Innovation was the descriptor for South By Southwest Interactive until we saw piggyback rides.
With long lines inhibiting access and simultaneous events, I believe it's hard to give a representative take on SXSW. Mine? Analytics talk.
A soundbite that I’ll remember from Nate Silver appearance? Analytics and targeting are important but don't forget serendipity.
More Silver, who was one of the most sought-after speakers for SXSW after he accurately predicted the presidential election:
“I think sometimes people mistake what I do as someone who’s saying everything we do is predicable… Whereas really I’m more of a skeptic of prediction. What I’m actually doing is taking polls and averaging them and the fact that it’s so surprising says a lot about where we have to go in terms of science and math.”
My pick for the top SXSW ego buster? Tinder is a dating app that anonymously finds out who (if anyone) nearby thinks you're attractive.
Oh, the whining if iWatch comes to be and we're even more conscious of lost time when clocks advance. Did you catch all the Tweets about Daylight Savings Time. We got it after the first 50 or so. Actually we got it after the first two.
Shaq was on the hunt for innovative tech. If he jumps in, will bad guys look to hack-a-Shaq?
One of the more memorable moments was when we heard that we've gone from a Got Milk? message to a Got Milk, Michelle? message - personalization is key.
Also, a differentiating marketing message is often the technology itself.
Agency Team Detroit’s mantra for bringing innovation: fail fast.
I heard a healthy discussion on how much technology is useful vs. invasive. The upshot is that the consumer should be in charge.
I agree with the statement that the consumer will pick what he or she wants and provide that access and no more.