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Inaugural Seminar Presents Web 2.0 Trends and Data Marketing Impact
SEATTLE, Washington – March 29, 2007 – Endeavor Consulting, a full-service IT consulting group, kicked off a series of seminars designed for marketing and technology professionals. This first seminar in the Staying Ahead series featured two highly respected consultants in Web 2.0 and data management: T.A. McCann and Derek Wang.
After a round of hors d’oeuvres and cocktails at downtown Seattle’s W Hotel, McCann explained that Web 2.0 services encourage online collaboration and sharing. McCann also described how innovative people use online communities to generate revenue, simply by providing a way for their users to create content. Wikipedia, Second Life, O’Reilly and Amazon are just a few examples of successful online communities where users provide the content, which drives more users to these sites.
continue..."Users are looking to consume content on their own terms," McCann said. And companies can extend their marketing reach by providing text, video, and audio content to existing websites such as YouTube and Flickr, which are free and have large user communities.
Increasingly, Web 2.0 users combine content from various sources to create an integrated experience called a mashup. The marketing potential here, explained McCann, is when companies give their content to users to transform or combine with other services, thereby spreading their marketing message.
However, a company's data assets and content must be meaningful in order to have value. Endeavor's own Derek Wang followed McCann's presentation by describing how to design effective marketing campaigns to harness the Web 2.0 momentum.
The key ingredient is any marketing campaign, Wang said, is data management. Without quality data, marketers cannot make informed decisions. "Last year," Wang explained, "over $600 billion was lost in postage, printing, and staff overhead due to poor information quality."
Wang described the keys to data quality success, which includes understanding your data quality issues, designing realistic goals, and combining the best technical solution with business knowledge. To illustrate his point, Wang presented a case study in which Endeavor created a marketing system for Microsoft's MSN adCenter. Using proven data management techniques, Endeavor's solution produced fast, measurable success.
Attendees at Endeavor's presentation included technology professionals from Microsoft, Jobster, Zango, Boeing, Real, and other organizations. One participant commented "This seminar was very forward looking, yet the technology is starting to be used today."
Stay tuned to www.endvr.net for more information and upcoming events.
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