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The MITX Data Summit will explore the ever-changing landscape of the latest data strategies for marketers. How do you balance the art and science of data and creativity? This full-day summit will bring together top minds in the industry to share proven best practices for business success.

MITX DATA SUMMIT

JUNE 2, 2016

8:00 - 9:00 AM

Registration, Breakfast & Networking

9:00 - 9:15 AM

Welcome Remarks

Amy Quigley (@amyquigley), President, MITX

9:15 - 10:00 AM

HOW BIG DATA IS TRANSFORMING OUR BUSINESSES & OUR LIVES

Deborah Berebichez (@debbiebere), Television Personality, Chief Data Scientist, Physicist, Educator & Entrepreneur

The things in our lives have started to talk to us, helping us make each day a little better, from the watch that monitors our health to the car that drives itself. This interconnected world (IoT) offers exciting business opportunities and some unique challenges regarding privacy and security. Now that brands are collecting data not only from consumers, but also from things themselves, many organizations are hiring Data Scientists to manage this influx of data; but what is data science? And how can marketers and business leaders leverage data scientists to become data-driven organizations?

Deborah Berebichez joins the Data Summit to share insights on the science of data and how it's applied across different fields for business impact; how big data is transforming our lives; and the new possibilities for both personal and business growth that the Internet of Things is bringing us.

10:00 - 10:45 AM

STORIES FROM THE TRENCHES: BUILDING A DATA-DRIVEN ORGANIZATION 

Jess Gelman, VP of Customer Marketing & Strategy, New England Patriots
Dan Goldstein, Global Head of Brand Analytics, Reebok
Moderator: Mark Gerner, Chief Economist, Booz Allen Hamilton

Most of us understand at this point that major investments are warranted in securing technology tools that work together to tell a cohesive story by connect disparate data sources in a way that is then actionable. There’s a lot of chatter about the collection of data, however the operational challenges of bringing this integration to life is something most brands are struggling with.

The reality is that most brands don’t have the right resources and depth of knowledge to utilize big data in the way they want to. We see some success in pockets, but different groups within an organization often have different systems. This is because the majority of companies haven’t approached the need to be more data-driven from the top-down. Rather, it has been bottom-up, and finding a remedy is expensive and messy. This will continue to be a challenge as more and more groups invest in technology that could fall under the data umbrella.

Trying to accomplish this task in a fiscally feasible way often means bringing in a consultant. But what happens when your digital transformation consultant leaves? There are hundreds of things that impact those of us in the trenches day to day: From political minefields to turf wars, and more. In this session, you’ll hear from practitioners that were tasked with making this transformation.

•Who should have umbrella oversight within the organization?

•How do you handle change management?

•How do you transition from being driven by other things (creative, etc.) to being a data literate and data aware organization?

•How do you make data more than just an interesting insights to become a useful tool in the organization?

•What has driven culture change for people that might be sitting on great tools but struggling to see impact on the ground?

10:45 AM - 11:00 AM

Networking Break

11:00 AM - 11:30 PM

"MONEYBALL" FOR HOLLYWOOD

Matthew Marolda, Chief Analytics Officer, Legendary Entertainment

Matt Marolda, Chief Analytics Officer for the California-based movie studio Legendary Entertainment, is charged with making sure that when Legendary releases a $100 million film like “Warcraft,” or the now-in-theaters baseball documentary “Fastball,” it gets the most bang for every marketing dollar it spends. 

But Marolda’s 50-person “applied analytics” team in Boston, which until now has maintained an extremely low profile, does much more than that. It also advises Legendary on which movies it should make, which actors to cast, and when to release the finished product. (Legendary, headquartered in Burbank, also produces TV shows, comic books, and YouTube content.) 

When it comes to building databases about what consumers are interested in and leveraging them to run its business more intelligently, Legendary is one of the few studios doing a lot. And while companies like Legendary and Netflix have been setting the pace for how Hollywood uses data to try to make more hits and get more people to see them, this kind of intensive analytical work is something every business is trying to get better at. It’s why “big data” and “predictive analytics” have become such big buzzwords. 

In this session, Matt will discuss how he uses predictive analytics to help his company succeed. He will also share stories from the trenches of building a data-driven organization – the operational challenges of connecting disparate data sources in a way that is actionable.

