February 19, 2025 | Manila

David & Golyat President and DMAP leader Miko David delivered a keynote address at the University of the Philippines College of Media and Communication, engaging students and faculty in a session focused on the evolving intersection of data, content, and creative work. Titled “Conversations on the Future of Research, Content, and Creative Work,” the talk highlighted how vast datasets, social media platforms, and emerging tools like AI are reshaping communication strategies across industries. David emphasized the importance of combining qualitative insights with quantitative data to build better narratives and measure impact more effectively.

He presented techniques for organizing feedback and content using scraping platforms, sentiment mapping, and comparative analysis against competitors. Students were shown how social listening and API-based tools could uncover trends, drive creative messaging, and influence brand strategies in real time. David also addressed the role of content creators and influencer communities in shaping digital discourse, urging students to explore the structures behind online engagement. AI-powered tools such as attention heatmaps and generative content models were showcased as part of the next wave of creative enhancement.

The presentation also touched on how brands can integrate digital campaigns with physical experiences to increase resonance and performance. As president of the Digital Marketing Association of the Philippines (DMAP), David ended with an invitation for students to join the broader digital ecosystem through upcoming DMAP Academy competitions, workshops, and internship programs aimed at empowering the next generation of digital leaders.