Just returned from the Omniture Summit. For those who don’t know what the Omniture Summit is– Once a year, typically during the winter months, Omniture holds a summit, in Utah, that showcases all of the Omniture products which include: keynote speakers, isolated case studies to general strategies in advanced online marketing. The summit is always a great experience; you are surrounded by the greatest minds and technology of online marketing, with serene mountainous snowcaps poking around your hotel. Below you will find feedback and the general mood and voices I experienced at the summit.
To the CEOs and CMO who were not there:
CEOs and CMOs are clearly not getting it and or grossly have their priorities mixed up. Never have I experience such a large group of people so passionate about their jobs, jobs that require them to track, test and increase million to billions of online revenue -all of whom are completely being ignored by their bosses. 100% of the people I had a chance to meet had a significant ongoing problem that was rationally professed. “We tried to implement site tracking but our engineers are busy”, “I tried to be the thought leader in my group and start testing more but my boss shot me down”, “We spend so much money
per year on advertising and we are not even able to track it”. (Nice)
To The Speakers:
Keynote Speakers- Aside from those who were from Omniture, the remaining speakers were not good. I found 99% of all listeners were checking email, leaving the room and I happen to capture a photo of someone who was actually sleeping. 100% of the information or case studies shared by the speakers were unfortunately something we already knew, or could quickly find with an online search. One speaker had the nerve to explain to us (a group of 3 thousand advanced online marketers) that text messaging was how kids communicated today and if we didn’t do so we were behind the times (Thanks buddy). I guess he forgot to acknowledge, that text messaging, is the most dominate form of communicating for the past 12 years in Asia.
Every speaker of every session had something of value to say. The problem is they were speaking to an audience filled with marketers that were at different stages of online marketing- from the novice to the advanced user. This would provide an unsettling experience for the entire room because the novice user would ask beginner questions, boring the advanced user, prompting them to leave mid session or just disappointed over all. The reciprocal took place too; novice users attending advanced sessions that only had their eyes glazed over 2 minutes into the session. By breaking out sessions into categories of novice to advanced certainly would be beneficial for everyone.
Congratulations on another great summit, everyone that I had a chance to speak with wants more; more solutions, more tracking, more testing, more features and lastly more knowledge on how to use your products.
Thanks for having The Killers play for us at the last minute. And thanks for creating cmo.com Hopefully this will bridge the gap between old and new generations of marketing, because clearly what I experienced at the summit is what C level executives don’t get.
– Brion Hickey