Leveraging Data to Embrace the Customer Experience

OMMA’s Data Driven Marketing panel I chaired last week: “Leveraging Data to Embrace The Customer Experience http://ow.ly/hem0e 


The One True View: Leveraging Data to Embrace The Customer Experience
It is not about the channel experience anymore. Big data makes possible a holistic view of a consumer “journey,” that is bigger and more personal than simply being online, in-store, on mobile, or watching TV. That 360-degree or “one true view” of that customer can inform how messaging is crafted and timed according to the user’s path, not the platform. It demands a new understanding of a consumer “lifecycle” and data that drives marketers towards the right touch points. Our panel of marketing practitioners shares examples of how data is best being used to understand and enhance the customer experience and the challenges of creating that “one true view.”
Antony YoungCEOMindshare, N.A. @AntonyYoung
Shaina BooneVP, Marketing ScienceCritical Mass
Greg CorsoVP, Media Solutionsdunnhumby @gjcorso
Pete SteinPresident, Eastern RegionRazorfish @pstein211
Randy WatsonVP of Consulting, Digital Impact & InnovationAcxiom
Sandra ZorattiVP of Marketing, Executive Briefings and EducationRicoh @sandraz
See the video of the panel by clicking this link.

Can Madison Avenue step up to the social plate?

At MediaPost’s Online Media, Marketing and Advertising (OMMA) Global Conference yesterday, the website’s Editor-in-Chief Joe Mandese led a panel discussion about whether ad agencies are positioned to “tackle the opportunities and challenges” of social media.

At issue was whether the big guys can stave off competition of specialist agencies – something the industry failed to do during the first stages of the digital revolution which witnessed the birth of pure-play digital agencies and the created a major fragmentation in the way that clients’ marketing and advertising needs were managed.

Panel lead: Joe Mandese, Editor MediaPost

Panelists: Bant Breen (CEO, Reprise Media), Marita Scarfi (CEO, Organics), Joshua Spanier (Director of Communcations Strategy, Goodby’s Silverstein & Partners), Antony Young (CEO, Optimedia US)

Play nice!

Antony Young argued that agencies must partner to adequately navigate through the social space – whether that is with their clients or other agencies.

“Social media isn’t just this land grab that one agency ought to own. Everyone should contribute to how to expand social platforms. One important thing to not do is to say ‘this belongs in one agency’s court’. Every agency should bring a social prospective to their discipline.”

In regards to whether it is the agency’s or the brand’s role to manage the presence in social media, Young thinks clients and all their partners all have a role. “Everyone’s got to bring a social lens to their role in communications – it shouldn’t sit with one person or department.”

Click the link for the full story: