IRCE 2013: The Marketing Optimization Conversation

For the first time HP Autonomy had a demo booth at the Internet Retailer Conference & Exposition (IRCE 2013), and I130606_HP-AU_boothPic_@IRCE.jpg
joined several of my Marketing Optimization group colleagues on the Expo floor for three days in Chicago.


It’s a jam packed show, with some 10,000 online retailers showing up to attend 100+ speaking sessions and visit with 600+ exhibitors.


At the HP Autonomy booth we featured our market-leading Marketing Optimization solution, geared towards online retailers’ needs for attracting qualified traffic, managing digital web and mobile content, driving e-commerce, and optimizing conversion. Attendees stopped by to learn more and engage in some very interesting conversations with us.


While the conversations I had with booth visitors started with specific discussions about web content management (WCM) using Autonomy TeamSite/LiveSite or website optimization made possible with Autonomy Optimost, in many cases the discussions came around to our Intelligent Data Operating Layer, IDOL -- the OS for human information. These retailers seemed to be struggling with managing the many data types available for learning more about their customer. Especially all that unstructured data they’ve been collecting but unable to process. 


IDOL is an impressive technology, one that definitely leads to interesting discussions about web and multichannel analytics. And it’s exciting to see that “Wow!” moment when the person I’m talking with begins to grasp the power of  IDOL and what that can mean for his or her business. Showing our Autonomy Explore’s Social Awareness interface into IDOL as it monitors the social infosphere in real time certainly helps to make the concept come to life and spark the understanding about how this technology can help internet retailers and online marketers provide a better customer experience and drive top line revenue. 


For me, it was the conversations I had that were the most satisfying and interesting aspect of the event. Sure it was very rewarding to represent HP Autonomy and describe all the great solutions we have to offer, but it was equally worthwhile to listen and learn from the retailers, themselves. Almost everyone I spoke with, whether they were building a startup or small business or managing online retail for a large enterprise, struggled with having to be more productive with increasingly limited resources. So process automation or the need to rely on outside resources to drive growth was certainly a common theme. It seemed, too, that everyone I spoke with had questions about Big Data and how to manage it, how to make sense of it.


I don’t want to give the impression that the details of web content or rich media management or website optimization weren’t important, because they certainly were for most everyone I spoke with. Here, too, the issues centered around limited resources and the need for automating process. The need to give more control to the business users so that they didn’t have to rely on overburdened IT resources to drive their marketing efforts was a big part of the conversations.


Did I mention that I love having these conversations with other creative, dedicated, and passionate marketers? The learning that took place on both sides of the discussion in our booth was the highlight of IRCE 2013.

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About the Author
Henry Eakland joined HP Autonomy in April 2012 and currently works as Director Product Marketing for HP WFO Software, which provides workfor...

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