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9/16-9/18 - FutureM

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The Massachusetts Innovation & Technology Exchange (MITX) — the leading association and voice of the internet business & marketing industry. MITX is about all things digital, about what is next for the web and how it impacts the marketing and business worlds. We are passionate about creating opportunities for individuals and businesses to connect, grow and thrive. And we are committed to showcasing the ideas, the innovations, and the contributions that are fueling a thriving and integral industry in New England and throughout the world. Our mission is to capture and convey the essence of what our industry is doing, and to challenge us all to think differently, think big about what is next, because what is next is here.

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MassMutual’s Amit Phansalkar to Host FutureM 2014 Data Track

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Featuring Experts from Wayfair, SHIFT and Search Engine Land/Marketing Land

FutureM, the annual event showcasing the future of marketing, today announced that Amit Phansalkar, Chief Data Officer of MassMutual, will host the data track at this year’s event. Co-located with the HubSpot INBOUND conference, FutureM will take place at the Boston Convention & Exhibition Center, September 16-18. To register for the event, visit


Combating Digital Ad Fraud

Bob Deininger NorBella

Another guest blog to share with you! Here is a post by Bob Deininger, Media Director of Norbella that takes a look at fighting digital ad fraud and how best to educate and protect your clients. Interested in guest blogging? E-mail taylor [at] mitx [dot] org.

Bob’s twenty years of marketing and media experience includes positions at D’Arcy Masius Benton & Bowles in New York, Arnold Worldwide, Hill Holliday and as a principal at Fulgent Media Group, where he was part of the team that profitably grew the company for a sale to Alloy Media + Marketing in 2008. Bob has worked with notable clients that include American Express, Gillette, Procter and Gamble, Genzyme and Harvard Business School. Current NorBella clients include Bertucci’s, Lahey Health, Boston Symphony Orchestra and Boston Private Bank.

When The Wall Street Journal publishes multiple articles* on digital ad fraud, the industry and your clients take notice. Digital ad fraud is a serious problem, a $6 billion dollar problem in the US in 2013, as estimated by White Ops, a company that tracks online criminal behavior**.

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The Collaborative Advantage: Why Active Consumer Collaboration Is an Essential Partner to Big Data

WittesSchlack J Communispace

Our next guest blog for the Data & Analytics theme is written by Julie Wittes Schlack, SVP of Product Innovation at Communispace. Julie provides insight into the collaborative advantage strategy and its role in big data. Interested in guest blogging this month? E-mail taylor[at]mitx[dot]org.

Julie is one of the founding members of Communispace Corporation. By day, she leads an innovation team whose mission is to discover, develop, and test new techniques and technologies for engaging people in online and mobile collaboration and insight generation. By night, she is a published author of fiction and narrative nonfiction. And 24 hours a day, she is a devoted fan of storytelling and meaning-making in all of its myriad forms. 

What’s the difference between Big Data analytics and consumer collaboration? And can these two very disparate approaches to consumer insight and innovation play well together?

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Ask Your Data the Right Questions and Peer into the Future

Beth Cohen King

Since it is officially August we are kicking off our new guest blog theme, data & analytics. To start off the theme we have a fantastic post by Beth Cohen King, Director of Marketing at Ve Interactive. Beth gives insight into how we use data to help mimic the personal relationship we get in the brick and mortar environment.

Beth Cohen King is the Director of Marketing at Ve Interactive, a multi-award winning global technology company, driving online performance to maximize conversions. She drives lead generation programs and communications for North America. Prior to Ve Interactive, Beth held various sales and marketing positions at iLantern and Stylesight. Beth has a MFA in Interrelated Media from Massachusetts College of Art and Design and a BFA from University of Nevada, Reno. She is active in her community, being on the Alumni board at Middlesex School, and The Board of Advocates for the Connors Center at Brigham and Women's Hospital. She is a competitive tennis player who lives outside of Boston with her husband, daughter, and rescue dog, Magnolia. Follow Ve Interactive on Twitter, Follow Beth on Linkedin. Follow Beth on Twitter @bethcohenking

Big retailer, Target, tells father that young teenage girl is pregnant before she had a chance to do it herself.

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Modern Marketing Means Humans First, Last and Always

Brian Babineau

We have had such a great month of guest blogs that we had to fit one more in for you! We are excited to wrap up this month with a post by Brian Babineau, SVP of Social Content Solutions at Arnold Worldwide. Brian provides insight into the importance of maintaining the human side of social media and marketing. 

Brian Babineau is the SVP of Social Content Solutions at Arnold Worldwide.  His team at Arnold focuses on translating brands into stories that can be brought to life through content and social media to drive business results for clients such as Carnival Cruise Lines, Jack Daniel's, New Balance, Progressive and Tyson Foods.  Prior to Arnold, he spent 4 years at Digital Influence Group and 10 years at Digitas, focused on digital media, content marketing and social media activation.

