It seems data is on every marketer's mind lately.
A year ago here at Ad Age, we saw how important consumer data, and the industry and issues surrounding it were becoming to marketers, so we embarked on a groundbreaking area of coverage through our DataWorks section.
Today we're more focused than ever on making sense of the complex world of marketing data, and next Tuesday October 29 we'll bring it to life at our first-ever Ad Age Data Conference in New York City at Sir Stage37.
Unlike other data-related events you've read about or attended, the Ad Age Data Conference is all about the brands. We'll highlight how top brands in auto, sports and politics are using data-driven approaches to better understand their consumers, find new ones, and measure success.
Just in time for the colder weather, we'll chat with Ian Dewar, CRM and loyalty manager at The North Face. He'll share how the active apparel maker creates and segments content using Facebook data.
In addition to a riveting talk with Jamyn Edis, founder and CEO of driving data firm Dash, BMW North America's VP of Marketing Trudy Hardy will chat about how the luxury automaker uses data for creative product development.
The goal of the discussions planned for this day-long event is to highlight how marketers are using data today. What challenges are they up against? How do they evaluate the seemingly never-ending array of data sources becoming available every day? What are they doing internally to ensure key execs throughout their organizations incorporate the right data into their day-to-day work?
While social data is bound to come up as a recurring theme throughout the day, we'll go straight to the source during a presentation from Facebook's Head of Measurement Daniel Slotwiner.
And, though we aim to keep it practical, expect to have some fun, too. Even if you're not a sports fan, you're bound to get some great pointers from two upbeat afternoon sessions. Just in time for the start of basketball season, Fred Mangione, CMO and CRO of the Brooklyn Nets and Barclays Center will share insights on how data is changing the hoops business.
Next up, it's a data huddle featuring top marketing execs from The Washington Redskins, NASCAR, U.S. Tennis Association, and 2013 World Series contenders The Boston Red Sox. Expect a lively chat about how data-driven principles are informing sports organizations far beyond player stats.
Lastly, it's a cozy chat with Maureen Healy, VP global advertising and brand communications at UPS, along with Todd Cullen, global chief data officer at the firm's agency Ogilvy & Mather. We'll discuss the evolution of Ogilvy's work with UPS on its global strategy and how the shipping giant is taking a data-centric approach from launch to measurement on a series of campaigns.
See you in New York Oct. 29.