Privacy and the Data Funnel

Posted by Kate Jurras on Tue, Jul 31, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Chris Emme. Chris is the VP, East Coast for RadiumOne, an innovative digital media company that harnesses social interaction data through its own first party products and delivers audience scale for today's Intelligent Web. In this role, Chris is responsible for all Sales, Marketing, and Operations functions for the NY, Atlanta, Dallas and Boston offices. He works with senior leadership at all major agencies and brands across the East Coast and Southwest to bring innovative media opportunities for their digital marketing objectives. He has grown the team, revenue and regional presence from the ground up and has been a digital media devotee for over 14 years. He  is an avid tri-athlete and new father to his son, Tyler.

Via.me/ChrisEmme @chrisemme Linkedin.com/in/cemme About.me/chrisemme

I rarely speak to people outside our [digital media] industry about the details of what I do. The reason I don’t is that when I get to the part about how consumer data is collected to target ads more effectively, their eyes get really wide and I can see a wave of anxiety come over them. No matter how many times I say that only non PII (Personally Identifiable Information) is collected and that the data is used to deliver targeted/relevant messages to them which about things they may be interested in, it doesn’t matter. Their mind is already in a place thinking about what they posted, commented on, shared, surfed or searched and they’re wondering what “they” know about him.

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FutureM Twitter Chat: Awesomeness Storified

Posted by Kate Jurras on Tue, Jul 31, 2012
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Member Spotlight! Miller Systems

Posted by Kate Jurras on Fri, Jul 27, 2012

Get to know a MITX member! This month we're featuring Miller Systems.

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FutureM: Compete and Cartera Commerce added, Building on a Compelling Schedule of Sessions at the Future of Marketing Event

Posted by Sarah Hindmarsh on Tue, Jul 24, 2012

FutureM, the weeklong event experience on the future of Marketing, today announced the addition of new session leaders for its nationally recognized program. Captivating the marketing community, the event is building upon more than fifty organizations currently lined up to engage with audience members in thought provoking discussion on the future of Marketing. FutureM continues to deliver fascinating companies and session topics including:

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The 2012 Interactive Awards Categories - #MITXAWARDS

Posted by Jaime Reynolds on Thu, Jul 19, 2012

The Interactive Awards celebrates the best marketing and creative accomplishments emerging from New England. And every year, we know know we need to give you our best, because we ask you for your best (best examples of modern marketing, that is).  So, in effort to beat last year's showcase of our region's winning work, we've revamped and enhanced our categories. Ten of them are brand new (keep an eye out for Corporate Social Responsibility and Screens), and the rest got made over so hard their families won't even recognize them. Check them out in the list below! You'll laugh at LEAST twice, or we're not the Massachusetts Innovation & Technology Exchange.

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IBM Social Business, Brigham and Women's Hospital, Resolution Media to be Featured in FutureM 2012 Marketing Track

Posted by Jaime Reynolds on Tue, Jul 17, 2012

(BOSTON, MA) – Today, FutureM, a weeklong event experience on the future of Marketing announced that IBM Social Business, Brigham and Women’s Hospital and Resolution Media will be featured at this year’s event as companies which are influencing and impacting the future of marketing. FutureM’s Marketing track is one of three separate topic-related tracks, featured at this year’s event, the others include: Media/Advertising and Mobile/Commerce.

“This is the first year we’ve organized the program into broad topic tracks like this and we’re  very excited to have over 30 events in our Marketing track this year,” said Debi Kleiman, president, MITX. “By offering topic focused tracks at FutureM, attendees will be able to tailor their schedules for seamless and diverse involvement in what FutureM has to offer this year.”

All three FutureM locations (the Hynes Convention Center in Boston’s Back Bay, The Innovation District’s Fidelity’s Center for Applied Technology and Microsoft’s New England Research and Development Center in Kendall Square, Cambridge) will feature Marketing Track sessions throughout the week. Emerging session and content themes include:
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Mobile Ate My Cookie!

