The Washington Technology Industry Association presented a Tech in Focus event on Tuesday, February 10^th on the topic of Data Aggregation and Marketing. Member company, Deloitte, hosted the informational evening. For an overview of the topic, check out the white paper on social analytics from Deloitte University Press.

Tim Davis, Principal at Deloitte’s Audit & Enterprise Risk Services, was the moderator for the event and led the 3 panelists who discussed how data collection and interpretation is shaping the world of online brand marketing. The panel focused on the latest trends and technologies in aggregating and presenting data.

Contributors to our panel were Jeff Gibb, Business Development at Simply Measured, Brent Roraback, Director of Product at TUNE, Michael Wiegand, Director of Analytics at Portent.

Addressing how companies can effectively measure their customer engagement, our panelists talked about the trend of interconnectedness between channels. Gibb emphasized:

Everybody wants SROI (social return on investment). Until there is a line between all the systems, it will be difficult to figure it out.

Davis asked what, if any, is the responsibility to consumers. The panelists acknowledge that the industry could see stricter regulations from the government and other global influences. Wiegand mentioned, “There is a crack down coming…it’s only a matter of time.” Others echoed the importance of regulation and privacy for consumers. “Companies need to protect the data of their customers because data breaches are possible and expensive,” Roraback points out.

On what is trending in data aggregation and marketing, Davis set the stage by asking, “Marketers have a desire to understand consumer behavior across different channels, what are the trends to address this?” Many ideas were covered including :Facebook ID’s as the new version of cookies for identifiers, click attribution developments, RTB (real time bidding) systems, transition from CPM (cost-per-thousand-impressions) to CPA (cost per action/acquisition), and others.

A common theme was the trend to connect data across devices. Panelists encouraged businesses to have a clear idea of what they are looking for in the data. Wiegand stated, “[Portent] encourages clients to create a measurement framework that we can all adhere to going forward.”

There were 48 attendees last night ranging from students to marketing professionals. Ashley Ellerd, Electronics Purchasing Agent at Harris Electric, commented on how these events are beneficial for networking and education,

I come to these events to gain insight on what is up and coming in the tech world. It is a great chance to network with other like-minded people.

Before the panel discussion, WTIA community partner, WINFO (Women in Informatics) representative and University of Washington senior, Jessalyn Cheng, reminded the audience of the importance of young women in technology. Attendees also participated in a networking game. Winners were awarded Mission Ridge Ski & Board Resort lift tickets, copies of “Spare Parts” by Joshua Davis, or “How Not to Be Wrong: The Power of Mathematical Thinking” by Jordan Ellenberg.

Thank you to all of the panelists, Deloitte, and attendees for a great event. Please join us for our next event February 26^th on IT Security: Privacy of the Cloud.