Data Might Open A Door, But It’s Going To Take More Than Data To Be Invited In

Accenture, the management consulting, technology services and outsourcing company that pays Tiger Woods to be its spokesman is now entering a relationship with Adchemy, a Silicon Valley digital marketing company.
According to New York Times:

Adchemy is one of several ambitious young companies trying to employ cutting-edge computing techniques — including machine learning, statistical inference and advanced data mining — to Web advertising.
The ideal, according to Accenture’s managing director for digital marketing optimization, is to use Adchemy’s technology and other tools to not only figure out the sort of person who is visiting a site, but to then deliver to the visitor a Web experience that is appealing and increases the chances of converting that person into a buyer.
“The commercial Web has been a brochure-ware experience up to now,” Mr. Symons said. “What you want is digital assets that can be assembled on the fly, depending on who is viewing a site.”

The “digital assets” would be assembled into bigger and better ads, as far as I can tell. This needs to happen, there’s little doubt that an online advertiser’s current display options are lacking. However, I’m not convinced that a more relevant display ad is the saving grace for online advertising.
We’re going to come back to this and back again. Companies that want to play in this space need more than ads. They need a content strategy.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.