Posted by Kate Jurras on Mon, Jul 16, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Michele Szabocsik. As an enthusiast of data-driven marketing, Michele is an Insights Supervisor at Media Contacts Boston. She analyzes digital media campaigns to extract insights that can be applied for more effective media planning. Prior to her current role, she spent 6 years in digital media planning & buying. Michele regularly speaks to an Interactive Marketing class at her alma mater, Boston University’s College of Communication. Outside of the office, you can find her at 2nd base on the softball field.

If you give a mouse a cookie, he'll want a glass of milk. If you give a marketer a cookie, he'll want to know what you do, when you do it, and how many times. Oh, and your relationship status…with his brand, of course. But what happens if you take that cookie away? Welcome to mobile media analytics, where we are often left hungry for more.

I'm a fairly mild-mannered person. But when I sit down to analyze a mobile media campaign, it makes me want to scream. What do you mean we can’t serve and track our ads through a single ad server?  And we can’t measure post-campaign reach and frequency? What about attributing credit to mobile engagement for desktop conversion?? How am I supposed to quantify the value of my mobile campaign without these answers?!

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Privacy: friend or foe?

Posted by Kate Jurras on Fri, Jul 13, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Jessica Carmona and Stephanie Paquette, of Norbella. Jessica Carmona, Associate Media Director, NorBella. Lead strategist and planning supervisor sharing her knowledge to the team and clients, ensuring the NorBella Team keeps a fresh prospective when creating media plans and buys. Stephanie Paquette, Digital Media Supervisor, NorBella.  Stephanie is involved in all facets of the digital media planning, buying & strategy at NorBella. She is constantly staying active in the marketplace to keep up to date in the always changing digital landscape.

Digital Media continues to be the fastest growing and most engaging platform. Consumers are constantly sharing, researching, purchasing, posting, tweeting, the list goes on, but what consumers are not focusing on is how all of this data is being utilized. Privacy on the consumer side has been a hot button for the past couple of years in the digital media space. The industry overall has made some strides on educating consumers; however, the majority of consumers still do not understand how they are being tracked, where the information is stored and how marketers are using this data.

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Announcing the Newest Changes to the Interactive Awards - #MITXAWARDS

Posted by Jaime Reynolds on Fri, Jul 13, 2012

We are now accepting entries for the 17th Annual Interactive Awards!  This show celebrates the innovations in integrated marketing and advertising developed right here in New England. And it’s got a reputation for bringing out the most interesting and exciting new work.  We are particularly excited for this year’s competition because of the many new and enhanced categories for the awards, making make them even more relevant and meaningful.

This year, categories are divided into three sets: Industry, celebrating the unique ways organizations in different industries reach out to their constituencies; Strategy, honoring the different marketing tools, approaches and techniques used to connect with current and prospective clients and partners; and Media, toasting the evolution of agencies in creatively using clients’ paid media budgets for more impactful results.

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MITX Looks Ahead Towards Future Growth and Success

Posted by Kate Jurras on Wed, Jul 11, 2012

Nine Industry Leaders Join Board of Directors

Today MITX named nine new members to our Board of Directors, an esteemed group of marketing visionaries, accomplished entrepreneurs and industry leaders.

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Website Data: The Ultimate User Profiling Tool

Posted by Kate Jurras on Tue, Jul 10, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Bethany Walsh, Interactive Marketing Manager at Boston Interactive. Bethany is a marketing maven with a penchant for meaningful content, relationship management and digital strategy. After working hours, you’ll find her out and about in Cambridge sampling the local fare, sipping local brews, and snacking on different cupcake offerings around the area.

By building user profiles from our data analysis, you will be able to make impactful site changes, improve keyword search terms, and target your audience both online and offline. A clear and thoughtful analysis of all of the data will provide the more accurate information about who your users are and what marketing techniques are most successful.

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Calling all MITX members - we want you to write for our blog!

