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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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What’s Artful and Scientific About Data?

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Excited to share some Data & Analytics themed blog posts with you in the coming weeks. Our 2015 MITX Data Summit Advisory board has contributed some fantastic posts to give you a taste of the exciting content that will be discussed at this year's Summit on June 23rd. Interested in attending? Register here. This guest blog post is written by Judah Philips, Author, "Building a Digital Analytics Organization".

Judah Phillips, CEO and Founder of SmartCurrent, helps people improve their analytics in order to identify and take advantage of the business opportunities that significantly impact results, achieve goals, and create value. He helps companies find innovative ways to use data and analytics to improve efficiency, increase revenue, reduce cost, and boost profitability. Judah specializes in strategic reviews and the resulting work required for enhancing the effectiveness of your business. Phillips has built and managed business and digital analytics teams for global companies worldwide during the last 17 years.

In June you can join the MITX community at our 2015 Data Summit to discuss and learn about the “art and science of data.” But what does that really mean: “art and science?” I hear it all the time. I’ve even used the phrase. While I’ve always liked that phrase for describing analytics, it’s a phrase worth elaborating. So in this blog post, I’m going to unpack this oft-heard phrase and give you my interpretation related to some of the artful and scientific elements of data and analytics.

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Crumbling Cookies & Mending Walls

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Excited to share some Data & Analytics themed blog posts with you in the coming weeks. Our 2015 MITX Data Summit Advisory board has contributed some fantastic posts to give you a taste of the exciting content that will be discussed at this year's Summit on June 23rd. Interested in attending? Register here. This guest blog post is written by Victor Davidson, VP Group Account Director, Marketing Analytics at Havas Media.

Victor is the analytics lead for several of Havas Media's clients. As part of this, he manages big data, ad tech and attribution consulting for his clients. One of his greatest achievements was the implementation of a new KPI which helped deliver a 50% increase in ROI. He joined Havas Media from Lightspeed Research (a WPP company) where he was a Senior Research Manager of Behavioral Research. He comes with over 10 years of analytics and client service experience with companies like Forrester and Catalina Marketing. Victor has worked across a number of verticals including financial services, travel and CPG.

“Something there is that doesn’t love a wall” – Robert Frost

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Don’t Just Set It and Forget It: Successful Mobile Marketing Depends on Optimizing Media Channels

Kathy Pattison

Excited to share another mobile guest blog post with you. This post, written by Kathy Pattison, Senior Vice President of Marketing at Fiksu discusses the important role media plays in all mobile marketing strategies.

In her role as Senior Vice President of Marketing at Fiksu, Kathy is responsible for driving thought leadership and market expansion in the mobile ad tech space, overseeing communications, branding, product marketing, and marketing program functions. Her years of experience in the high-growth stages of companies have proven invaluable, both in guiding Fiksu to its current position as an industry leader and shaping the company’s growth in the years to come.

If there’s one constant of mobile marketing, it’s that there are no constants. Take, for instance, paid media channels. There's a seemingly endless and constantly growing array of them, and because of the mercurial preferences of mobile’s millions of users, the effectiveness of any individual traffic source in bringing in the right audience changes frequently. A reliable option today might prove unproductive tomorrow. And so for marketers, the problem lies not only in identifying the right source at the onset of a campaign, but in pinpointing when the inevitable falloff happens.

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FutureM 2015 Opens Registration for 6th Annual Conference

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First two keynotes announced, executives from Intel Corporation and “Not Impossible Labs”

FutureM, the annual event showcasing the future of marketing, opened registration today for its sixth annual conference. The event will be held October 6-8, 2015 at the Hynes Convention Center in Boston. The theme for this year’s event is “Connect. Create. Innovate.” Early bird pricing is available for a limited time only – register today at

In addition to opening registration, FutureM also announced the first keynote speakers for its 2015 event. Brian David Johnson, futurist and principal engineer for Intel Corporation, will be one of this year’s keynotes. In his role as a futurist, Johnson uses ethnographic field studies, technology research, trend data and even science fiction to provide a pragmatic vision of how consumers and computing will evolve. At FutureM he will discuss how marketers can apply those same principles to envision the future of technology, marketing and advertising so they can be ready to respond.


For Business Large and Small, Mobile Remains an Opportunity

Chris Litster 2015

Excited to share another insightful mobile guest blog post with you. Christopher Litster (@cmlitster), Senior Vice President, Sales and Marketing at Constant Contact discusses the important of keeping an eye on trending mobile innovations. 

