Integrated Marketing

THEME: HARNESSING DATA FOR INTEGRATED MARKETING

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. UNITED STATES POSTAL SERVICE: DATA AND DIRECT MAIL (10:00 – 11:00AM)
In this session, Dana Foster, Business Alliances Specialist – United States Postal Service will share how the USPS is transforming into a data-driven organization and the impact of data on direct mail marketing.

Speaker:
Dana Foster, Business Alliances Specialist – United States Postal Service


II. AMERICAN CANCER SOCIETY: ENDING THE YEAR WITH A BANG (11:15AM – 12:15PM)
November and December are critical months for the non-profit sector and especially the last week of the year. When most marketers are enjoying a well-earned rest as they go into the New Year, non-profit marketers are watching every post, insertion, flight, search, email and more. In this session, Daniela Campari, SVP and Head of Marketing – American Cancer Society will share how she and her team are using data to strategically drive revenue and re-position the organization as the most influential, life-saving, cancer non-profit in the world. Attendees will see how the Society along with its agencies are working together to develop best-in-class, multidisciplinary, omni-channel, data-driven marketing strategies that they can apply to their own organizations.

Speaker:
Daniela Campari, SVP and Head of Marketing – American Cancer Society


LUNCH (12:15 – 1:00PM)


III. KELLOGG'S: DATA-DRIVEN MARKETING (1:00 – 2:00PM)
In this session, Amaya Garbayo, Associate Director, Media & Experience Planning of the Kellogg Company will delve into some of their data-driven marketing initiatives and how data impacts decisions on media investment, channel selection, and targeted marketing strategy. She will also share how Kellogg Company works with their data, technology and agency partners to effectively reach their consumers.

Speaker:
Amaya Garbayo, Associate Director, Media & Experience Planning – Kellogg Company


IV. MEDIA TRANSPARENCY UPDATE FOR MARKETERS (2:00 – 2:30PM)
ANA recently issued its much-anticipated reports on media transparency. In June the investigative report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for marketers.

Speaker:
Maigari Jinkiri, Chief Revenue Officer, Ebiquity