Converge: Transforming Business at the Intersection of Marketing and Technology

The Right Audience recently purchased by TiVo, enables advertisers to get as specific as an individual household and craft their ad approach accordingly.

small company such as Etsy can afford the kind of computing power to process billions of page views on a regular basis that creates these kinds of experiences because of the cloud.

of a single repository of knowledge and insight.

That meant that attention was divided dramatically among all the programming, leaving TV with fewer individual programs that brought in truly mass audiences. In 1952–1953, I Love Lucy garnered a 67.3 rating, capturing

smallest differentials are in television, where time spent is 43 percent and advertising is 42 percent, and the Internet (26 percent, 22 percent). The biggest gaps are in print, which gathers 25 percent of advertising budgets despite having only 7 percent of time spent, and mobile, which has 1 percent of ad budgets and 10 percent of time spent.

The key is to remove what he calls “associative barriers” that block us from finding intersections where creativity happens. Johansson again: “A person with high associative

Moosejaw didn’t have the big integration problems that came from hooking up separate POS, customer service, and e-commerce systems. It’s built one commerce engine to serve a customer whether he’s on the phone, in-store, or visiting the website. Registers are Web terminals pointed at commerce engines. Customer service reps are looking at websites po

Agile works there because these kind of marketing channels are all about testing and learning and iteration.

Systems integration is one of the biggest challenges facing retailers today, but it’s likely that your IT department isn’t going to be up to taking on the challenges.