• by Joe Mandese  @mp_joemandese, July 25, 2012

OMMA Data and Targeting “Organization” panel moderator Joshua Koran used a good metaphor to prompt his panelists to explain what they really want from data and data integration.

“If you had asked people what they wanted before the car came out they would’ve said, ‘A faster horse,’” Koran said, turning to his panelists and asking them what they actually wanted, citing examples like “GRPs” and “viewable impressions.”

“It feels like centimeters of movement,” chided Norm Page, founding partner of Same Page Capital.

Richard Notarianni, executive creative director of media at Euro RSCG NY, said the movement is actually coming from inside the big agency holding companies, whose managers see potential revenue streams from integrating more skillsets into their mix.

As a result, he said, agencies have been restructured and that more diversified skillsets, such as “UX people” are beginning to show up in planning groups.