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" Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry”. Moderated by Doug Weaver Upstream Group, iMedia Senior Analyst. Alastair Green Team One. Tim Suther Acxiom. May 2007, Austin “The Oreo Doctrine”. Transaction. Marketecture. Message Enhancement - PowerPoint PPT Presentation
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"Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry”
Moderated by
Doug WeaverUpstream Group, iMedia Senior Analyst
Tim SutherAcxiom
Alastair GreenTeam One
May 2007, Austin “The Oreo Doctrine”
Transaction Marketecture
Message DistributionNegotiate, Optimize
Profitable BuyingHow Many?
Math & ScienceStandardization
Exclusive, Controlled“Sell to me”
Message EnhancementCollaborate, BuildProfitable Projects
How Powerful?Relationships & Contacts
Relative ChaosInclusive, Networked
“Build with me”
2008-2012: The Left & Right
Brains of Digital Marketing
EXPERIENCEAutomated Audience BuyingAd Networks, Ad ExchangesTrading Desks, Data SourcesDemand Side Platforms (DSP)Data Management Platforms
Creative, StorytellingUnique Content ExperiencesBrand Integration, Promotion
Custom Programs, Unique Ad UnitProduct Placement, Sponsorship
AUDIENCE
PROGRAMMATIC NATIVE
“The War Between ProgrammaticBuying and Creativity”
iMedia Connection, March 28, 2013
"I'm not sure I want people to know who I am. I find that
slightly Orwellian and I object to it. I don't want people to
know what I drink in the morning and what I drink at night…To those brands that say 'I understand you' I say
'Fuck off, you don't understand me. Mind your
own business, I don't want to be understood by you.”
John HegartyBartle, Bogle, Hegarty
Advertising Week Europe, March 2013
MATH MEN MAD MEN
The Positions Have Become Caricatures.
The Chasm Begins to
Close Today.
2013: OUR OPPORTUNITY
DATA SERVINGEXPERIENCE ANDCREATION
CREATIVITYINFORMED
BY DATA
DATA DRIVINGEXPERIENCE ANDCREATION
CREATIVITYINFORMED
BY DATA
Alastair GreenTeam One
Tim SutherAcxiom
“Shift Doesn’t Just Happen…”(We’re Not Just Here to Put on a Show)
A Little Focused Panel Time
Ten Minute Scrum Sessions at Each Table
Insight Harvesting
Closing, Conclusions
"Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry”
Moderated by
Doug WeaverUpstream Group, iMedia Senior Analyst
Tim SutherAcxiom
Alastair GreenTeam One
"I'm not sure I want people to know who I am. I find that
slightly Orwellian and I object to it. I don't want people to
know what I drink in the morning and what I drink at night…To those brands that say 'I understand you' I say
'Fuck off, you don't understand me. Mind your
own business, I don't want to be understood by you.”
John HegartyBartle, Bogle, Hegarty
Advertising Week Europe, March 2013
Ten Minute Scrum Session
Each table comes up with 2-3 specific tactics, rules and/or best practices that would allow data and creativity to work
more seamlessly together in your organization or between players.
Record answers on the pad provided on your table.
"Mad Men, Math Men & Oreos: Spanning the Experience & Values Gap in Our Industry”
Moderated by
Doug WeaverUpstream Group, iMedia Senior Analyst
Tim SutherAcxiom
Alastair GreenTeam One
