I don’t know about you but I can’t go for a cup of coffee without someone talking to me about data and analytics. Maybe I need a new coffee shop… And it’s not just in digital media and marketing, the Economist has run two feature sections on information & data this year, it’s pervading all industries. The key is not just in acquiring the data, it’s in transforming that data to something readable, usable, actionable. Those who can achieve that in digital media & marketing are likely to be the ones who win the big budgets and the big wins going forwards.
The ad:tech 2011 CONFERENCE program will feature presentations on Data & Analytics and we’re delighted to be working with this group of local industry executives to shape and guide the content:
Andrew Eckford, Industry Analyst, Retail, Google
Christian Bartens, Managing Director, Datalicious
David Whittle, Managing Director, Mark
Jason Adessky, Head of Retail Partnerships, Qantas Frequent Flyer
Jennifer Reddington, General Manager, UsabilityOne
Have your say on the ad:tech program. Use the comments box to suggest topics and speakers that you think would add value to the program. We look forward to hearing from you.
Read about the other advisory councils:
Social Media Strategy
Creative & Brand
e-Commerce / Online Retail
Core Digital Media
Entertainment & Experience
ad:tech Sydney advisory council groups named
The topic of audience measurement has been hotly debated for many years. Whether it be the debate about how accurately a media property can measure its reach, how many people in Australia REALLY use the internet or how many people were touched by the message of a campaign. For equally as long, the evangelists of online marketing have sung the praises of the medium because it is so measureable. The challenge is that although as a medium, it is infinitely more measurable than any other medium, there is no consistency in that measurement. No common currency on which the media can be bought and sold and no universally agreed standard for counting eyeballs.
Marketing is ultimately about connecting with a group of people and communicating a message to them. Simple in essence; enormously challenging in execution. The myriad of information, options and opportunities at hand mean that you can approach the connection/communication task from a variety of angles.
I mentioned in my last post the importance of data in any truly customer centric strategy. The problem we have in digital marketing however is the sheer volume of data that we can gather. It’s easy to be obsessed with the collection of it and then become overwhelmed once we have it.