How to use data to improve advertising and marketing, how to automate marketing without loosing the human touch and how to also establish a culture of analysis and optimization. This presentation will guide you through the most important trends in the field and present actionable examples that you can use in your everyday marketing. (Commented version of my talk at Webbdagarna 2015 in Stockholm) Included Cases: - British Airways #lookup - Nike+ "Outdo You in 2015" (AKQA, McBess) - AdWords Scripts / Realtime Weather Data - AdWords Scripts / Traffic Connection Data - Data driven Newsletter Campaign (Remarketing) - 3D printed AdWords Reporting (Vision Award) Design: Alessandra Angelucci