New MRX Tech @ IIeX
- June 11, 2015
The technological revolution of the last 20 years has dramatically changed the nature of human existence. This is especially true with the advent of digital, social and mobile technologies and their impact on the ways that people engage with information, entertainment, brands, their communities and their world. This disruption of communication and commerce changed the rules of the game for marketers and for the research and insights communities as well. The change is profound and it’s happening fast.
The 2015 GRIT Report was just released, bursting with information about the evolving landscape of our industry. I recently spoke with Greenbook about these changes and about why I am eager to attend the Insight Innovation Exchange (IIeX) North America in Atlanta next week.
Here’s an excerpt of the interview:
What are you hoping to get out of IIeX?
JR: IIeX is creating the future of our industry. I come to the conference to be stimulated and to see what is being created. I always find tangible learnings and build new relationships. But more importantly, I get a deep sense of where we are all headed and what is possible. I wouldn’t miss it!
What are you going to be talking about at IIeX?
JR: I’m going to be talking about the transformation of marketing, and the necessary changes that are needed for our industry to adapt to drive impact. In particular, we need to move much faster, with more transparency and yet still with insight, not just data. As a result of these needs, we will be sharing more on our tech driven BX offering for Brand and Ad tracking, and what is required from clients AND agencies to adapt to this new world.
What are some takeaways from your session?
JR: We’ve learned that this type of change is neither easy, nor free. It requires BOLD leadership because there are indeed trade-offs with the status quo.
- It requires a shift in mindset, from studies to “data systems.”
- More thinking, clarity and decisions must be moved UP FRONT in the process to design the system to meet marketing objectives.
- A large data system requires that some trade-offs, mostly between short-term flexibility and medium to long-term power.
- Data systems such as these require investment in infrastructure. Like many systems, they cost more in Year 1 for savings and benefits in Year 2 and beyond.
What are you most looking forward to at the event?
JR: The talk I will give is NOT a “mom and apple pie” kind of talk. I will be challenging the assumptions of our clients, our competitors, and, frankly, even the members of my own team. I look forward to the reactions from those challenges, as they help me understand better where and how the future will evolve.