DMAi 2014 Convention

But the days of the big brand idea, annual master plan and leisurely TV spot shoots may be over as data and the lure of optimization change the fundamentals. A customer-centric approach to brand relationships requires not only always-on feedback loops but infrastructures designed to change course, iterate a campaign, and evolve with feedback. How is the data feed changing the role and nature of messaging? Can the analytics team really talk with the creative, and will the creatives listen? How do you build campaigns from the start that accommodate inevitable iteration and change? The session will discuss how real time, data driven marketing may turn our attention from the one “big idea” to a series of little but more effective and better targeted ones. In the process, this new sensibility could change the relationship between agency and client as well.