DMA 2013 -Marketers Share How They Embrace Change, Data

Leave a comment

During his keynote speech here today, Travelocity founder and Kayak board member Terry Jones said the best ideas come from the bottom up, but often get stuck in middle management, where people are incentivized to keep the status quo. Before founding Travelocity, he worked for American Airlines when Sabre technology was revolutionizing the industry. He recalled a time he spent $1 million on a failed initiative, but his boss didn’t fire him. Instead, he asked him what he learned. Jones encouraged conference attendees to fail fast and learn from their mistakes quickly. Direct marketers did A/B testing far before it was a standard in e-commerce, he explained, so testing concepts before rolling them out fully should be something they continue to embrace.

Read more

Advertisements

DMA 2013- Integrating Marketing and Technology

Leave a comment

The data revolution is depositing reams of information into the hands of marketers, but it can be hard to “untangle the giant hairball of data,” as Teradata’s CMO Lisa Arthur put it at the annual DMA conference today.

Read more