The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the prevailing themes at the recent BIA/Kelsey BRANDS.

But to reach all of those screens optimally, it’s all about informed marketing… which all starts with good data. What data is most important to track? More importantly how do you build transparent, confident and efficient data aggregation to drive campaign decisions?

A late morning panel entitled Brands Go Local with Data-Driven Marketing tackled these questions. Led by BIA/Kelsey executive in residence Maribeth Papuga, the session can be seen in full below.