Start ups, SaaS businesses, techies and marketers gathered in New Orleans in early May for the Collision conference. Poised to learn more about themes affecting entrepreneurs, Collision offered numerous tracks to meet all interests, including Women in Technology. It seemed like only a few years ago, the primary benefit of being a female tech conference attendee was the shorter bathroom line. Collision really upped the ante in support of the ever-rising demographic of women working in tech. The thought leadership from and for women with entrepreneurial spirits with a tech slant inspired and lifted all.
Many of the featured speakers — including Suzy Deering, Ebay’s Chief Marketing Officer, Ilia Papas, founder and CTO of Blue Apron, and Kristen Ward, GM, Windows and Devices Marketing at Microsoft — offered sage advice in areas affecting business today, namely data and personalization. With such heavy hitters within the industry clued in to the need for personalization and big data, time-based data is critical for driving competitive intelligence.
Digestible real-time data
The topic of data was ever popular. And it wasn’t just any kind of data — it was about real-time data in a format that is digestible and meaningful for businesses. As customers become more aware of their product(s), the older data becomes less and less relevant. Users of technology platforms benefit from interfaces that highlight data points for the user rather than making them figure out what to look for. Ann Johnson from Interana spoke to this at length, understanding that the core need for the technology platforms assisting companies in creating and managing data is truly around scalability and real-time actioning of that data. Privacy was another salient topic when it came to data. Transparency in how data is used, the time and length at which data is stored – all significant considerations.
Ann Johnson, championing better data intelligence.
End users want genuinely personal experiences
The speakers emphasized that now more than ever, end users are looking for personalized experiences across the web, including their content and retail experiences.
Suzy Deering emphasized that making experiences meaningful for users implies that you’re not trying to do a one-size-fits-all approach. A tailored user experience must be done in way that is genuine and fits the culture and community of a site and its user base, noting that as 60% of the purchases at eBay are informed by mobile, the real estate with which to capitalize and increase engagement is limited. That authenticity and culture fit becomes even more pivotal to get right at the right time.
As Cxensers, we know that businesses are challenged to find both the right technology and fit for their audiences.
- Digestible and meaningful data: We provide actionable insight in real time enabling organizations to show the right content at the right time.
- Understanding your audience: Our dashboards and automatic audience segments can help you understand who your users are and what interests them.
- Data that drives personalization: You can use user attributes such as device data, location and interests to power what they see.
But it’s not all about data
It wasn’t all data, though. Karen Walker, CMO at Cisco discussed centering her employees around their vision, noting that not only is it important to reward and recognize success, but failure too. Learn to test and test to learn becomes the rallying mantra. Cxense’s mission and vision around collecting data at the most detailed level possible to determine what people want, in real-time, bears little meaning if we, as Cxensers, aren’t willing to come in and test our platform to its limit.
Karen Walker on Leading from the C-Suite.
Cxenser’s testing their limits on Hurricane drink consumption.
Delivering what people want
After two inspiring days of talks from women leading innovation in tech, we left feeling energized to keep on doing what we do at Cxense: delivering what people want. It was motivating to learn that the key themes from the conference — that companies need digestible (meaningful and actionable) data that they can put to work in real-time to deliver genuinely personalized experiences to their users at the right time and in the right context — align well with the work we’re doing at Cxense already.
And it was also great to see that the lines for the women’s washroom are longer than ever!