Keynote: Collaboration, Data Shape Content for Each Medium

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NEW YORK -- Managing multichannel campaigns in an environment of segmentation and personalization requires reliable metrics that anticipate consumer behavior as well as sophisticated, flexible content.

Elizabeth Talerman, co-founder of Campfire, a Web chat tool for business, discussed this yesterday in the opening keynote address at the annual DM Days New York conference at the Jacob Javits Convention Center. The talk, "Convergence 2.0: Multichannel Marketing in a Digital Age," included panelists across channels including search, offline, magazine, mobile, online advertising and analytics.

"When we think about convergence, we actually think about the audience first," Ms. Talerman said. "From our point of view, things can be kind of boring if you use the same content on every platform."

Marta Wohrle, vice president of digital media for Hachette Filipacchi Media, also spoke about varying ads depending on the platform.

"The reality is that you have to make content different based on the platform's perspective and requirements," she said.

Ms. Wohrle discussed creating a flowing media design that carries a stable message of a product. The message must carry content relevant to the consumer for that moment she is interacting with different mediums.

"A lot of what makes doing these things [customizing content for different users] possible is data," said Michael Levine, director of strategic alliances at Yahoo Search Marketing. "It's about asking, 'How can I leverage the data I have to give them [the consumers] the right experience?'"

Ms. Talerman's model uses internal collaboration.

"Today, literally every day our writers, producers and analysts sit down together," she said. "Internally, you can't have analytics separate from creative. You should see how the numbers look and what they mean before you write the next copy. Based on consumer behavior we may change things."

Bryan Eisenburg, co-founder and chief persuasion officer at Futurenowinc, suggested that marketers anticipate the ideal way that consumers could interact with ad content to measure a campaign's impact.

"You've got to build scenarios for where interactions are happening and where they are breaking down," he said. "You can look at discrete points in the scenarios and find out where it's failing."

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