Track 5 - Frankenstack: Cross-Channel Media Planning, Buying and Optimization

Data Convergence: Digital Smacks Into Physical

Monday October 9th • 11:00 am - 12:00 pm Sponsored By
Customer experience is fast overtaking price and product as a key brand differentiator. And yet creating the quintessential “omnichannel” experience as customers bounce between digital and physical research and purchase environments is far from simple. If marketers aren’t properly syncing their online and offline customer data, they don’t stand a chance of understanding -- much less optimizing -- the path to purchase. This session will delve into the strategies and systems required for success.

Key learnings in this session will include:
  • Current barriers to creating true omnichannel experiences
  • New opportunities and tactics for syncing online and offline data
  • Tips from marketers in the online-offline data trenches


PLUS: Spotlight on Claritas - What’s the New Marketing Playbook in a Cross-Channel World?

Today’s CMO must be a data scientist, digital guru, technologist, media planner and 1-to-1 marketing genius. The days of focusing on one message in one channel are over, and the need to personalize marketing and stretch budgets are even more important. In a world where there’s an abundance of tools, tech, and ways to connect with consumers, how do you capture your best consumers across all channels, measure success and refine your audience to yield the best ROI? Join Laura Cochran of Claritas, the presenting sponsor of &THEN’s Media track, as she discussed how to effectively apply measurement techniques to refine your process across all channels.

Speaker: Laura Cochran, VP, Innovation at Claritas

Who should attend? Brand marketers, media agencies and partners focused on understanding and implementing ad-tech, mar-tech and marketing cloud solutions.