Data 360 12/4 – New York City

New York, NY · 12.04.18
8:30 am EST - 4:30 pm EST

Master Data-Driven Marketing with Data 360

44 percent of marketers aspire to transform their businesses into “extremely” data-driven companies by 2019, but only 9.8 percent of them would describe their organizations as “extremely” data-driven today, according to IAB’s 2018 Data-Centric Organization study. IAB’s Data 360 course teaches you the tools and best practices you need to leverage audience data and build a true, 21st century, data-centric organization.

About the Course

This in-person course addresses systems and techniques for the collection, processing, activation, and management of data for the purposes of audience targeting, campaign measurement, advertiser insights. and publisher monetization. Additionally, Data 360 includes education on the legal policies and business considerations for the use of consumer data in advertising.


•   IAB Certified Member: $199
•   Member: $299
•   Non-Member: $399

Questions? Contact [email protected]

This class counts as 8 hours of credits toward IAB Certification or Recertification status.

Cancellation Policy: Please note, class sales are non-refundable. Should you need to change your registration, a credit (good for one year) for a future course can be issued when IAB is notified 7 business days prior to the event date. Within 7 business days, you may transfer your seat to another colleague or contact.

8:30 am - 9:00 am

Arrivals and breakfast*

*breakfast, lunch and beverages will be provided

9:00 am - 10:30 am

Course Introduction & Introduction to Data Collection

Topics include: Why data matters; A brief history of data in advertising; Key trends; Dimensions of audience data; Common use cases; How the digital data economy works; Understanding the Data lifecycle; Business cases; Data as investment vs cost

10:45 am - 11:45 am

Data Collection Continued: How companies aggregate data points from all relevant channels

Topics include: The importance of quality over quantity; Driving revenue; Executing a data strategy; Evaluating data partnerships; Technical overview of data collection; Common systems and techniques

11:45 am - 12:15 pm

Introduction to Data Processing: Normalizing and storing data for multi-purpose use

Topics include: Business cases; Data in action

12:15 pm - 1:00 pm


*breakfast, lunch and beverages will be provided

1:00 pm - 1:45 pm

Data Processing Continued: Onboarding and matching, modeling and segment creation

Topics include: Technical overview of data processing; Modeling; Data freshness; ID mechanism; Onboarding and matching; Data validation

1:45 pm - 2:30 pm

Data Activation: Normalizing and storing data for multi-purpose use

Topics include: Business case; Common activation use cases; Data contracts; Taxonomies; Managing data QA

2:45 pm - 4:00 pm

Data Control: Data rights usage, legal policies, regulatory and operational considerations

Topics include: Legal counsel; Consent to data use; Privacy policies and standards; Governance and stewardship; Legal and regulatory frameworks; Data sensitivity; Risk assessment

4:00 pm - 4:30 pm

Organizational Readiness: People, process and skills needed for success in market

Ana Milicevic 1

Ana is an accomplished entrepreneur, versatile executive and digital technology innovator. As principal and co-founder of Sparrow Advisers, Ana helps marketers and C-suite executives build effective data products and operationalize data assets to drive more value in a customer-centric, cross-channel environment. A pioneer of digital data management, Ms. Milicevic was responsible for the development of the Demdex platform (now Adobe Audience Manager) from its early days through its successful integration into the Adobe Digital Marketing suite. Most recently she established Signal’s Global Strategic Consulting group and helped Fortune 500 customers adopt advanced and predictive analytics across their marketing, advertising operations, and digital content business units at SAS. Earlier in her career Ms. Milicevic held key leadership roles in media & entertainment startups in Europe and the United States. Her consulting portfolio includes executing digital initiatives in 50+ countries and advising companies on go-to-market strategies in various global markets. Ana is currently a mentor at Entrepreneurs Roundtable Accelerator (ERA), the co-chair of the New York chapter of the Digital Analytics Association, the IAB’s Data Council, and a frequent speaker on topics of big data, cross-channel marketing analytics, data management, innovation, customer experience and effective uses of customer data. She is @aexm on Twitter.

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Maja Milicevic 1

Maja has led sales, account management, and marketing teams for venture-backed, high-growth, and public companies in the US and Europe. As co-founder and principal at Sparrow Advisers, Maja helps clients tackle complex go-to-market, positioning and field enablement challenges. Her deep first-hand experience with publishers, marketers, agencies, trading desks and technology providers enables her to be be uniquely effective in structuring the right type of commercial arrangement that ensures consistent revenue growth. Prior to Sparrow, Maja was responsible for building out Federated Media/sovrn programmatic revenue lines focusing on the buy side, leading a new segment at AppNexus that focused on solving complex problems of top publishers and supply side portals. As an early member of the Demdex team, she drove the acquisition of strategic clients and accelerated the adoption of cutting-edge data management technology. After Adobe’s successful acquisition of Demdex, Maja stayed on and honed her enterprise sales chops working with Fortune 500 clients and many internal support teams to ensure the go-to-market message for Adobe’s Data Management Platform (now known as Adobe Audience Manager) was tailored to each customer’s needs. Earlier in her career Maja was the executive director of Crown Prince Alexander’s Foundation for Culture and Education where she was responsible for connecting the public and private sectors in Central and South-East Europe. Maja can often be found speaking on topics of marketing data, programmatic advertising, structuring and hiring client facing teams, cross-border business development, effective market entry strategies and ad tech industry trends.

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