AdExchanger held their first (and hopefully annual) conference today in New York. The theme of the conference was Human Centered Automation and exploring the creativity that’s evolving data driven advertising.
The agenda was packed with dynamic, colorful speakers from various firms including Yahoo!, The New York Times, Facebook, Adobe, Microsoft Advertising, Reddit and, of course, IBM. As promised, they took us on a deep dive into how the advertising and marketing industry is evolving and as it does, the human elements – creative ideas, customer relationships and customer experiences – play a more critical role than ever.
We dove into the importance of personalization, considered the increasing convergence between the digital and physical worlds and we joined the hunt for the elusive mobile consumer and the holy grail of marketing: the data of desire.
The conference took place at The New York Historical Society. Considering my personal obsessions with data driven marketing and all things art deco, I helped create the following infographic inspired by the day’s discussions and the historical – and very “deco” – 1939 New York World’s Fair. Over 70 years ago, the iconic Trylon, Perisphere and Helicline gave fair-goers “a glimpse into tomorrow’s technology.”
Consider the following statement from the official fair pamphlet:
“The eyes of the Fair are on the future — not in the sense of peering toward the unknown nor attempting to foretell the events of tomorrow and the shape of things to come, but in the sense of presenting a new and clearer view of today in preparation for tomorrow; a view of the forces and ideas that prevail as well as the machines. These are the tools with which the World of Tomorrow must be made. Familiarity with today is the best preparation for the future.”
As I read that paragraph, I can’t help but think of how the transforming marketer works to gain insights from data, drive relevance to their audiences and reduce the time it takes to execute complex online advertising strategies as they push for higher ROI on their efforts.
And so, I invite you to step into the World of Data Driven Marketing & Advertising to experience the way tomorrow’s marketing delivers better results today:
(please click on the infographic for a larger version)
Clearly, it was an inspiring day at the conference and at the NYHS.
I was excited to play a role in helping prepare IBM to discuss how big data is the dominant resource of our time and contrast that with how CMOs find themselves drowning in that same data as they struggle to find innovative ways to effectively tap its power. Dave Laverty, Vice President of Marketing, Information Management, presented for IBM. Dave reminded us that as the profession and practice of marketing transform, the importance of creating a system of engagement has never been clearer.
You can see Dave’s AdExchanger presentation slides on Slideshare or you can watch his complete presentation on YouTube. You can also see some great quotes, slides, images and other conference bytes by searching Twitter for the hashtag #HCA12.
Stay tuned for more insights… from the future!