There is a constant stream of discussion, digital and otherwise, about how brands and agencies are organizing to address a new digital, social and mobile reality in marketing. These discussions all take place under the umbrella of a variety of titles which all read like the magnetic poetry of familiar watchwords: big data, integrated marketing, integrated digital, integrated social, retargeting, data targeting, contextual targeting. And these are all important topics, but sometimes I fear that we, as marketers, fall into a very dangerous trap. We forget that consumers, the very people we are trying to connect our clients, our products and our brands to, don’t care at all about any of those words, topics or watchwords.

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@angrycustomer: Please Text Me at 1-800-XXXX: Moving Social Media Support Private

Meredith Flynn Ripley

Even though our social media theme ends tomorrow we still have a few more guest blogs to share with you! This post by Meredith Flynn-Ripley, CEO/Co-Founder of HeyWire, takes a look at how to enhance customer service through social media and other innovative tools.

Meredith Flynn-Ripley, CEO/Co-Founder of HeyWire, a leading mobile messaging company and top 5 Boston App Publisher, is a broadband and mobile veteran with over 20 years of experience including CEO of Stargus and Into Networks; as well as executive positions at RoadRunner and Ogilvy & Mather Interactive.

In recent years, social media has evolved from being a “one-way” platform for companies and brands to project their recent news and updates to becoming a defacto customer support channel, where customers are conversing with the brands they use — either publicly praising their favorite brands, or just as easily venting their frustrations as they seek a solution.

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Internet of Things Visionary and Author of “Enchanted Objects” David Rose to Speak at FutureM 2014

David Rose

Conference Brings Back Popular Shark Tank-Like Startup Competition; New Startup and CMO-focused Sessions Unveiled

FutureM, the annual event showcasing the future of marketing, today announced a number of exciting additions to the 2014 program, including a headline session hosted by David Rose, co-founder and CEO of Ditto Labs. In his presentation, David will explore how “Enchanted Objects” and the Internet of Things will transform how we interact with technology and the way brands connect with consumers. Rose, an award-winning entrepreneur, author and instructor at the MIT Media Lab, recently released Enchanted Objects, a book published by Scribner that investigates how technology is imbuing everyday objects with connectivity and what it will means for businesses.

Co-located with the HubSpot INBOUND conference, FutureM will take place at the Boston Convention & Exhibition Center, September 16-18. To register for the event, visit


Prepping for the Makerpocalypse: How Social Can Help

Matt Shaw

More social media awesomeness for you! Matt Shaw, Senior Account Executive at DigitasLBi writes a great post about the future of social media and how it will be the key to surviving the makerpocalypse. Next month's theme is Data & Analytics, interesting in writing a guest blog? E-mail taylor [at] mitx [dot] org.

Matt Shaw (@NotMattShaw) develops and executes social content strategies for clients across DigitasLBi Boston. Over the last few years he’s worked with brands across industries including technology, insurance, consumer-packaged goods, athletic wear, spirits, and more. He currently lives in central Massachusetts with his wife and three children.

On the face of it, so-called “makers”—those who use their creativity to make consumer goods that are traditionally purchased—could pose a serious threat to businesses of all sizes. As many as 57% of Americans over the age of 18 identify as makers. Maker culture has sprung up in nearly every industry, empowering ordinary folks to be increasingly self-sustaining in any number of small ways, and that will only increase with the prominence 3-D printing and similar technologies.

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5 Quick Tips for Awesome Social Customer Care

Trish Fontanilla

Our members have been contributing some awesome posts to our Social Media theme this month and this one is no different. Enjoy this blog by Trish Fontanilla, VP of Community & Customer Experience at Vsnap that provides some great social media tips to help improve customer care.

Trish Fontanilla is the VP of Community & Customer Experience at Vsnap, a video messaging platform for people in sales & support. In her current role, Trish ensures the customer is at the center of all interactions involving community, support, and marketing. Follow her on Twitter at @trishofthetrade or @Vsnap (personalized video guaranteed). 

You probably realize social media support is marketing. Your community has a megaphone within arm’s length, 24 hours a day, 7 days a week. Anyone can see all of your interactions with that community in real-time, unlike email or phone calls (although even those are public knowledge these days). And don’t forget, your answers aren’t just available now, most of your public interactions are indexed by search engines as well.

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Social Media Marketing Isn’t Just Child’s Play- It’s Big Business!

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We have another social media guest blog to share with you. This one is by Ryan Connors, Marketing Analyst, at Verndale. Ryan dives into the importance of social media and the marketing implications behind this ever important communications medium. 

Ryan Connors is a marketing analyst at the experience technology company Verndale ( You can find him on Twitter at @MrRyanConnors or on his blog at

Marketing technology bandwagons are a great thing, especially when businesses can get in front of them. From the  first companies in the 90’s Dot-Com boom to the first campaign on Pinterest, there’s a huge value in going into uncharted territory with a vision. That vision, extended to all marketing mediums, presents a real opportunity for the winners of tomorrow. Today, these “uncharted” territories tend to fall into three categories: social, local and mobile.

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