The event was part of the MAA's Agency of the Future programme, which aims to equip agencies with the tools they need to survive and thrive in the years to come.
Ashley Kenerson, head of data, DigitasLBi, said: "Effectiveness is, most effectively, achieving your goals without any extra wastage.
"So, quite often we see that there is wastage across channels or across platforms and so we try as much as possible to use data to eliminate all of that wastage."
The event was held at SapientNitro and others present included Richard Lawson, managing partner, head of account management, BBH and Simon Michaelides, executive board marketing director, UKTV.
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