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Sunday, March 15 • 11:00am - 12:00pm
Data-Driven Strategy vs Editorial Gut Instinct

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Personal taste and intuition used to rule editorial strategy for media brands. Today, armed with live data feeds, in-depth analytics tools, and constant user feedback, content planning and brand strategy has become a sort of editorial Jenga game, carefully balancing performance and results with the pressures of an hourly news cycle and emerging trends. So what are the tensions between editorial integrity, personal taste and the need to innovate in a data-driven culture—and how do you balance them? Women’s media brands- Refinery29, Glamour, and Poshly share how they utilize data to program content—from frequency of publish and editorial franchises to overarching brand strategy—without giving up editorial instinct and risk-taking entrepreneurial spirit.

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avatar for Danica Lo

Danica Lo

Online Editor at Large, Glamour.com
Danica Lo is the Online Editor-at-Large at Glamour. She is the author of the book How Not To Look Fat and worked for more than a decade in the fashion industry as the Senior Online Fashion and Beauty Editor at Glamour, the Founding National Editor of Racked.com, a fashion columnist... Read More →

Jessica Novak

Content Strategist, Refinery29.com
Jessica Novak is the Content Strategist at Refinery29, the largest independent fashion and style website in the United States, as well as the fastest growing media company on the Inc. 500 list. She works closely with Refinery29's editorial team to build a collaborative, data-driven... Read More →
avatar for Linda Vo

Linda Vo

Analytics Mgr, Generator/Sony DADC
avatar for Elizabeth White

Elizabeth White

Head of Strategy & Business Dev, Poshly Inc
Liz White is the Head of Strategy and Business Development at Poshly, a consumer intelligence company that powers personalization tools for brands and consumers. Their proprietary platform, used by brands including L’Oreal, Time Inc and Unilever, use Poshly’s anonymous, aggregated... Read More →

Sunday March 15, 2015 11:00am - 12:00pm CDT
Hyatt Regency Austin Zilker Ballroom 1

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