We recently headed up to Los Angeles to attend OMMA LA, a two-day event offering the most comprehensive insight into the art and science of digital advertising.
Cuker CEO and Chief Creative Officer Aaron Cuker was joined onstage by Jessica Hawthorne-Castro, CEO at Hawthorne Direct; Heidi Froseth, EVP/GM National Retail Leader at Catapult; Lung Huang, Head of Strategic Partnerships at 84.51 Degrees; and Kelly Schoeffel, Co-Head of Strategy & Group Strategy Director at 72andSunny.
In the panel titled “Data and Mortar: The Digital Art and ROI of the Retail Sale,” the panelists explored the ongoing challenges faced by brick and mortar retail shops and the online strategies brands could leverage to drive offline sales.
On the topic of targeted audiences, Aaron shared his thoughts on the importance of understanding consumer intent. “I see this as the next big opportunity. The older way of targeting involves looking at audiences and targeting by demographic, but the new age way of doing this is to look at actions over profile.”
In addition, the panel also discussed how retailers have struggled navigating the landscape of consumer data. According to Lung, “we all have data, we just need more data insights. That’s the challenge for all of us.”
We would like to thank OMMA LA for putting together a great panel and our fellow panelists who contributed their knowledge and insights into the discussion.
In case you missed it, you can watch the entire panel discussion here.
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