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Leveraging Your Customer Data for Online Targeting and Offline Measurement

February 12, 2013 @ 2:00 pm - 3:00 pm


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Sponsored by : Yahoo/Acxiom

yahoo_logo-106px Axciom-logo-100pxThere’s a lot of noise about big data in the digital advertising space, including the value of publisher data, marketer data and third-party data, and how you bring it all together. Questions like how can you leverage your offline data to find your best prospects and customers online? How can you measure the impact that online activities have on offline results, and vice versa? And the critical question – how can you do it all while navigating the ever-changing privacy front? Join us as two of the digital ecosystem giants demonstrate how collaborative efforts between digital and direct marketers are yielding tremendous results both online and offline.


Bryan Schroeder – Senior Director, Global Advertiser Product Marketing, Yahoo!

Bryan Schroeder is senior director of global advertiser product marketing, leading a team that specializes in identifying and deploying advertising solutions that address marketers’ brand and performance objectives. These span across the areas of audience targeting, data-driven smart creatives, branded experiences, and measurement.

Previously, he was director of Partner Targeting products at Yahoo!. Schroeder was responsible for the development and launch of Audience Match, an audience targeting solution designed to help advertisers reach their offline audiences on Yahoo!. Audience Match gives advertisers the ability to target with addressability and accurately measure both the online and offline impact of campaigns.

Dana Robbins – Product Executive – Digital Data Management Strategy, Acxiom

Dana Robbins has over 20 years of experience in the marketing technology industry, and is currently the product executive for Acxiom’s digital data management strategy. With a passion for the digital data and advertising ecosystem, Dana drives Acxiom’s product strategy for developing sophisticated product lines that give marketers unprecedented flexibility, insights, and channel distribution for their data assets.

A recognized expert in the new breed of online data management platforms (DMPs), Dana helped pioneer Acxiom’s initial digital data platform in 2007, using offline audience data for online media targeting. Her tenure at Acxiom also includes multiple marketing warehouse implementations spanning telecommunications, finance, travel, and retail. Additional career highlights include 10 years of start-up experience where she led the Total eData team that created one of the industry’s first real-time name, address, and email matching systems, and led the General Health Corporation team responsible for real-time integration of medical testing results that provided instant availability of patient test results across medical platforms.

Dana’s career has spanned the data and marketing spectrum, including executive positions with Acxiom, ChoicePoint, General Health Corporation, and Total eData. Dana has bachelor’s degree in business and economics from Hendrix College, and currently resides in Conway, Arkansas.

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February 12, 2013
2:00 pm - 3:00 pm
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