The Digital Hollywood Experience

Watch Videos From Digital Hollywood

Monday, January 5th, 2015

2:15 - 3:15 PM

Track II- DH5 - Digital Hollywood

Location: LVCC, North Hall, Room N262

Big Data Revolution for Digital Marketing

It’s all about seeing the big picture. With multimillion dollar investments by TV networks, studios, games and the scalable Web in the balance, real-time data from the cloud is not only relevant, it is the critical element in decision making.

Nelson Freitas, Chief of Strategy, Wunderman New York

Richard S Maraschi, Global Solutions Leader, Big Data & Analytics IBM

Cory Treffiletti. Vice President of Strategy, Oracle Marketing Cloud

Wes Nichols, Co-founder and CEO, MarketShare

Chris Wareham, Senior Director of Product Management, Adobe Analytics Platform, Digital Marketing, Adobe

Larry Allen, SVP, Business Development & Global Platform Sales, Xaxis

Rob Gabel, CEO, Tubular Labs, Moderator

Wes Nichols, Co-Founder, CEO, MarketShare :  Wes Nichols is an industry authority in predictive analytics, marketing optimization, attribution and cross-channel measurement, creating solutions for Fortune 500 Chief Marketing Officers for over two decades. His focus is on helping marketers successfully marry art and science to drive business results, definitively quantifying these impacts on shareholder value and finance.  Wes is the author of the March 2013 cover story of Harvard Business Review, which speaks about next-generation analytics to support the decision-making of senior executives. Wes is co-founder and CEO of MarketShare, the leading analytics company that helps companies grow revenue more efficiently by quantifying what is really driving demand. Uniquely combining science, technology and expertise, MarketShare’s analytics

and software-as-a-service solutions are used by global CMOs to drive resource allocation decisions and marketing investments. MarketShare’s technology has directed the investment of over $100 billion in marketing over the past several years. MarketShare is pushing the boundaries on the use of big data and cloud computing to deliver faster and better value to customers, including half of the Fortune 50 companies.  With industry luminaries like academic leader Dr. Dominique Hanssens, former P&G CMO Jim Stengel, Visa and Schwab CMO Becky Saeger, Facebook executive Gokul Rajaram, tech innovator Ted Meisel and others, MarketShare is matching marketing and media deployment with how today’s consumer is actually using new technology, including search, display and social media.  MarketShare is backed by Elevation Partners, FTV Capital, and Silver Lake, the world’s largest technology investor.  Prior to starting MarketShare, Wes was with Omnicom Group (NYSE: OMC) as President and CEO of TEQUILA\, one of the world’s largest digital agency networks, working with Nissan, Sony, Pfizer, Adidas, and other brands. Prior, he was the founder and CEO of Direct Partners, building from scratch one of the industry’s first digital agencies, with offices in three countries and over $400 million in billings, which was acquired by Omnicom Group. Clients included EarthLink, Pfizer, Nissan, DIRECTV, and Disney.  Wes is on Wharton's Future of Advertising Global Advisory Board, an organization focused on marketing accountability standards and practices, a member of the Board of Directors of BJ’s Restaurants (NASDAQ: BJRI), and a Trustee of Randolph-Macon College.  An active Young Presidents Organization (YPO) member, Wes graduated from Randolph-Macon College and The Johns Hopkins University, with degrees in Psychology and Business, respectively.

Nelson Freitas, Chief of Strategy, Wunderman New York:  Nelson Freitas is a matchmaker for the brand and the consumer.  For nearly two decades, he’s done it for a diverse range of Fortune 500 brands, such as Procter & Gamble, Adidas, Coca-Cola and Roche, through strategies that have achieved results. By listening intently to the marketplace, Nelson builds strategic frameworks for brands that make them stand out today—and tomorrow.   At Wunderman New York, Nelson pairs his skills with our creative and analytic teams to deliver campaigns that spur action and lead to loyalty. Together, they look to build exciting opportunities for the consumer to connect to the brand (maybe even fall in love with the brand).  Before arriving at Wunderman, Nelson was Chief Strategy Officer for Creative Realities. Prior to that, he was the founder/owner of Clear Skies Ahead, a strategy and insight shop, where he set client partners on a winning path. He earned his agency pedigree at Ogilvy, Chiat\Day and Saatchi & Saatchi.  As well as being a winner of numerous Effie Awards, Nelson has served as a judge of the Effie Awards. He’s also served as a judge of the 4A’s Jay Chiat Awards for Strategic Planning. Nelson has also taught at Columbia University in the Graduate Communications Program.

