Track 1 - How Data Drives Business Outcomes: The C-Suite in Alignment

Smackdown: Agency vs. Consultancy (Who Should You Trust as Your Data Advisor?)

Tuesday October 10th • 10:45 am - 11:45 am

Not so very long ago a marketer's most trusted partner was the AOR. Today management consultancies like Accenture, IBM and Deloitte are moving into marketing from elsewhere in the C-Suite while marketing/advertising technology companies like Salesforce, Oracle and SAP are coming at the agencies from the other side. So how does the savvy marketer choose the right strategic partner for her data needs?

Key learnings in this session will include:

  • The pros and cons of the agency vs. consultancy model for marketing data management
  • The questions to ask potential strategic data partners
  • A live vetting of agency vs. consultancy data capabilities by leading brand marketers

Who should attend? Senior executives and stakeholders focused on the business impact of data on the organization. Examples: CMOs, CTOs, CPOs, business consultants, analysts, journalists and lobbyists.