Departing on a trip to San Francisco’s ad:tech conference, TORSTAR Founder and CEO Tory Archbold shares the highlights from her conference schedule.

Tell us about your decision to attend ad:tech this year?
I have always believed strongly in the power of continuous learning, and never more so than in today’s ever-changing media landscape. ad:tech brings together a high calibre of participants as well as a conference focus on combining the marketing and media industry with the technology side that is driving it.

Which speakers or topics are you most looking forward to seeing?
It’s a full two days and I’m looking forward to all of it, but my top 5 would be:

Delivering Greater Shopper Experience through Smarter Conversions
As an agency we always look to deliver to our clients’ bottom line. Understanding customer behaviour is key to that. I’m really looking forward to hearing about how brands like Sephora are making the most of new technologies to measure conversions and customer behaviour both online and in-store.

Brands and Master Storytellers
This is all about the next step in the evolution of content marketing – partnerships between brands and those in entertainment. I’ve been following content marketing for some time now so this is a personal interest segment for me!

Your Data is Crap, Measure Crap Anyways
Measurement, analysis and making data-driven decisions is a necessity at Torstar. Although there’s sometimes barriers to data measurement or integrity, we need to find ways around this to ensure we can make the most informed decisions to drive success for our clients.

Beyond Millennials: Generation Z and Where they are Taking Marketing
As an agency that specialises in retail, speaking to millennials makes up a huge part of our strategic efforts. I’m looking forward to hearing insights from established players such as Microsoft, as well as newer entrants like We Heart It.

Earning the Love from Social Influencers
Working with digital influencers is becoming an increasingly important part of what we do. I’m excited to hear from speakers on both brand and technology sides about the best ways to manage and implement these relationships.

Tory is travelling with the Founder and Director of Rescu, Bahar Etminan and will be live tweeting from the ad:tech conference. Follow this journey on Twitter.