• by Mark Walsh  @markfwal, November 3, 2009

In a world where marketss value audience and techology is a key to operating efficiency and data is the key currency who wins and how do they do it? There's no simple answer, but Siegel offers a few pieces of advice:

-focusing on audience data/data intelligence -the ability to combine art and science in meaningful way. "Ultimately we're an industry of ideas, one wont displace the other," says Spiegel. He adds that sophisticated, custom ad programs online will look more like trad advertising than expected

-Recognizing and catering to underserved markets "I am amazed at ow many people tell me their key market is Fortune 50 and big agencies," he says. Siegel points out that Googl has thrived by serving the mid- and long-tail.

-Understanding how tech solutions impact the business not just media; how can they help me generate sales from my client's perspective?