Track 5 – Media - Sponsored by Claritas

Data Convergence: Digital Smacks Into Physical

Monday October 9th • 11:00 am - 12:00 pm • Room 217-219

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


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

Attendees of this session will also hear opening remarks from Claritas, the presenting sponsor of &THEN’s Media track. 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? Key takeaways will include:

  • Importance of applying a data-driven approach to understanding your consumers
  • How a one-size-fits-all approach isn’t right for everyone in the world of digital
  • What consumer insights are available to help you refine your view of your best opportunities in the absence of your own data

Speaker: Laura Cochran, Vice President of Innovation, Claritas

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