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Internet.
Social.
Mobile.
These innovations are giving
us the ability to understand
and connect withcustomers
in new and exciting ways and
will drive marketing trends farinto the future.
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I.
Si.
Mbi.
These innovations are giving
us the ability to understand
and connect withcustomers
in new and exciting ways and
will drive marketing trends arinto the uture.
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re:FOCUS
Its tting, then, that The Connection Project
was the theme o the 2011 Digital CMO Summit,
during which more than 150 industry leaders
shared their success marketing to increasingly
connected customers, winning over their hearts,
minds, and wallets. And, the intimate size o the
summitattendance is by invitation onlycreated
an unparalleled opportunity to learn rom, infuence,
and connect with these executives rom topadvertisers, agencies, and media companies.
But, why Project? Because it indicates a work
in progressone that is changing and evolving as
companies navigate the new digital economy.
Knowing this, we nd
ourselves asking: w
s ms s
i s i 2012?
And, its an important question to consider now
as we begin planning and strategizing or the year
ahead. During his speech, Mark Read, CEO, WPP
Digital, presented the ollowing ve key ocuses
or marketers in 2012.
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Four:M is pii. According
to the IDC Digital Universe study, the digital
universe is growing by a actor o 44. Brands
are becoming more adept at collecting data
but this is challenging as more and more
inormation becomes available. In order to
succeed, marketers must move rom collection
to connectiontaking once-disparate data
and using tools and analysis to make theconnections that lead to greater insights and,
ultimately, more eective marketing.
Five: c i bs. Rethink marketing
and building brands by going beyond the
traditional interruptive television spot to
new ways o marketing. For example, The
Google Art Project, which allows you to view
artwork rom 17 museums around the world,
demonstrates Googles capabilities and the
wide range o products it hasand goes
beyond traditional advertising.
One:P mbi fis. By 2013, the total global units
shipped o smartphones will surpass that o
desktop and notebook PCs. Clearly consumers
preerences and habits are shitingand so
should your marketing strategies.
Two: uii si mi. Its importance will only
be amplied in 2012, as more and more
consumers interact and share inormation
online. Incredibly, one-third o all ad
impressions in the U.S. are on Facebook.
Three: cpii -mm. It is everywhere
and is growing in importance. No longer
just or buying and selling books and music
online, e-commerce is also gaining popularity
or day-to-day items, such as diapers,
as evidenced by Amazons acquisition o
Diapers.com or $500 million.
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So, how do you make these happen? How do you
stay engaged with the connected digital consumer?
How do you use data to increase your marketing
success? How do you build brand loyalty and
consumer trust through digital marketing?
Filled with valuable insights rom the marketing
leaders who are shaping our industry, this book
will answer these questions and more, helping
you to put these ocuses into practice in 2012.
Read on as the top executives rom WPP, The AOL
Hungton Post Media Group, Sprint, Jetsetter,
ESPN, Verizon, Skype, Yahoo!, and Compete share
their experiences and predictions or the uture o
digital marketing.
scott ernst, president, compete
j
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How does your session Completely Digital relate
to the Summit theme of The Connection Project?
Completely digital is the idea that or marketers to
be successul today they need to start with digital
rather than traditional media. This relates to the
broader theme o The Connection Project and howbrands can connect with consumers in a digital age.
What does the evolving digital space mean for the
future of traditional and digital marketing?
The uture or both traditional and digital marketing
will be like all changeshaving more impact in the
long run and taking longer than we imagined. For
example, the last quarter in 2010 was the astest
quarter in WPPs growth in 10 years, and it was
driven by traditional TV and the United States. So,
while as a group our strategy might be summed
up as China and the Internet, in the short term,
results are driven by TV and the resurgence o the
U.S. economy. We have to separate the shor t-term
impact rom the long-term impact, and long term
we know that traditional media will become digital,
and those that can adapt with the transormation
will survive.
