Southwest Michigan First – an organization focused on economic development for the greater Kalamazoo area – hosted a Lunch & Learn featuring leaders from Spectrum Reach and LEAD Marketing Agency on the ever-changing digital landscape. The discussion was open for local small to mid-sized business owners, ad agencies, and marketing consultants to discuss the importance of using data in advertising. The panel of experts included Ben Van Horn, Digital Director at Spectrum Reach from Austin, TX, Megan McGowan, Senior Manager of Digital Sales at Spectrum Reach from Milkwaukee, WI, and Matt Tiedgen, Vice President and owner of LEAD Marketing Agency from Grand Rapids, MI.
The panel navigated how to make sense of the many digital channels available and best practices in using each channel’s data. Van Horn and McGowan responded from the point of view of their company – the digital advertising arm of Charter Communications. Tiedgen provided insight from the independent and object side of an agency, stressing the importance of goal-setting and targeting when determining tactics.
