Highlights from the Marketing Science Summit


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Jim Weiss, founder and CEO of W2O, kicked off the day discussing the importance of following the data to get to the right outcome. Paulo Simas, W2O chief creative officer, reminded the group that for considered purchases like healthcare, it’s not about the ad, “but what the story is telling you over time.”

Highlights of the full-day forum include:

  • Can Data Really Inspire Creative Strategy? Learn why the answer was a resounding “yes,” from experts from Saatchi & Saatchi Wellness and W2O.
  • Attribution Modeling in a Multi-Device World. This presentation featured Pandora’s director of  advertising science, who showcased how the “largest radio network” interpreted data differently to better predict advertising and marketing outcomes.
  • Employing a Data-Driven Approach to Maximize Marketing Investment. A trio of experts offered tips to a successful campaign, agreeing it’s a team get.
  • Living Case Studies: Translating Insights into Actions. It’s all about listening, especially social listening.
  • Data, Linguistics, & AI: Understanding the Globe at Scale: “You’re global whether you know it or not, and by thinking more globally, you can do better locally,”  was just one of the learnings offered Jaime Punishill of Lionbridge Technologies.

Couldn’t make it to the event in person? Download to see what you missed!

In early October, top executives from both the pharma and non-health industries gathered at W2O’s inaugural Marketing Science Summit, held in Soho in New York City, in a lively exchange of ideas on the use of data to market products and services.

W2O’s missive: to challenge its healthcare and pharma clients to incorporate digital communications best practices in their marketing campaigns.

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