Chris Wareham, Senior Director of Product Management, Adobe Analytics Platform, Digital Marketing, Adobe:  While his career was jumpstarted by his Arabic skills, it was ultimately his interest in the intersection of business and technology that propelled Chris Wareham to be a driving force in Adobe’s digital marketing efforts. As director of product management for Adobe’s Analytics Platform, Chris Wareham directs the team responsible for the strategy and innovation that support the growth of the massive data behind Adobe Marketing Cloud. The Marketing Cloud allows marketers to increase ROI from digital marketing programs by delivering actionable, real-time data and insights that drive successful online initiatives. Wareham is proud of the leadership role Adobe has achieved in the digital marketing space in a short three years. Words like ROI, optimization, big data, predictive analytics and targeting keep him busy during the day and fill his dreams at night.  Wareham is experienced in many aspects of high-tech software development.  After 10 years delivering solutions for CIOs, he left IBM in 2008 to join the Omniture team in order to deliver solutions to CMOs.  Omniture was later acquired by Adobe in October of 2009.  Wareham is now in his 16th year of working in high tech, where he has served in a variety of roles including positions within corporate development, product management, project management and solutions engineering. Wareham started his career with the US Army where he was a squad leader in electronic warfare signals intelligence, as well as an Arabic linguist.  Wareham earned a dual bachelor’s degree in organizational communications and anthropology from the University of Kansas. He also was the class salutatorian at the Defense Language Institute in Monterey, California where he studied Arabic.  Wareham is a member of the Pragmatic Marketing Association, Web Analytics Professionals and the Defense Language Institute Alumni.

Cory Treffiletti, Vice President of Strategy, Oracle Marketing Cloud:  Cory Treffiletti has been a thought leader, executive and business driver in the digital media landscape since 1994.  Cory is currently Vice President of Strategy for the Oracle Marketing Cloud, following the acquisition of BlueKai and his previous role as SVP of Marketing.   Cory has authored a weekly column on digital media, advertising and marketing since 2000 for MediaPost's Online Spin.  Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies.  Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F.   In the start-up media space, Cory’s experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network.  Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of "Internet Ad Pioneers" (available on Amazon.com).

Richard Maraschi leads IBM’s global strategy and solution development efforts for Big Data & Analytics for the media & entertainment industry, developing solutions for and advising clients and internal IBM teams on how best to apply IBM’s vast Big Data & Business Analytics portfolio.  He has particular expertise in developing and deploying customer profiling, engagement/churn, demand forecasting, customer targeting, and marketing campaign optimization capabilities.  Prior to this role, Maraschi was an associate partner in IBM’s Digital Media Consulting Practice where he advised customers in the areas of information management & advanced analytics. Prior to joining IBM, he held several executive and management roles including: vice president, product management at Ascent Media Group (A Liberty Media Company); director, product management, games at Yahoo; worldwide product marketing manager, Hewlett-Packard Digital Entertainment; and director of new product development at Sony Corp.  Maraschi earned a bachelor’s degree in engineering from New Jersey Institute of Technology and a master’s in Business Administration from Cornell University.  He is currently resides in Los Angeles where he is pursuing a Masters of Data Science at the University of Southern California.

Larry Allen is SVP, Business Development & Global Platform Sales for Xaxis. He has responsibility for overseeing solutions for publishers including Xaxis for Publishers, Xaxis Exchange, and Xaxis Marketplace globally.  Larry has extensive experience in digital media, marketing, and business strategy unmatched by most standards. Prior to joining 24/7 Media (which merged with Xaxis in 2014), he held senior management positions at cutting-edge digital media companies such as AOL, Viewpoint, Unicast, Yieldex, Real Media, and TACODA.  Larry also ran his own consulting business where he advised many major media companies such as The New York Times, Meredith, 33Across, and Business Insider. He is a frequent contributor to a number of trade publications, blogs, and industry conferences.  A graduate of Clarion University of Pennsylvania with a degree in Business Management, Larry is based in Xaxis' headquarters in New York City.

Rob Gabel, Founder and CEO, Tubular Labs:  Rob Gabel is the Founder and CEO of Tubular Labs, the leading online video intelligence and marketing company that helps creators, brands and agencies grow and engage their online video audience. Building Tubular Labs unites two of Gabel's passions – online video and online marketing.  Gabel became fascinated with the promise and power of online video while serving as senior vice president of advertising performance at Machinima and broadened his online video experience by consulting for YouTube-centric media companies DanceOn and AwesomenessTV.  As a marketing leader at LowerMyBills, Inadco and Netflix, Rob used sophisticated marketing analytics and software to deliver ROI against online marketing budgets of up to $100 million per year.  Gabel earned his M.B.A. from the Stanford University Graduate School of Business and graduated Magna Cum Laude from The Honors College at the University of Houston with a B.S. in Chemical Engineering. He lives in Los Gatos, CA with his family and is a fan of YouTube science clips and Netflix dramas.