• by Gavin O'Malley , Staff Writer @mp_gavin, May 23, 2013

Does consumer behavior drive technology or does technology drive consumer behavior? Having shepherded 1-800-Flowers.com through four waves of technological change, president Chris McCann still doesn't know the answer, he admitted to OMM DDB attendees on Thursday morning. What McCann is certain of, however, is that the "veracity of data is ever increasing," and companies planning to survive the next wave of tech innovation need to foster a "culture of analytics." Clarifying the name of his morning keynote, "Data is Not a Magic Bullet," McCann explained: "Insights don't mean anything unless [marketers are] using them correctly." As such, 1-800-Flowers is “constantly optimizing content and creative based on what’s working and what’s not working,” McCann said.