multi-channel brand,” showcasing quarterly digital advertising marketplace data. Analysis of data from the Turn platform

  • “The rise of the multi-channel brand”
  • Showcasing quarterly digital advertising marketplace data
  • Analysis of data from the Turn platform

UNIFIED MARKETING FOR MULTI-CHANNEL WORLD

  • “Audience First” buying
  • Technology enablement – display, mobile, video and social
  • Enhanced efficiencies across the media marketplace

Turn logo

4:20

Networking Break

 

4:40

LOCATION DATA & MOBILE ADVERTISING
Vikas Gupta
, Director of Marketing & Operations, factual

  • Understanding Location Data
    • Sources / Types of Location Data
    • “Good” data vs “bad” data
  • Survey of location-based targeting methods
    • Place-based targeting: Geofencing, Geo-conquesting, Polygon targeting
    • User-based targeting: Location-based audiences
    • Increasing Engagement: Location Enabled Creative
  • Case studies - Outback Steakhouse, David Beckham Bodywear, Audi Japan, Pinkberry, and Taco Bell

Factual

5:20

TECHNOLOGY: Programmatic Buying – State of the Art, US
Dominic Bennet
, SVP Technical Fellow, Turn

  • Explosion of Exchange
  • 1st party data
  • 3rd party data
  • Real-time decisions
  • Pre-campaign planning
  • Post campaign insights
  • Macro data incorporation

Turn logo

6:00

PANEL DISCUSSION: Direct questions and gain insight from the experts.
MC | Moderator:
Shinobu Ohyama, Executive Editor, ExchangeWire
Data-Driven Marketing Road Map 101 – “Get Smart, Get Strategic”

  • Customer Interaction Strategy
  • Analytics Strategy
  • Data Strategy
  • Organizational Strategy
  • Technology Strategy

Exchange Wire
Forrester

factual

proximic

Turn

6:45

Program End / Followed by Networking Reception & Prize Draw

 

 

Dominic Bennett

Dominic Bennett , SVP Technical Fellow, Turn

Dominic brings to more than 12 years of expertise in data mining, marketing analytics, ad selection and behavioral targeting in very large database (> 40TB) environments and established management skills in product design, architecture, development and QA.

Turn provides two real-time marketing applications:. Audience Suite, an enterprise data management platform, and Campaign Suite, a digital media buying platform for video, mobile, social, and display advertising Turn works with the world's top brands, agencies and trading desks including Aegis, AT & T, Chrysler, Experian, IPG / Mediabrands, OMG, Sojern and Vivaki. Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners. www.turn.com

Vikas Gupta

Vikas Gupta , Director of Marketing and Operations, Factual

Vikas Gupta, Factual's Director of Marketing and Operations, runs Factual's marketing department alongside responsibilities in financial reporting and analysis. Prior to Factual, Vikas was at LoopNet Inc. For 3 years where he did marketing strategy and analytics for both LoopNet's core commercial real estate business and their business for sale subsidiary BizBuySell. Prior to LoopNet he was a business analyst at McKinsey & Company where he served clients in finance, airlines, and chemicals in a variety of capacities including strategy, operations, and post-merger management. He earned a BA in Business-Economics from UCLA and an MBA from the Anderson School of Business at UCLA.

Factual is a location platform that enables personalized and contextually relevant mobile experiences by enriching mobile location signals with definitive global data. Factual's real-time data stack builds and maintains data on a global scale, with Factual's core Global Places data covering over 65 million local businesses and points of interest in 50 countries. Factual's platform also provides location based mobile personalization and ad-targeting solutions along with data cleaning and mapping services for business listings and points of interest. www.factual.com

Thomas Husson

Thomas Husson, VP, Principal Analyst in Marketing Leadership, FORRESTER

Thomas's research focuses on the integration of mobile into marketing and digital strategies; the disruptive role of mobile in bridging the digital and physical worlds; the evolution of the mobile ecosystem and in particular of mobile marketing and advertising; and the impact of mobile devices and technologies on people's attitudes and behaviors. Thomas is widely cited in publications including International Herald Tribune, the BBC, The Economist, Reuters, AFP, Les Echos, and Le Monde.

Forrester Research.. (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments Our clients face progressively complex business and technology decisions every day To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. www.forrester.com

Wolfgang Maasberg

Wolfgang Maasberg, Senior Vice President of Field Operations & Services, Turn

Wolfgang Maasberg brings to Turn extensive enterprise software sales and account management experience. He is a lifelong sales professional with a deep background in marketing optimization technology and a significant track record building SaaS busineses.

Wolfgang was formerly CEO of Lyris, a publicly traded marketing automation platform company with more than 5,000 global customers. Prior to that, he was senior vice president of sales at Omniture, and held senior sales positions with Coremetrics, Fit Interactive Technologies and Dell.

Turn provides two real-time marketing applications:. Audience Suite, an enterprise data management platform, and Campaign Suite, a digital media buying platform for video, mobile, social, and display advertising Turn works with the world's top brands, agencies and trading desks including Aegis, AT & T, Chrysler, Experian, IPG / Mediabrands, OMG, Sojern and Vivaki. Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners. www.turn.com

Rodney Mayers

Rodney Mayers, Chief Revenue Officer, Proximic

Rodney is an experienced media and business development professional with over 15 years of extensive knowledge in both traditional and digital media. Before joining Proximic he was the COO of Adify and was instrumental in the acquisition of Adify by Cox. Prior to joining Adify, Rodney held senior executive positions in Business Development, Strategy and M & A at Cox Enterprises in Atlanta, Georgia. His digital life began at Prodigy Communications in White Plains, NY. Rodney holds an MBA from Kellogg and BA in Economics from Syracuse University.

Proximic helps media traders grow revenues through improved online ad placements by supporting their transactional decision-making with real-time page-level contextual, brand protection, and audience interest data. Proximic provides the most complete, fresh, and transparent real-time assessment of value-impacting data, such as a web page's content, its appropriateness for specific advertisers, and its visitors' interests. www.proximic.com

Shinobu Ohyama

Shinobu Ohyama, Executive Editor, Japan, WIRE EXCHANGE (MC and Moderator)

Shinobu Ohyama localized the first web media specialized in data driven ad-technology and has provided the latest trends and analysis on the ad-tech industry as Executive Editor in Japan. Previously, she has also held various marketing, product management and consultation positions for leading companies in online marketing field including ValueCommerce and Omniture / Adobe. She is a frequent speaker and contributing author concerning online marketing. She is also the author of "Online Marketing & Internet Advertising Handbook.

ExchangeWire tracks data-driven display, media buying trends and the ad tech space in the EMEA, APAC and LATAM regions. Delving deep into the business of automated media trading and the technology that underpins it across multi-channels (online display, video, mobile and social), the site aims to keep readers up to date on all the latest news and developments. www.exchangewire.com

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