Simon Dumenco

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

CMO, CEO and CSO — chief sanity officer. At first, it seems as though Ad Age’s Simon Dumenco is joking about brands needing chief sanity officers. But maybe he’s onto something. The pace of change is getting crazy for companies, to the point that project managers may want the sanity officer position filled, too.

Like it or not, NBC must accept the fact that its monopoly on broadcast content has been disrupted by the emergence of new technologies, most notably the Internet and the DVR. Instead of creating a business model that leverages and monetizes on this new reality, they've instead tried to ram an old business model down the throats of consumers across the U.S., essentially missing the forest for the trees. As a result, they've pissed off millions of people, devaluing their brand in the process.

Social commentary about ads alone topped the entire 2011 Academy Awards. 1. Bluefin Labs has so far tracked more than 12.2 million social-media comments during and after Super Bowl XLVI, primarily on Twitter and Facebook. That's a 578 percent increase over the total Bluefin tracked last year (1.8 million). 2. Twitter, via its official @twitter account, said the final three minutes of the Super Bowl helped push total tweet volume up to an average of 10,000 tweets per second. 3. We have a new social-TV high-water mark. "Last night's Super Bowl is the biggest social-TV event we've ever recorded."

All I know is that first, you’ve got to get mad. You’ve gotta say, “I’m a human being, goddammit! My life has value!” So, I want you to get up now. I want all of you to get up out of your chairs. I want you to get up right now and go to the window, open it, and stick your head out and yell, “I’m as mad as hell, and I’m not going to take this anymore!!” —Peter Finch, “Network,” 1976, screenplay by Paddy Chayefsky Joey Vento and Ann Coulter are mad as hell. Or are they? They have thrust their anger—or is it coolly calculated

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