"Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMed...
May 2007, Austin“The Oreo Doctrine”
Transaction MarketectureMessage DistributionNegotiate, OptimizeProfitable BuyingHow Many?Math & ScienceStandardizationExcl...
2008-2012:The Left & RightBrains of DigitalMarketing
EXPERIENCEAutomated Audience BuyingAd Networks, Ad ExchangesTrading Desks, Data SourcesDemand Side Platforms (DSP)Data Man...
"Im not sure I want people toknow who I am. I find thatslightly Orwellian and I objectto it. I dont want people toknow wha...
MATH MEN MAD MENThe PositionsHave BecomeCaricatures.
The ChasmBegins toClose Today.
2013: OUR OPPORTUNITYDATA SERVINGEXPERIENCEANDCREATIONCREATIVITYINFORMEDBY DATA
DATA DRIVINGEXPERIENCEANDCREATIONCREATIVITYINFORMEDBY DATAAlastair GreenTeam OneTim SutherAcxiom
“Shift Doesn’t Just Happen…”(We’re Not Just Here to Put on a Show)A Little Focused Panel TimeTen Minute Scrum Sessionsat E...
"Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMed...
"Im not sure I want people toknow who I am. I find thatslightly Orwellian and I objectto it. I dont want people toknow wha...
Ten Minute Scrum SessionEach table comes up with 2-3 specifictactics, rules and/or best practices thatwould allow data and...
"Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMed...
Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry
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Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry

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Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry

  1. 1. "Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMedia Senior AnalystTim SutherAcxiomAlastair GreenTeam One
  2. 2. May 2007, Austin“The Oreo Doctrine”
  3. 3. Transaction MarketectureMessage DistributionNegotiate, OptimizeProfitable BuyingHow Many?Math & ScienceStandardizationExclusive, Controlled“Sell to me”Message EnhancementCollaborate, BuildProfitable ProjectsHow Powerful?Relationships & ContactsRelative ChaosInclusive, Networked“Build with me”
  4. 4. 2008-2012:The Left & RightBrains of DigitalMarketing
  5. 5. EXPERIENCEAutomated Audience BuyingAd Networks, Ad ExchangesTrading Desks, Data SourcesDemand Side Platforms (DSP)Data Management PlatformsCreative, StorytellingUnique Content ExperiencesBrand Integration, PromotionCustom Programs, Unique Ad UnitProduct Placement, SponsorshipAUDIENCEPROGRAMMATIC NATIVE“The War Between ProgrammaticBuying and Creativity”iMedia Connection, March 28, 2013
  6. 6. "Im not sure I want people toknow who I am. I find thatslightly Orwellian and I objectto it. I dont want people toknow what I drink in themorning and what I drink atnight…To those brands thatsay I understand you I sayFuck off, you dontunderstand me. Mind yourown business, I dont want tobe understood by you.”John HegartyBartle, Bogle, HegartyAdvertising WeekEurope, March 2013
  7. 7. MATH MEN MAD MENThe PositionsHave BecomeCaricatures.
  8. 8. The ChasmBegins toClose Today.
  9. 9. 2013: OUR OPPORTUNITYDATA SERVINGEXPERIENCEANDCREATIONCREATIVITYINFORMEDBY DATA
  10. 10. DATA DRIVINGEXPERIENCEANDCREATIONCREATIVITYINFORMEDBY DATAAlastair GreenTeam OneTim SutherAcxiom
  11. 11. “Shift Doesn’t Just Happen…”(We’re Not Just Here to Put on a Show)A Little Focused Panel TimeTen Minute Scrum Sessionsat Each TableInsight HarvestingClosing, Conclusions
  12. 12. "Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMedia Senior AnalystTim SutherAcxiomAlastair GreenTeam One
  13. 13. "Im not sure I want people toknow who I am. I find thatslightly Orwellian and I objectto it. I dont want people toknow what I drink in themorning and what I drink atnight…To those brands thatsay I understand you I sayFuck off, you dontunderstand me. Mind yourown business, I dont want tobe understood by you.”John HegartyBartle, Bogle, HegartyAdvertising Week Europe,March 2013
  14. 14. Ten Minute Scrum SessionEach table comes up with 2-3 specifictactics, rules and/or best practices thatwould allow data and creativity to workmore seamlessly together in yourorganization or between players.Record answers on the padprovided on your table.
  15. 15. "Mad Men, Math Men & Oreos:Spanning the Experience & ValuesGap in Our Industry”Moderated byDoug WeaverUpstream Group, iMedia Senior AnalystTim SutherAcxiomAlastair GreenTeam One

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