The ARF’s flagship event focuses on deep understanding of consumer behavior and drivers of creative excellence. The conference features ground-breaking work in the areas of path-to-purchase, creative elements and consumer segments. The best and brightest from brands, agencies, media, research companies and academia gather to steer the future of advertising. Here are brief excerpts from three featured speakers:
Maria Bartolome Winans CMO, IBM Watson Customer Engagement
While AI may seem to be futuristic to many companies, it is very much up and running at IBM Watson. Here the goal is not just to find customers, but to build their engagement. A few years ago, IBM was scaring ad agencies with AI’s potential to displace many agency functions. Now they are hoping to demonstrate how AI can augment agency functions. Judge for yourself how close AI may be for your company.
While AI may seem to be futuristic to many companies, it is very much up and running at IBM Watson. Here the goal is not just to find customers, but to build their engagement. A few years ago, IBM was scaring ad agencies with AI’s potential to displace many agency functions. Now they are hoping to demonstrate how AI can augment agency functions. Judge for yourself how close AI may be for your company.
Eric Salama Chairman & CEO, Kantar
What is the role of the ad agency in the data-driven future? As clients continue to diversify their market mix and attempt to understand customer journeys across complex pathways, many have turned to consultants whose roots are in information technology rather than communications and media. How are Kantar and WPP Group changing in response to the challenges of the data-driven future?
What is the role of the ad agency in the data-driven future? As clients continue to diversify their market mix and attempt to understand customer journeys across complex pathways, many have turned to consultants whose roots are in information technology rather than communications and media. How are Kantar and WPP Group changing in response to the challenges of the data-driven future?
Om Marwah Global Head of Behavioral Science, Walmart Labs & Sam’s Club
With access to highly detailed in-store purchase data as well as data from Walmart’s e-commerce platform, he has a great opportunity to leverage Walmart’s unparalleled online/offline views of customer journeys. How do the research units of Walmart support his data science team? What kinds of data science and research innovations would give him better visibility into his customers? What lessons will his work provide for other marketers in retail and elsewhere?
With access to highly detailed in-store purchase data as well as data from Walmart’s e-commerce platform, he has a great opportunity to leverage Walmart’s unparalleled online/offline views of customer journeys. How do the research units of Walmart support his data science team? What kinds of data science and research innovations would give him better visibility into his customers? What lessons will his work provide for other marketers in retail and elsewhere?
To register and to learn more about the conference, visit: https://thearf.org.