The Digital Out-of-Home Strategy Summit [1] (put together by the Digital Signage Federation) taking place Tuesday, March 28, 2017 has some strong panels, one of which is ‘Analytics: From Insights to Predictions‘ moderated by former Scala CEO Tom Nix (now doing some work advising NYC based Predict Ventures [2]).
It takes place immediately after our own editor-in-chief’s lunchtime panel session from 14:00 to 14:50.
As we see it, place-based or (better still) digital out-of-home advertising and shopper engagement from digital displays is experiencing a long-awaited industry breakout as it becomes the vital component for brands and retailers creating powerful proximity marketing strategies.
Tom Nix told us that in this panel session he hoped that the audience would learn how companies implement measurement techniques and programmatic tools that can make workflow more efficient and that will help build a foundational business case for investment in Digital Signage and Digital Experiential.
The panelists are; Susan Danaher, Head of Advertising Sales and Marketing, TouchTunes Interactive Networks; Kym Frank, President, Geopath and Dan Levi, EVP, Chief Marketing Officer, Clear Channel Outdoor Americas and they and will explore questions such as: –
- How does your data practice drive the business case for investment into digital signage or digital experiences?
- What types of data do Brand Marketers or Retailers expect as “table stakes.”
- What data or insight becomes the most valuable and why?
- Besides getting to know and measuring your audience, what other factors would you want to measure at “the edge”?
- What type of location data should you think of capturing or measuring?
- How big is the retargeting opportunity in Retail and Out of Home?
- Share some of your attribution challenges?
- What are some of the best practices for a comprehensive approach to implementing analytics and insights?
- When setting out on this journey, what should you think of including in your tool box? ie. Types of Subject Matter Experts, types of sensors, third party data enrichment solutions and data sources, etc.