The document discusses the convergence of data, technology, and media in digital marketing. It notes that marketing needs to shift from campaign-based thinking to continuous consumer interactions and outcomes-focused metrics. It also highlights challenges like big companies trying to be "all things to all people" and a lack of data interoperability across platforms. The document recommends that companies and agencies take a consumer-centric view of data and integrate data sources to gain insights that can be turned into meaningful actions.

1. Конвергенция Данных / Измерений и Медиа Российский интернет-форум 22 апреля 2009 Ralph Folz, Global Chief Operating Officer Isobar

8. Data – Technology and Media are Colliding

9. We need to change marketing priorities Campaign-based Thinking Continuous Consumer Interactions Outputs (Reach, Frequency, “Impacts”) Outcomes (Client Business Performance metrics) Controlled “ Talking at” Organic Conversation

10. Earned Media Bought Media Own Media Time and Effect Exponentially Increases

11. Every region with one-off solutions and silos!

12. Information And it only has some of the information you need

13. Think “Consumer Centric” not “Campaign Centric” Customer Sales data Ad Display Email Campaigns Web Analytics Search Organic Paid Consumer Centric Model Dashboard and Reporting