A member of the Constant Contact team since 2006, Chris has played a pivotal role in the company’s growth and product expansion and now oversees Constant Contact’s global sales and marketing strategy.  During his tenure he has served in a variety of senior sales and marketing positions, from leading Constant Contact’s web strategy and conversion marketing teams, to launching its first business unit based on an event management tool.  Through these roles he has developed a deep knowledge of the small business market the company serves.  

“We need to be doing more on mobile.”

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3D or More 3D...That's the Question

Karthik V Narayan

Another great post this week from Karthik V Narayan, Sr. Experience Designer at Isobar. Karthik looks to the future of mobile and the role 3D will play. Interested in contributing to the MITX blog? Email taylor [at] mitx [dot] org.

Karthik V Narayan (@karthikvn) is a Sr. Experience Designer at Isobar and a former researcher at the Changing places group MIT media lab. Karthik’s research includes parametric design, strategy and innovation with a keen interest in IOT both on a micro and macro scale.

There are many directions that mobile could move towards in the coming years and speculations are quite haywire. That said, the two biggest trends I’m tracking are 3D gesture technologies and 3D projection mapping.

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Mobilizing the Customer Experience Economy Beyond M-Commerce

Paul Henderson

This month we are talking mobile and we're excited to share a new guest blog with you written by Paul Henderson, CMO at HeyWire. Paul discusses the importance of a mobile customer experience strategy. 

Paul Henderson is Chief Marketing Officer for HeyWire, the leading enterprise text messaging service for connecting customers with businesses. He has more than 20 years of experience leading marketing, business development, product and customer experience teams at a variety of companies, including Avid Technologies, Axeda, Intel, Intuit and Sun Microsystems. To reach Paul on Twitter, follow @paulfhenderson.

Proof that we are living in a mobile-first world is everywhere, from CTIA data that nearly 40% of U.S. households are already wireless-only to a recent comScore report stating that 52% of all digital time spent on the web, apps, desktop, tablet, smartphones and wearables is spent within a mobile app.

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2015 MITX eCommerce Summit Storify #MITXECS

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Hopefully you were able to join us at the 2015 MITX eCommerce Summit earlier this month! If you weren't able to attend or just want to review some of the key take-aways, check out our #MITXECS storify below.
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Selling Technology to People Who Don’t Understand Technology

Ryan Mulloy

Our 2015 MITX eCommerce Summit is Tuesday! As we finish out this week we have one more guest blog for you. Ryan Mulloy, Experience Design ACD at SapientNitro discusses factors to consider when designing your eCommerce experience and content. Interested in guest blogging next month? E-mail taylor[at]mitx[dot]org.

As an Experience Design ACD at SapientNitro, he gets to work with some of today's biggest brands on cutting-edge omnichannel experiences that span desktop to mobile to in-store to DOOH. With over 15 years of experience to pull from, he finds himself most comfortable embedding himself in the culture of other companies and leveraging a creative background to design experiences that are useful, usable and desirable.

How do you sell technology to those who don’t really understand technology? Actually, you don’t. You sell the benefits. I guess I could leave it at that, but that would make for some rather anti-climactic reading. The reality is that a majority of technology buyers really have no idea what makes it tick, but we’re still seeing a lot of companies getting wrapped up in their own internal technology-speak. These experiences usually tout a mix of Megahertz-this or AeroForce-that, and the net outcome becomes selling your product as just a sum of its technological components. That isn’t good for anyone.

Selling Products Like a Journalist

Sandrine Mangia Park

Just one week until the 2015 MITX eCommerce Summit and we have another eCommerce themed guest blog post for you. Sandrine Mangia-Park, VP of Marketing at The Grommet discusses the convergence of content and commerce for engagement and sales. Interested in guest blogging? E-mail taylor[at]mitx[dot]org.

Sandrine Mangia-Park (@SandrineMP) currently leads the marketing team at The Grommet as well as overseeing the customer experience team. Prior to joining The Grommet in December of 2012, Sandrine led the poker vertical for a gaming company that targeted Europe, South America and Asia. She worked in several roles there including Senior Affiliate Marketing Manager, Brand Director and Marketing Director of the French market. Sandrine has strong, global experience in planning; developing and executing innovative direct response and brand marketing campaigns through online, social and traditional media outlets.

A few years ago I stumbled upon Simon Sinek’s Ted Talk, “How great leaders inspire action.” I was floored. The central point of the lecture was: -- “People don't buy what you do. They buy why you do it. Start with the 'Why.'" It's interesting how the most insightful concepts are often the simplest, and that the simplest concepts are often the hardest to see.

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