Mark read, CEO, WPP Digital
The marketing world is going
to be completely digital.
Above is a graphical representation o Mark Reads session at theDigital CMO Summit. Graphic artist, Heather rom Imagethink
captured each presenters key themes and big ideas by hand, inreal-time over the course o the three day Summit.
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What advice do you have for other
digital marketers?
My advice to marketers is to be curious, experiment
and spend time with innovators, listen and observe
what consumers are really doing, and challenge
traditional thinking.
...long term we know that traditional
media will become digital, and those
that can adapt with the transormation
will survive.
About the speAker:
Mark Read is CEO o WPP Digital
and WPPs Director o Strategy;
he has also served on WPPs board
since 2006. Reads responsibilities
include developing WPPs strategy
and its relationship with key clients
and enhancing cooperation across
the Group. His primary ocus as CEO
o WPP Digital is strengthening the
Groups digital capabilities across all
WPPs operating companies, developing
its technology capabilities, and building
strong relationships with key partners
in the digital technology industry.
mArk reAd, ceo, Wpp digitAl
WAtch the interVieW
Hear more rom Mark.
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What does the evolving digital space mean
for the future of traditional and digital marketing?
One uture vision we have at Ogilvy is to star t with
a strategy that ocuses on customer advocacy
one that gets people talking about and sharing
the brands they love or care about or have beenintrigued by, and uses traditional media to spark
more o that and not be an interruptive advertising
experience. The idea that we will hit consumers
everywhere they go is over. Instead, its about how
can we use traditional media to ampliy advocacy.
What advice do you have for other
digital marketers?
I think as marketers we need to explore and then
embrace new planning strategies. And these can
be simple, new approaches that treat customers
less like channels and more like opportunities
opportunities to interact with, deliver services to,
and get them talking about the brand.
John Bell, Global Managing Director, Ogilvy
Even social media needs
brand management.
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What is the CMOs Social Media Dilemma
in 2011?
A 2009 survey ound the two top trusted sources or
product recommendations were people I know (90%)
and consumer opinions posted online (70%). Social
media is expanding the reach o peer infuence and
has a greater impact on purchase decision than paid
or traditional earned media alone.
This is a new orm o earned media and driving
marketing organizations to re-think budgets, how
they are organized, how they work with other
disciplines, and what they must budget or their
activity in social media.
CMOs will spend 6 percent o their marketing
budgets on social media promotions in 2011.
That will triple to 18 percent over next ve years
according to the Fuqua School o Business & AMA
2011 study. We are no longer talking about pet
projects or single-market experiments. Global CMOs
are trying to pivot rom a series o unconnected
experiments to actually operationalizing social
media across the enterprise.
How do you build brand loyalty and consumer
trust through digital marketing?
Building brand trust and loyalty in digital marketing
has a lot to do with listening. It is also about being
credible and reliable and periodically putting your own
agenda second, which means dont sell all the time.
About the speAker:
John Bell, Global Managing Director
at Ogilvy, developed and leads 360
Digital Infuence, the worlds largest,
award-winning network o social media
strategists, with team members in more
than 27 countries. Bell and his team
have designed integrated social media
strategy and programs or B2B and
B2C businesses as diverse as Unilever,
American Express, Dupont, LG,
and Lenovo.
WAtch the interVieW
John discusses the challenges that CMOs are acing
as brands begin to move rom experimentation into
operationalizing social media.
john bell, globAl mAnAging director, ogilVy
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What does the evolving digital space mean for
the future of traditional and digital marketing?
Increasingly advertising and marketing will be
primarily about digital. That is where the most
engagement is and where the numbers are growing.
Soon we will not be making the distinction betweentraditional and digital.
How does your brand stay engaged with
the connected digital consumer?
We are constantly responding to our users, our
commenters. I, personally, am obsessive about
responding. We have a team that treats everyone
who makes our site their home in a way that is
respectul and answers all o their questions. We
believe that is key.
arIanna huffIngton, President & Editor-in-Chie,
The AOL Hufngton Post Media Group
Sel-expression is the new entertainment.
