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Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

Data/AI Driven vs. Story-Driven: Creating Modern Marketing Alchemy in the Digital Era

Sean Tracey  (Creative Director , Sean Tracey Associates)

Shannon Farrelly  (Director, Communications & Media Relations, Massachusetts Institute of Technology Global Programs)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: Analytics & Data

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Data-driven, ROI-rooted, automated, real-time, inbound, optimized, keywords, placement, past performance-based, CTR/CPS, consumer behavior strategies…these are the buzz words and terms we hear at every marketing conference and in our office halls and meeting rooms. Now, more than ever, marketers must understand and apply complex analytics to their business goals and priorities. The reality of resources and skill-sets, however, means marketers must often choose between data-driven/AI strategies and more traditional storytelling approaches, or at best, are unclear on how the two work together.

Can data-driven & AI strategies and authentic emotional brand storytelling strategically and cost-effectively co-exist to drive results?

In this timely, thought-provoking seminar, Sean Tracey, President and Creative Director of Sean Tracey Associates, along with client and colleague, Shannon Farrelly, Director of Communications & Media Relations at the Massachusetts Institute of Technology (and former Multimedia Communications Manager for WellPoint Health Networks, Inc.), will help attendees understand how they apply what often appears to be two conflicting modalities into a strategic symphony. Using MIT U.S. and global campaigns, and other national health care case studies, these two marketing and creative experts will explore the benefits of utilizing both data and storytelling to meet all aspects of your marketing goals, and how optimizing compelling messaging with data and AI drives a tactical approach with increased audience engagement and loyalty.


  • Effective integration of data-driven and story-driven strategies, and how to value both marketing techniques and trends, uniquely and collectively.
  • Identification and implementation of effective channels and methodologies rooted in research and data to support your organization's brand priorities and goals.
  • Leveraging both performance reporting and storytelling tactics to serve the perfect, story-driven creative at the right time and place.
  • Individual and collective measurement of success when it comes to reporting on top of the funnel awareness goals to move the needle for your brand.
  • Knowing the tipping point in your marketing plan with data-driven and digital strategies— and when you've gone too far.