Converge: Transforming Business at the Intersection of Marketing and Technology

The Agile organization plans on timescales from the daily to the annual and is always testing and learning, accountable to finance, and data-driven.

Now there’s new outlets that have us in a constant publishing mode. It’s about nonstop content creation where storytelling possibilities are multiplying. You can’t feed a social channel with one campaign every six months.

Seeing the creative process evolve in real time kept interest levels high throughout the campaign, which is extremely important during a product launch.

customer behavioral segments that can be derived from digital data. And

Possible alternatives to dealing with this fragmentation included public relations (PR) and direct marketing, disciplines once venerable and dismissed as “below the line” that were suddenly brought to the strategic table. And there were some new solutions such as viral, buzz, guerilla, and word-of-mouth marketing. In

McKinsey study has asserted that big data could also enable retailers to increase their operating margins by as much as 60 percent.

not only to keep customers friendly but to help manage its supply chain. Data crunching has led to improved promotions, resulting in 30 percent fewer gaps on store shelves. Predicting weather and understanding how it affects consumer behavior has meant £6 million less of food wastage in the summer, £50 million less worth of stock in warehouses, and

use the data and technology to confirm your tactics against those goals.

many key services that govern application behavior no longer have to be coded; instead, they can simply be configured as part of deployment.”

This study found an average five-year return on investment of 626 percent and received $2.5 million per application in benefit. And this was not just for startups. The study was based on interviews with companies and institutions such as Samsung, Fox, Netflix, and the U.S. Tennis Association. Total cost of ownership savings included development and