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What does the Connection Project mean to you?
Everything in the digital world is about connection
and engagement. At The AOL Hungton Post
Media Group that is our priority: We make sure
that our content is o such quality and interest that
readers use it and want to engage with it, because
engagement is key. Its not just about consuming
content, but sharing it, passing it on, and adding to
it. Will.i.am summed it up best when he said, we
used to consume content sitting on a couch, and
now we consume it galloping it on a horse.
About the speAker:
In May 2005, Arianna Hungton,
President and Editor-in-Chie o The AOL
Hungton Post Media Group, launched
The Hungton Post, a news and blog
site that has since become one o the
most widely read and requently cited
media brands on the Internet. She is also
a nationally syndicated columnist, author
o 13 books, and co-host o two popular
radio programs, Let, Right & Center
and Both Sides Now.
Soon we will not be making the
distinction between traditional
and digital.
WAtch the interVieW
Everyone loves a good accent. Hear more
rom Arianna.
AriAnnA huffington, president And editor-in-chief, the Aol huffington post mediA group
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What does the evolving digital space mean
for the future of traditional and digital marketing?
Gone are the days o top down we are going to
tell you what your brand is. Today, it is a place
where consumers shape and own the brand. We
are moving rapidly into a place where brands haveto completely understand what the consumers
motivations are and that branding means so much
more than raising awarenessits about activation,
evangelism, and engagement.
What advice do you have for other marketers
in the digital space?
Be very ocused on the user and the quality o the
users interactions and experiences with the brand.
Force eeding messages to people is not eective. What
is eective is getting people to participate and engage,
which is how we create deep, lasting relationships.
How do you build brand loyalty and consumer
trust through digital marketing?
You gain trust in the digital world the same way you
do anywhere else in the world: Do what you say
you are going to do. Brands that consistently do thatwill always succeed.
andy SIMS, Global Director o Advertising, Skype
Branding means so much more than
raising awarenessits about activation,
evangelism, and engagement.
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What does the Connection Project mean to you?
We are entering into a new world where everyone is
fully connected at all timesand they are connected
within very large social graphs. Whats more, they
are able to connect with people at so many different
levels. For instance, maybe I send out a tweet and
I have several hundred followers (some of whom
I dont even know), its a form of communication,
and its relevant. Or, maybe, I go to TripAdvisor and
get advice on a restaurant in Mexico. I dont know
that person, but there is some degree of trust there.
These are connections that are incredibly valid and
serve a purpose when consumers go to make a
brand or purchase decision.
How do you fnd a balance in making business
decisions based on data vs. gut instinct?
There is so much data, and we all know that
great marketers rely on gut instinct as well, and to
balance those is really important. What I would say
is gut is always based on hypothesis. I believe in
a test and learn approach. Once you are actually
marketing and you start to get data that supports
your hunch, then you can optimize to continually
improve the results that you get. But at the end of
the day, we are all beholden to data, and better data
will hopefully prove right or wrong our assumptions.
About the speAker:
As the Global Director of Advertising
for Skype, Andy Sims is responsible
for developing and marketing all global
advertising products, including Skype
Click 2 Call, which turns any phone
number on the web into a click-to-call
ad, and Skype Brand Advertising,
which offers advertisers a multitude
of interactive opportunities to reach
Skype users.
WAtch the interVieW
Skype is a go-to technology for the always
connected consumer but how can marketers
take advantage of Skypes capabilities to reach
these consumers?
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What does the evolving digital space mean
for the future of traditional and digital marketing?
Marketing is about connecting with consumers,
building insights about their needs, and nding
ways to serve them. What is amazing about digital
is it changes whats possible, in ways that werentthere beore. The ability to meet the needs o and to
delight customers is magnied, by a huge degree,
by social media, technology, and mobileall o the
new tools available to customers.
