Converge: Transforming Business at the Intersection of Marketing and Technology

a management system that uses real-time analysis and mathematical models to help marketers decide how to allocate their online advertising media spend across search, display, and social to maximize return on investment (ROI).

whose main focus is on their consumer’s journey and who possess a relentless desire to understand and improve that journey from beginning to end.

state-of-the-art system that tracks how well fielders play hit balls and make throws.

“In particular, companies in the top-third of their industry in the use of data-driven decision-making were, on average, 5 percent more productive and 6 percent more profitable than their competitors.”

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

The brand grew to prominence based on word of mouth and some irreverent but small-budget campaigns.

“We can calculate hundreds of predictive attributes and leverage our spending to each channel.”

increasingly informing customer experiences for a growing list of enlightened brands, but that list isn’t as long as it should be.

percent of respondents are actually in an optimized position, and 62 percent rely solely on historic sales and customer profile data to drive segmentation and targeting activities.

all ran smoothly, as did the other 200,000 or so apps that share the Google platform and serve more than 1.5 billion views