11:30 AM - 12:30 PM

ATTRIBUTION: CHASING THE MISSING LINK BETWEEN ONLINE & OFFLINE

Michael Finnerty, Senior Director of Marketing Services, Neustar
Jeff Greenfield
(@jeffgreenfield), COO & Co-Founder, C3 Metrics
Omer Jilani (@ojilani), VP, Brand Partnerships, AdTheorent
Ted Moon, President/Founder, Pathfinder Interactive
Moderator: Leon Barsoumian (@leonbarsoumian), SVP/Group Director, Marketing Analytics & Data Consulting, Havas Media 

Are marketers able to make sense of the symbiotic relationship between online & offline – and is cross-device attribution still the elusive white buffalo? Many advertisers are still using last-touch attribution modeling, rather than multi-touch attribution. How are people working with CRM data and POS systems to tie digital advertising to actual in-store sales? This session will leave you feeling empowered and knowledgeable about how you can follow the user and feel confident about the effectiveness of your advertising dollars. 

12:30 PM - 1:30 PM

 Lunch & Networking

1:30 PM - 2:00 PM

TAP A TREND: THE SIMPLE SCIENCE BEHIND MEGA SUCCESS

Andrew Davis (@DrewDavisHere), Bestselling Author & Keynote Speaker; Founder, Monumental Shift

It turns out that the secret to driving exponential growth in the online world isn’t so secret. We’re just looking for it in the wrong places. Instead of using the data generated by our own platforms there’s one free tool that can help you be ten times more successful tomorrow than you are today. That tool is Google Trends.

In this action-packed, 30-minute session best-selling author and Google Trends prodigy Andrew Davis, will help you master the most underutilized marketing tool on the planet.

Learn how clever companies trade-in the hopes of a viral sensation for the certainty of sales success. Create your own predictive models based on external forces in the market. Learn how to manipulate the demand for the products and services you sell.

Are you ready to tap a trend or create a movement?

2:00 PM - 3:00 PM

WHY EVERYONE IS TALKING SECOND-PARTY DATA

Steve Ustaris (@owneriq), CMO, ownerIQ
Karen Kokiko, Senior Product Marketing Manager, Oracle Data Management Platform
JR Crosby, Director, Strategy & Investment, Xaxis 
Matt Gorman, Director of eCommerce & Strategy, Canon
Marie Knight Joshi
, Business Development, Digital Marketing, Adobe 
Moderator: Susan Bidel, Senior Analyst, Forrester Research

Second-party data has arrived. Transparent data sharing at scale…it’s happening now, and your competitors are already using it. If you’re not sure what it is, or what’s so special about it, you’re falling behind – fast. The concept is simple: second-party data is another marketer’s, brand’s or publisher’s first-party data.  Today’s solutions provide marketers and agencies with the tech and services infrastructure necessary to easily access and activate this rich pool of data at scale. Imagine targeting a consumer segment for your branding campaign with 100% data transparency and accuracy. Envision creating a shared data marketplace with your trusted channel or retail partners. Picture prospecting against another brand’s audience that you always believed shared similar interests and lifestyle attributes with your customers. This is all possible, and it is happening now. 

This year, 60% of senior -level marketers are reporting that they will be increasing their investment in second-party data. Those in-the-know are joining forces to help you get up to speed by exposing the keys to successful data sharing strategies. This panel of experts in second-party data discuss how they transparently share data for greater accuracy at scale and gain access to more relevant audience data.Consumer brands, retailers, and marketers are already working together to achieve their goals in this intricate marketing environment.Learn to navigate through the challenges and the opportunities that all sides face, and how you can achieve actionable results today with second-party data sharing. Uncover how retailers and brands are using this valuable data set, including how marketers with no relationship to one another are creating unique partnerships to prospect better. Now is your chance to hear from digital marketing pros and learn a new data strategy taking the industry by storm.

3:00 PM - 3:15 PM 

 Networking Break

3:15 PM - 4:00 PM

BEHAVIORAL SCIENCE AT DISNEY RESEARCH

Maarten Bos, Behavioral Science, Disney Research

Disney Research is an international network of research labs, with the mission to push the scientific and technological forefront of innovation at The Walt Disney Company. Disney Research combines the best of academia and industry, by doing both basic and application-driven research. Maarten Bos, a Research Scientist at the Pittsburgh lab, aims to contribute to the understanding of how individuals interact with the world, as well as develop ways to transfer and apply that knowledge. His work in the behavioral science group contemplates decision-making and ethical persuasion. Currently, the behavioral science group has a broad focus, including research in the fields of decision-making, persuasion, prosocial behavior, mood, and personality differences. This talk will explore how Disney Research fosters innovation, and will give examples of how research can inform business. 

As a marketer honing your skills in the collection, management, analysis, and utilization of data in more efficient and effective ways, this glimpse into some of the methodology and insights Disney Research uses to understand its customers will be extremely valuable. Don't miss this session!

4:00PM - 5:00 PM

 Welcome to the 2nd Party!

Schedule subject to change.

Please check back often for updates!