What advice do you have for other marketers
in the digital space?
My advice is to ocus on authenticity. Digital means
that it is really hard to pr etend. I you have a story
and you dont believe in it or it isnt true, it gets
ound out. Whereas i you do believe it and live it
and it is genuine, then that comes through. One o
the most important things as a marketer today is to
know who you are and be about that.
drew PatterSon, CEO & Founder, Jetsetter
Marketing is about connecting with
consumers, building insights about their
needs, and nding ways to serve them.
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How do you build loyalty and trust?
I think the most important piece is to stay relevant,
to understand where your customer is coming rom,
and to address their needs. For Jetsetter, it is about
having a very specic view about what will make
great travel experiences and delivering on that.
What does The Connection Project mean to you?
The Connection Project is the theme o what we
do at Jetsetter. For us, the connection is that we
are trying to bring the people o Jetsetter to our
membership base, and we are humanizing a travel
service and online experience. So much o what
has happened in digital has been anonymous, andat Jetsetterthrough our reviews, bylines, and
personalized communicationswe are saying that
we are real people and we care about travel.
How does your brand stay engaged with the
connected digital consumer?
We communicate with our membership base on
a daily basis. We have sales that go live every
day, and part o the process is giving them ideas,
showing them places they can get away to,
suggesting what is possible, and inspiring them to
consider things they may not have thought about
beore. Having that kind o daily touch point is very
much a part o where the culture is today: Folks are
always connected and are looking or moments o
inspiration and delight.
About the speAker:
An industry pioneer, CEO and ounder
Drew Patterson brings more than a
decade o experience to Jetsetter, the
private sales site that helps leisure
travelers discover and purchase some
o the worlds best vacations.
WAtch the interVieW
Hear more rom Drew.
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What does The Connection Project mean to you?
It represents all the dierent connection points that
we, at ESPN, have with our consumers across so
many dierent platorms, and how its a challenge
and an opportunity to be able to go out and use all
o those platorms to connect with ans, and how
we learn rom research to make our decisions better
and smarter or the next campaign we do.
How does your brand stay engaged with the
connected digital consumer?
Our brand really stays engaged by learning and
doing research, and staying out in the marketplace
and listening to our ansnot just relying on how
we have done things in the past. It means ollowing
our ans through social media, listening to our
ans in ocus groups, and going out and meeting
them at events. It means really understanding how
ans connect with us, so we can then continue to
connect with them.
MoIra davIS, Vice President o Marketing, ESPN
Run toward the multiplatorm opportunity.
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What does the evolving digital space mean for the
future of traditional and digital marketing?
The uture o ESPN is really in our heritage in TV
and videoits the extension o that content beyond
TV and into the digital landscape. Its about people
consuming our video where, when, and how they
want, whether it is on a mobile device walking
around or on their iPad in a conerence. We want
them consuming what they used to have to watch
on a TV in a room, now, out and about wherever
they are.
What advice do you have for other marketers
in the digital space?
You really have to be a relentless learner, especially
in the digital landscape, where things are changing
so much aster than they ever did beore. With TV,
we could rely on data rom a year ago, and now you
have to stay ahead o the consumer, and really get
out there and understand how they are consuming
and connecting with your brand and your product
because i you dont, someone else will, and you
will lose out.
About the speAker:
Moira Davis, Vice President o Marketing
at ESPN, oversees multiple areas within
the consumer marketing division,
managing more than 40 employees
who are responsible or the ollowing
ve integrated areas: media, synergy,
an relationship marketing, customer
care, and events.
WAtch the interVieW
Hear more rom Moira on how ESPN ullls
the mission to connect with sports ans wherever
they are.
moirA dAVis, Vice president of mArketing, espn
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What does the evolving digital space mean
for the future of traditional and digital marketing?
It will require the combination o digital and traditional
media working together. In having a conversation
with a customer, it may begin in traditional media and
continue in digital, or vice versa. So we really needto have a holistic view o that conversation, and
how we interact with customers.
