The agency of the future needs to be a “data geek,” says Shannon Denton, CEO North America of Razorfish, in an interview with Beet.TV. “They need to understand all kinds of data and how to push it through to the consumer in terms of experiences that show the intelligence and make the consumer feel special as part of the brand experience,” he tells Ashley J. Swartz, CEO of Furious Corp, in this conversation.

The increasing importance of data plays a key role in the brand transformation that Razorfish is focused on with clients. “We view the next opportunity around transformation as massively customized experiences,” he says, and targeted data from a range of sources enables those innovative experiences. The role of ecommerce is also rising in importance as the so-called “front door to the brand,” he says. Many brands are building more functionality and ecommerce opportunities that link online marketing to online buying.

We interviewed Denton as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull.  Please visit this page for additional segments.

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