Converge: Transforming Business at the Intersection of Marketing and Technology

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.

how to harness the Web channel for revenue, marketing, and enhanced customer experiences .

In both instances, we saw how marketing, media, and technology

undifferentiated. Gary isn’t being treated like a known customer. There’s no targeted experience at his fingertips. Why?

The crafting of the story all took place in public, in real time, with fans of the brand and the genre using social media to recommend plot points and character developments or to vote on others’ plot and character suggestions.

The same is true of technology, with ceaseless innovation in the cloud, in social media, and in big data, ensuring that

You can start to look at patterns over years, over seasons, across demographics.” Hadoop, however, is not easy to use and you need a great deal of training and expertise that many companies don’t yet have. Alternatively, you can use an implementation such as Amazon EMR, which removes much of the complexity, as Etsy has done.

By combining CRM loyalty data and ad-serving behavioral data with third-party audience data, we’ve seen big data–fueled targeting implementations yield triple-digit ROI increases for multiple clients.

Microsegments are based on machine learning and clustering algorithms and can be much larger in number than traditional segments.