Marketers are now relying on data-driven campaigns to meet client goals better and reach their target market more effectively. A study by CMO Survey found that companies plan to shift marketing budgets and put more resources toward analytics. Over the next three years, the study notes, the percentage of marketing budgets allocated to analytics will triple -  from 5.8 percent to 17.3 percent; at the same time, only 1.9 percent of marketing leaders said they have the right talent to leverage marketing analytics. On the other hand, if an advertiser wants to get through to a consumer, that message must be compelling and make a connection. If it can be a more personal connection, the chances of a consumer reacting to it are greatly increased. However, are we still looking for the perfect headline for the ad? Or are we looking to serve so many different versions of it and see what people click on? Or serve individualized ad creatives based on specific data about each user? All these questions and more will be tackled in a form of a debate, Artists VS Scientists.

Speakers:

Krix Berberian, Regional Creative Director, TBWA/RAAD
Khaled Abou Nader, Head of Data Science, Publicis Media
Nicholas Oliver, Founder and CEO, People.io
Weera Saad, Head of Creative Shop - MEA, Facebook
Moderator: Nadim Ghrayeb, Partner and Regional Business Director, Interesting Times