Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Los Angeles on April 2, 2020. The topics revolve around data collection with a cultural approach, influencer marketing, and consumer insights. 

 

For over a decade, Portada has been there to offer a space in which experts can discuss the most relevant issues of marketing and advertising. Now, for 2020 we are taking it one step further by inviting brand and agency decision-makers (members of the Portada Council System) to get directly involved in the selection of the content of each of our events.

Consequently, the brand marketers in Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Los Angeles on April 2, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives targeting the diverse U.S. consumer get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Los Angeles Keynote: Why data scientists need to be cultural experts (A media planner/buyer perspective)

In 2017, the Economist declared data, and no longer oil was the most valuable resource in the world. And even though brands and agencies now have access to tremendous amounts of data, the tricky part is how to make sense of it. For the Portada Los Angeles Keynote talk, Council System members selected the topic of data collection and the extra layer of adding a cultural filter to how that data is processed. Below are the members’ thoughts and questions around the issue.

 

I’d like to hear how data scientists are cutting data to understand audiences and behaviors at the multicultural level. It would be interesting to see how the data changes once you’ve looked at it from a cultural perspective.

Would be interested to hear from data scientists about how they layer in cultural understanding. Is it all done in algorithms or are they also making “manual” choices based on cultural nuances?
Sometimes people have the view that with enough data, you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?

How to combat bias in data, examples of how data can be interpreted in different ways by people who do not understand the culture?

I notice there is a shift where many ethnic or multicultural agencies are moving beyond population subgroups (Hispanic/Latino, Asian, etc) and shifting towards culture. So in a way, culture and being culturally relevant is the latest evolution of multicultural marketing. It would be good to hear how the rigors of data relate to culture or vice versa.

Consumer Insight Highlight Speaking Slot: What creates brand lift?

How to measure brand lift. How to understand the impact of media spend.

This seems fairly obvious, but with so many marketers choosing to focus on attribution and lower-funnel metrics, it’s important to remind ourselves that without a strong brand identity and awareness, the purchase funnel will dry up.
I am especially interested in understanding how can I lift or transform a brand’s reputation and perception online, social listening studies, setting benchmarks, improving engagement based on brand interactions that aren’t necessarily transnational, cause-related marketing and its true impact on brand love and conversion.

 

MarTech Solution Spotlight: Evolving Influencer Marketing

How do you break through the clutter in an age where people are used to influencers pitching product after product?

Which industries, type of messages or cultural moments are influencer moments and which are not?

Understanding how companies evaluate influencer marketing’s impact on their objectives. And also how they think about leveraging influencers.

As media markets are diversified to include more faces and individuals that come and represent specific communities it’d be pertinent to hear more about the process of influencer identification, vetting, and relevancy in the different markets we are trying to influence.

It would be good to understand how this has evolved and what the next platform capabilities are.

Portada Los Angeles 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of the U.S consumer and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about Portada Los Angeles on April 2, 2020 click here

 

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