Driving creativity with marketing analytics is theme for annual Interaction Conference


Three words often thought to stifle creativity are “numbers,” “data” and “analytics.” But if marketing is creativity in action, analytics is the fuel. To drive that idea home, the Taylor Institute for Direct Marketing at The University of Akron is hosting Interaction 2020 with a focus on the use of analytics and customer data to drive creativity and innovation.

Interaction is an annual conference that explores important topics in the field of marketing for members of the UA community and national and international marketing professionals alike. Interaction 2020 will take place on Friday, March 13, from 11:30 a.m. to 4:30 p.m. at the Gary L. and Karen S. Taylor Institute for Direct Marketing, located on the fifth floor of the Polsky Building at 225 S. Main St.

Interaction-2020 logo

In settling on this year’s conference theme and its relevance to future careers of UA students, Jacob Farrar, director of the Taylor Institute, cites McKinsey & Company (2018) research as inspiration. He said the report noted that “companies that are looking to integrate the disciplines of data and creativity are shifting their hiring strategy to find ‘whole-brained talent,’ who showcase both left- and right-brained capabilities.”

Farrar remarks, “Through analytics, marketers now have rapid and thorough insight into the often-changing needs, wants, and behaviors of customers, driving both creativity and innovation.”

With that vision in mind, the Taylor Institute has invited leaders in the field to speak. This year’s confirmed speakers are: 

  • Vinnie Fisher, CEO and co-founder of Fully Accountable;
  • Ellie Ovsenik, director of digital marketing and advertising at the Rock and Roll Hall of Fame and Museum;
  • Tina Meyer-Hawkes, vice president of marketing at the J.M. Smucker Company;
  • Jonathan Pogact, vice president of marketing at Drips; and
  • Raphael Rivilla, a partner in media and analytics at Marcus Thomas.

In addition to hearing from presenters and opportunities for team building, Interaction 2020 will offer UA students and marketers the chance to meet, engage and learn from one another.

The theme is resonating with local marketers and only a few seats are left. Interaction 2020 is open to the public; the cost of attendance is free for UA students and faculty, $40 for a single registration, $105 for a three-person team registration and $300 for sponsorships, which includes registration for five. Proceeds from this event will be used to fund the Taylor Institute scholarships. Register online at Interaction 2020.

Media contact: Lisa Craig, 330-972-7429 or lmc91@uakron.edu.