What tools and platforms should brands
be investing in now?
Brands should be investing in really robust analytics
tools or digital. I you dont have the capability
to know where your customers are, what they
are doing, and the behavior they are exhibiting,
it is really dicult to know how to relate to them.
The other thing is continue to be fexible and nd
technology platorms that allow you to be fexible
in the content you deliver to customers. The
combination o really good insight and analytics,
and the ability to take action on that rom a
targeting and content management perspective,
is really important.
PatrIck Mclean, Former Executive Director, Verizon
You are not believable until
someone else endorses you.
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What advice do you have for other marketers
in the digital space?
Do your homework rom a consumer insights
perspective, really understand how customers are
behaving related to your products, services, and
brandand take that insight and use it to inorm
the way you think about interacting back with them
in the digital space.
About the speAker:
As Verizon Interactives ormer Executive
Director, Patrick McLean was responsible
or interactive marketing and digital
strategy or Verizons consumer and
small business segments.
Since the Summit Pat has taken a
new role as Vice President o Digital
Marketing at Capital One.
Brands should be investing in really
robust analytics tools or digital.
WAtch the interVieW
Hear more rom Patrick {literally} in his exclusive
interview with us at the Digital CMO Summit on
our YouTube channel.
pAt mcleAn, former executiVe director, Verizon
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How does your brand stay engaged
with the connected digital consumer?
For a brand to stay engaged in the always
connected type o environment, it is important
to understand the human reaction. When you
issue personally relevant ads and content, peoplededicate a signicantly increased level o cognitive
resources to processing that. 75 percent o people
multitaskwatching TV and, at the same time,
using the internetso i you are a marketer, you
need to understand that i someone is seeing your
communication, they are not necessarily dedicating
all o their attention to understanding it.Tony
The ads have to be personally and contextually
relevant to the consumer. I they are not, you are
just putting advertisements out there that are not
connecting with people. Knowing that there are so
many dierent types o digital communication out
there, you need to make it relevant and specic
to that person or your brand to connect with him/
her.Brian
tony Marlow, Director, Strategic Insights, Yahoo!
BrIan cooPer, Vice President o Technology, TNS
Make it personally and contextually
relevant and your advertising will
be ar more eective.
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What advice do you have for other marketers
in the digital space?
Fully leverage the targeting options available. I you
are getting your communications out there, make
them personally and contextually relevant and your
advertising will be ar more eective.Tony
What does the evolving digital space mean for the
future of traditional and digital marketing?
The early prolieration o tablet devices has been
phenomenal, but what we have yet to understand
is how content needs to be tailored or the specic
device. We are only just starting to tailor across
dierent platorms. So in ve to 10 years, I think wewill have a better idea o who the consumer is and
whether he/she is on a tablet, PC, or watching via
the traditional television set.Tony
I come rom the market research side o things,
and in ve to 10 years, I dont think we will call
it research, we will call it inormation integration
or the listening ecosystem. Thats because we will
be using so many types o inormation to tell a
story as opposed to looking at the specic data
point.Brian
About the speAkers:
t M, Director, Strategic Insights
at Yahoo!, is an online research expert
with special interest not only in media
measurement generally, but also in
online advertising eectiveness research
and consumer generated media.
Bi cp, Vice President o the
Technology Sector at TNS, is an
expert in digital market research with
a wealth o experience in server side
technologies, including virtualization
and the cloud, and his experience has
always ocused on the technology space
spanning B2B and B2C markets.
WAtch the interVieW
Brian and Tony share their view on connecting
and what they really thought o the Summit.
tony mArloW, director, strAtegic insights At yAhoo!
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What does the Connection Project mean to you?
We try to take into account the evolution o our
website, how it integrates to our ofine channels
like Retail and Care and make sure we are providing
an open and dynamic platorm or our customers to
come to connect with our brand.
