Summit 2012—Marketing Today Is All About ‘The Digital Self,’ Says SVP Rencher

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian. 

“Digital marketing is all about reading signals and mapping patterns. And it has to matter right now or it doesn’t matter.” So said Brad Rencher, Adobe Systems’ senior vice president and general manager, Digital Marketing Business Unit, Wednesday morning, as he kicked off the company’s Digital Marketing Summit 2012, taking place this week in Salt Lake City. Rencher, playing to a full house at the Salt Palace, told attendees that Big Data is getting bigger, while the details are getting smaller—but it’s those details that drive success.

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