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April 14, 2017No Comments

From Insight To Action

Today you hear alot about big data, but is anyone really using it to create business actionable intellegence?  In today's fast paced social market marketers should look at customer behavior from different perspectives and understand behavior both in the past as well as in the present to drive positive results in the future. Understanding the historical, recent and as-it-happens customer data helps the marketer to create relevant and truly compelling offers that drive conversion in the moment. In other words, don’t give customers a reason to leave the site. 

In order to go from the deluge of data to actioable ideas it is important to understand the differences between historical, recent and as- it-happens customer data.  In the retail world it is critical in order to move forward from gathering insights to taking meaningful action on those insights. 

I start with the Four R's of Data Relevance:

  1. DATA RECENCY How current is the data from the time of the event and how important is it to know what is happening immediately?
  2. DATA RETENTION How far back does the data set go and how critical is it to know what the history of the data provides?
  3. DATA RICHNESS How much information about the visitor profile is available and how does this help the decision-making process?
  4. DATA REALIZATION How will the data be used or consumed? Will it be used to develop reports, dashboard or drive marketing programs? Will it be consumed through APIs, or extracted for used in a data warehouse?

The Four R’s become important to the online retailers as they adopt digital intelligence to drive results. 




From Insight To Action via @jpenabickley

April 14, 2014No Comments

ON: The Live Banner

Over the years I have been ambivalent about the banner, in the early 90's I was all over it, then by 97 I was done with it, when we started this up tick to Web 2.0 in 2004 I was back in it with rich media.  Every time I about to give up on the banner, someone comes up with something
to makes me change my minds. (call me a flip, flopper but the banner is back and users do respond to them.)  Last week, it was Apple’s
extension of the ‘I’m a Mac’ campaign into an interaction
between skyscraper and banner to take a swipe at Vista.

This week, it’s
a clever little exercise for LIVE news
and entertainment website SOL. Rather than selling static banner space – because, let’s face it, who clicks on
those any more – three copywriters took turns updating the space with messages
relevant to whatever news was appearing on the homepage at the time.

Apparently, it runs off a pen tablet and a custom publishing tool via
Flash Media Server, and over 1000 unique ads have been created since the launch
of the campaign.
For our part, we think this is very, very smart – how much
more likely are your eyes to be drawn to something connected to the content
you’re actively seeking out? Top marks Mediafront, and a can of Red
to those long suffering creatives.

ON: The Live Banner via @jpenabickley

April 14, 2014No Comments

ON: Behind Dibs Film Fest Big Idea

While the idea
was simple - The Dibs Film Festival was not an easy production.

As many of you know I
gave birth to this idea at TracyLocke, then in between gigs (my move to
Wunderman) I spearheaded the digital, broadcast and out of home
creative along with writing styling of Snack's Jennifer Leuzzi

There were many production and technical partners involved.  Some of
those partners were great.. and others not so great.  MTV was a great
media partner. As expected they have delivered eyeballs, buzz and
clicks. Where they fell down was their digital technology production.

Dibs Film Festival Players
Brand Conversation Strategy, Experience Design + Writing = BlueFusion
Retail Strategy & Creative, Account and Project Management = TracyLocke
Flash Interface Development & Banner Advertising = ID Society
Site Technology + Hosting = MTVN's Digital Fusion Group - outsourced to Reality Digital
Widget Technology & Distribution = Gigya

Here is a soft copy of the Expereince Design document I commonly refer to as the temporal specification.

The you add in Flash Production partners ID Society and technology partner MTV's Digital Fusion Group who outsourced their work to Reality Digital in CA.  Widget distribution duty was Gigya - who as usual delivered a superb piece of technology called Wildfire.

All managed by talented account group at TracyLocke in Dallas - BlueFusion delivered cohesive digital creative that was guided by a temporal specification that was supposed to be implemented by the ID Society and MTV's Digital Fusion Group / Reality Digital.  In the end what became clear was that the choice of Reality Digital for anything more than a video mashup up tool
creator was a mistake. 

When the deal was done MTV Digital Fusion group
was supposed to be able to  be a backend partner for more than the
video mashup tool but for the entire site. (video editing and sharing,
Sweepstakes, Widgets)  In the end the site was launched.  But to date
many pieces of the sites functionality were not implemented.  Look at
the temporal spec and see which pieces were left out of the equation.

ON: Behind Dibs Film Fest Big Idea via @jpenabickley

October 29, 2013No Comments

Re-imagining the Affordable Care Acts’s Insurance Exchange

Right as the U.S. government shut down on Oct. 1, the new national health-care exchange went live at healthcare.gov. The digital platform was intended to faciliate 48 million people who want to buy health insurance under the provisions of the Affordable Care Act.  In the first week nearly 9.5 million people visited HealthCare.gov but only 0.04 percent of them actually enrolled in a health plan through the site. Now after 3 weeks nearly 20 million Americans have now experienced the broken HealthCare.gov website first hand.


From Screens that don't load, to long waits via Web chats and disconnected databases the site is one of the most public technology SNAFUs in recent history.  It's important to note that Healthcare.gov isn’t just a website; it’s supposed to be a platform for building health-care marketplaces. Visiting the site should be as easy as it is to purchase car insurance or even purchasing a flight from Kayak.com

After hearing President Obama’s press conference and conducting an initial heuristics examination of the exchange platform, we decided to put the politics aside and unite our networks of digital professionals to help the administration fix and improve our government’s healthcare exchange.

I invite you to take action and join me and our all-star panel of digital design, user experience, and technology thought-leaders who will share their insights and ideas on how - together - we can improve the https://www.healthcare.gov digital experience for 48 million uninsured Americans.

Mark your calendars: On Thursday, November 7, 2013 at 1PM EST via a Public Google Hangout we will share what we have found and give concrete ideas on who this digital platform should be in service to the american people.


Research & Information Sources:


Video & News Coverage:




Re-imagining the Affordable Care Acts’s Insurance Exchange via @jpenabickley

April 14, 2013No Comments

ON: Joost – Its Here

The much awaited release of Joost if out!

I was introduced to Joost with an invite several months ago (nope i do not have any left).  Once I began path to discovery - I was hooked.  Here is how it works...  It takes the power and breath of the internet and combines it into TV.  Joost is the closest I’ve seen so far to the real thing.

ON: Joost – Its Here via @jpenabickley

October 16, 2012No Comments

The DNC Mocks Romney Tax Plan With Faux Website

Screen Shot 2012-10-16 at 11.26.51 AM

Just try and click on that "Get the Details" button.  Its a blast! check it out at http://www.romneytaxplan.com/

The DNC Mocks Romney Tax Plan With Faux Website via @jpenabickley

March 4, 2012No Comments


Screen Shot 2012-03-04 at 1.13.17 PM

Calling all artists, booking agents and promoters!  Beatswitch enables to manage all of your bookings & events in one place.  Just got in on this Beta and i am loving the minimalist design and functionlaity.

Interested in getting in on the Beta?  Sign up here

Beatswitch via @jpenabickley

January 2, 2011No Comments

on: 2011

Happy New Year!

Screen shot 2011-01-02 at 11.35.13 PM

Thanks for all of your views, comments, retweets and support in 2010. My blog is pretty useless without the your enthusiasm, ideas, tips and exceptional work. Thanks for your support in 2010.  Here's to a very social 2011!

on: 2011 via @jpenabickley



Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

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