dmexco 2014: Entering New Dimensions


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Last week the Sweetspot team had the opportunity to visit Germany’s fourth-largest city Cologne to sponsor dmexco, a premier digital marketing conference and exhibition. With about 800 exhibitors and over 30,000 attendees, dmexco has grown by 20% since last year, and Sweetspot was privileged to be part of this impressive experience.

We met both digital marketing giants and start-ups, who had a chance to demonstrate their progress in the industry, as well as to learn from key decision-makers. With this year’s motto “Entering New Dimensions”, a vast number of conferences, debates and seminars questioned the evolving relationship between people and technology.

In his opening remarks, Matthias Ehrlich, president of BVDW, discussed how modern disruptive technologies force us to rethink the whole area of digital marketing.

Following this idea, Brad Rencher, SVP & General Manager Digital Marketing at Adobe, insisted on the need to adopt a creative approach to data in order to optimise customer experience. His wittily entitled speech addressed the question “is data going to kill creativity?”, and invited the audience to embrace their creative inner-nerd side.

Brad Rancher Nerd is the New Black dmexco 2014

Victor Wong, CEO at PaperG, suggested that creativity is actually born out of the data-driven business revolution, since the incessant flow of information encourages insight generation and a more collaborative and dynamic workplace.

Steve Simpson, EVO & MD Data & Analytics at Starcom Mediavest Group, seconded this idea by stating that the ability to capture information enables greater personalisation and thus better customer experience. He declared that it is in fact data that connects technology and creativity.

This formula was further developed by Michael Roth, Chairman & CEO at IPG, who added the concept of utility: consumers should want to relate to their experience and feel an affinity with brand.

At Sweetspot we want our clients to make the best of their data while maintaining the power of decision-making, which is why we focus on Storytelling when designing our dashboards. Providing talented people with the right data is what ultimately unravels creativity, resulting in original insights and ground-breaking decisions.

Sweetspot Intelligence at dmexco 2014

It was a real pleasure to share this enriching experience with all the attendees and fellow exhibitors. We look forward to seeing you again at other European and global events, and bringing more of our best dashboard design practices!


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Tania Asa

Marketing and Communications Executive, focused on content, Sweetspot Academy and inbound marketing. BA in English, University of Oviedo, Spain.

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