What advice do you have for other marketers
in the digital space?
Focus on mobile rst and then get .com in place.
I cant stress enough how important mobile is.
What does the evolving digital space mean for the
future of traditional and digital marketing?
The space is evolving dramatically. I look at mobile
as the biggest change that is happening today. I you
look at any multi-channel retailer, everyone is trying
to play in the mobile space. So i you look at mobile
advertising, GPS, and geo-targeting and integrating
that into ofine channels like retail stores, that will
be the most dramatic change over time: the idea o
connecting local, social, and mobile.
MIke cooley, Vice President o Online Channels, Sprint
Focus on mobile rst and
then get .com in place.
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briAn cooper, Vice president, tns
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How do you use data to increase your
marketing success?
The key to our online marketing success and online
transaction success is using data analytics. We look
at them and see what parts o the unnel have been
successul. We use multivariate testing to know
which advertisements are doing well and which
arentand how to switch things quickly. We use
them to make sure that when a customer gets to our
website, they are seeing the right products, and it is
personalized or them. This is critical to the success
o our advertising, and that comes out in conversion
metrics and, ultimately, sales.
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WAtch the interVieW
Hear more rom Michael in his exclusive interview.
About the speAker:
With 15 years o experience in
the wireless industry, Mike Cooley
currently serves as Vice President o
Online Channels at Sprint.com, and is
responsible or the strategic, creative,
and technical initiatives impacting the
web experiences or both current and
prospective customers.
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What does the Connection Project mean to you?
The connection project is about people. Leaders in
this space sharing their opinions on what matters
most to them.
What advice do you have for other marketers in
the digital space?
In order to improve the conversation with
consumers, you need the right tools which help you
understand consumers and how data points drive
outcomes. The challenge with such a ragmented
ecosystem is that simply partnering with a ew
o the category leaders wont create a scalable
solution. Marketers these days need to start to
understand the principles o sound product design,
technology, as well as stats and analytics in order
to be eective.
MIchael katz, CEO, interclick
With the right tools, data empowers more
intelligent business decisions beyond just
better targeting.
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What does the evolving digital space mean for the
future of traditional and digital marketing?
It means that the lines are blurring and the
denition o what is digital is continually changing.
The uture revolves around this concept, helping
to paint a more complete portrait o consumers
independent o the individual media silos.
How do you use data to increase your
marketing success?
Data is a pretty vague term so Im going to ocus on
anonymous, user-level data which helps us improve
the conversation between brands and consumers.
With the right tools, data empowers more intelligent
business decisions beyond just better targeting,
its really about proper segmentation, as well as
validation and optimization o audiences.
About the speAker:
As CEO, Michael Katz has been
responsible or overseeing the execution
o interclicks strategic vision since
the companys inception in 2006.
Michael continues to lead the company
during its tremendous growth, which
culminated in a successul public listing
on NASDAQ in late 2009. Under Katzs
direction, interclick has raised over $25
million since 2006 and was one o the
astest growing public companies in
2009, having expanded revenues 146%
year over year despite the troubling
economic environment. Today, interclick
is widely regarded as the leader in
audience intelligence and targeting.
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re:CONNECT
During this years Digital CMO Summit, many o
our speakers touched upon what The Connection
Project meant to them. So, now its our turn to tell
you what it means to us, and how we, at Compete,
are making connections.
Weve ound the best
opportunities lie in linkinginsights, investments,
and iteration.
For us, The Connection Project translates into so
much more than reaching consumers through better
media selection and targeting. To be sure, these
are parts o the ormula, but the opportunityor
requirement, depending on your industrystretches
even urther into deeper analytical and organizational
connections. Tying the wires, so to speak, between
what you can know about consumers and what
your media and agency partners can do based on
this will put you on the path to marketing that is in
sync with your customers.
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501 BoylSton Street SuIte 6101 BoSton, Ma 02116 617.933.5600 www.coMPete.coM