May 10, 2012

Drowning in Data, Searching for Knowledge

Posted by Wendy Weber

…so said Nick Moore, EVP/COO of Wunderman, at today’s meeting of the Direct Marketing Club of NY.

The topic of discussion was: Letting creative execution drive success in the omni-channel era. Scott Ellis, VP Client Solutions at Adworthy, served as the moderator. The panelists were Nick Moore, EVP/COO of Wunderman, and Patrick Fultz, President of DM Creative Group.

Both panelists expressed that there is so much information available to us . . . Fultz said that he spends 2-3 hours a day reading, and Moore said that we can spend “too much” time worrying about achieving perfection; that it’s better to use the information we have. In fact, he said that we need to change how companies are organized, so that we can react more quickly. “You need people whose job it is to react in real time as people comment/respond/react to your product.

There was agreement that testing has become more “informal”. Said Moore, “We used to plan a campaign and find out months later that ‘back in February’, something happened.” We can test, and learn, and react, so much more quickly now.

Said Fultz, “Content is a leveler between large and small companies; especially regionally. Providing free information; free content, is key to winning over your customer. “Teach them something without trying to sell them”.

Overall, an enjoyable and informative presentation!

In