DMAi 2014 Convention

The future of marketing is evolving at a rapid pace. Mobile is playing an increasingly significant role, and marketers are increasingly held accountable for providing a measureable Return on Marketing Investment [ROMI]. ‘Big Data’ is now part of virtually every conversation, yet it’s not the ‘bigness’ of data that can have the greatest impact on marketing ROI, but how precise and actionable data insights can be. Tangible Key Performance Indicators (KPIs) are the new norm, but marketing efforts can be hard to link to actual consumer behaviors and actions. The ability to link these two through mobile devices and wireless networks is changing that. Mobile measurement connects people, places and things across digital and physical worlds, allowing marketers to understand not only what groups of people do, but to connect that with the context in which they do it and their response to what they engage with. Enhanced measurement and analytics capabilities have made the long-standing quest to understand true ROMI more possible than ever before. But while new models are developed every day, how many solutions really enable you to cancel out the noise and hear what your data is actually telling you? This presentation will showcase solutions for these tough questions: 1.What is my specific target audience based on actual observed behavior, so I can better predict the impact and effectiveness of my marketing investments up front? 2.Where does my target audience live, work, play, shop, browse, and how quickly can I optimize mid-flight? 3.What types of events does my target audience attend so I can validate the return and justify my sponsorship investment?