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Saturday, July 23 • 3:30pm - 4:30pm
Data Hoarders: Shaking Off the Data Paralysis

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One of the features that make online advertising so attractive is the ability to measure everything – impressions, clicks, engagements, completion rates, etc, resulting in a lot of data. That data should come in handy as marketers, thanks to the recent squeeze on ad budgets and consumer behaviors that change with lightning speed, come under greater pressure to account for every marketing dollar spent. But, as most marketers will attest, all that data is becoming a hindrance, not a help. Marketers are suffering from “data paralysis” – not knowing where to start or what to do with an overwhelming amount of data. 

The fundamental problem lies in the fact that many marketers think that if we get the data right, all else will fall in its place. And, in the absence of knowing what data is the “right” data, online marketers collect everything. This misses the point – data at the end of day is just a collection of standalone numbers that do not mean anything until marketers do something with this information. 

Using example case studies, this panel will focus on strategies to turn existing data points in actionable advertising strategies and explore best practices for setting up data gathering strategies that focus on actionability.

avatar for Rick Holthouse

Rick Holthouse

As the Head of Client Services - West/MidWest, Rick is responsible for managing and growing new and existing accounts in the Western and MidWestern Region. As part of his role, Rick works with clients to optimize the brand performance of their online campaigns, as well as develop... Read More →
avatar for Amit Prakash

Amit Prakash

As the Analytics lead at OMD Chicago, Amit creates analytics infrastructures and measurement processes across various clients including Intel, H&R Block, Pier 1 and the Chicago Tribune. His work has been recognized by Advertising Research Foundation (ARF) - David Ogilvy Award 2011... Read More →
avatar for Aimee Reker

Aimee Reker

Together with Partners John Grudnowski and Gary Allen, Aimee is forging a new style of digital marketing and media consultancy within bellwether agency start-up, FRWD.  Aimee joined FRWD after nearly a decade with IPG and McCann Worldgroup, where, as SVP, Global Director of Search... Read More →
avatar for Megan West

Megan West

Megan is part of the Interactive Marketing department within Global Marketing at ConAgra Foods. She  is responsible for leading digital strategy and execution for several brands, including Chef Boyardee, Hunt’s, RO*TEL, Wolf Chili, DAVID Seeds and the ConAgraFoods.com website... Read More →

Saturday July 23, 2011 3:30pm - 4:30pm CDT
Merchandise Mart, Conference Room B

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