Posted by Kate Jurras on Fri, Jul 6, 2012

Are you a MITX member? Are you a writer? Do you know some stuff about some stuff? WELL! Have we got an opportunity for you.


You may have noticed that  each month we feature an interesting, awesome, and topical series on the blog. You may also have noticed that every one of those posts is guest-written by a MITX member. Well, there are lots more months, and lots more topics, and we want you to get involved! Check out the upcoming series below, and write to Kate (kate@mitx.org) to let her know you're interested - and to find out more.

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Privacy vs. Marketing Automation: Making Them Work in Harmony

Posted by Kate Jurras on Thu, Jul 5, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Dennis Dayman, Eloqua. Dennis has more than 17 years of experience combating spam, security issues, and improving e-mail delivery through industry policy, ISP relations, and technical solutions. As Eloqua's chief privacy and security officer, Dayman leverages his experience and industry connections to help Eloqua's customers maximize their delivery rates and compliance. Dayman sits on many email and privacy coalition/association boards and also advises many companies on their start-up growth strategies.

Today companies obtain, store and process massive amounts of personal identifiable information (PII) on individuals, and these individuals don’t think twice about the privacy and security implications of giving up such information. Let’s face it; consumers will do almost anything to get a discount or something for free - including giving out personal information. The information, then, is left in the hands of marketers, who are essentially the guardians of that data.

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influencers@: Harnessing the Power of PEOPLE

Posted by Kate Jurras on Tue, Jul 3, 2012

This post is part of our June series on start-ups. We reached out to some of our favorite local start-uppers to find out how they're innovative. This post is by Spencer Bramson. Spencer is a charismatic and young influence marketing leader who is passionate about connecting brands with college students. As a serial entrepreneur, Spencer left school after sophomore year to co-found Buzz University, a marketing agency that he and his business partner grew to $200k in revenue by age 21. At BuzzU, Spencer managed a team of 180 university ambassadors across New England and personally engaged with hundreds of thousands of students where he captured leads, distributed swag and steered the strategy of college marketing campaigns for ROCKSTAR Energy Drink, MilkyWay, Zumba, and Proctor & Gambel among other well-known consumer packaged goods brands. Spencer has been a presenter at the 2012 Social Media Week and the Word of Mouth Marketing Association (WOMMA), has been awarded the 2011 Future Forward Game Changer and the 2012 Most Likable Entrepreneur and holds 3 WOMMA certifications.

Think back to the last product you decided to purchase. A cool new soft drink that just hit the market or a new brand of shoes perhaps. Now consider what prompted this purchase decision in the first place. If you’re anything like the 18 to 24 year old demographic there is a strong possibility that your peers played a large part in influencing your choice.

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Mobile App Privacy - Six Things You Need to Know

Posted by Kate Jurras on Mon, Jul 2, 2012

For the July blog series, we asked some of Boston's greatest thought leaders to speak on a particularly complicated (but relevant) subject: tracking, targeting, and privacy. Their responses were surprising, fascinating, and applicable - and we think you'll find this series quite interesting! This post is by Gene K. Landy. Gene is a shareholder of the law firm of Ruberto, Israel & Weiner, P.C., www.riw.com, a MITX sponsor. Gene is Chair of the firm’s Technology Business Group and concentrates on digital technology and media companies. He advises clients on technology lice   nsing, business transactions, and privacy matters. He is the author of a 2008 comprehensive entrepreneur’s guide to digital technology and media law called The IT/Digital Legal Companion. You can contact Gene at gkl@riw.com.

Mobile Apps Collect and Provide Data to Marketers

Companies get valuable data about users through mobile apps. Depending on the app’s programming, data gathered can include location (accurate to within a few meters), the device ID (i.e., a unique device identifier), phone number, address book contacts, applications used, the user’s voice characteristics, information searched for, music played, etc. Use of the app may also indicate age, sex or other personal characteristics.

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