If you are an analyst don't forget the three P's: power user, privacy, and predictive.
I took time out of the office two weeks ago to attend the London leg of Adobe's Digital Marketing Summit. It was a lot of fun, provided food for thought for my team's development, and was a great chance to hear stories from the data coalface.
Back in 2008, when I first started going to these shindigs, the attendee list was dominated by web analysts and e-commerce managers just trying to make sense of the digital data they collected. Omniture was trying but failing to sell itself as a digital marketing expert but was still impressing with its dominance in the web analytics world. Now in 2012 the summit definitely isn't just an analytics event. Adobe has made good on the promises of Omniture and showcased product suites that design, deliver, and measure digital experiences for your customers. Five years ago I used to only chat to other digital analysts, but this year I bumped into creative directors, heads of technology, and CMOs.
So although the summit is less focused purely on analytics, it is still a hugely valuable event for the measurement community. Here are three "P" summit takeaways to think about if you are an analyst:
Finally, a bonus tip from Arianna Huffington's New Media keynote that we'd all do well to remember: "Get more sleep."
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John D'Arcy is the Head of Numbers at Seren, a Foviance Group company. Seren is a U.K.-based consultancy that utilizes data analytics and user experience to help improve customer experience. John has helped clients measure and optimize their marketing communications for over 15 years across digital and traditional media. He's been able to utilize the modeling and statistical skills he learned in the offline world to bring a more rigorous approach to the digital analytics industry. John's team at Seren are certified professionals for a number of technologies including Google Analytics, Adobe-Omniture, and Webtrends.
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