Wearable technology is poised for exponential growth over the next three years, but the value of this technology to marketers will depend heavily on the rules for how the data will be gathered and used. As this is a burgeoning area, industry groups are not yet ready to tackle the topic , but I thought I'd propose some ideas for how data from wearable tech could, and should, be utilized.

I've accumulated perhaps dozens of identities across various social platforms over the years. I use the same handle -- maxkalehoff -- on all of them, though the persona I present is nuanced across each platform and norm. Here are my major ones and their purpose:

My fourth book is called "Z.E.R.O.," although it was originally meant to be called "Socialdipity: Serendipity in a Social World and a Social Age." The idea behind socialdipity was really twofold: 1. We are social animals. We thrive on interactions with, and connections between, other people. 2. Social media has allowed us to fulfill this social want or need -- and in some cases, created experiences which otherwise were not possible.

"How many signups did we get last week?" he asked. I flinched inwardly, then told him, anticipating the inevitable. The inevitable was, of course, what I got: dismay, anger, blame. "We have to hit our targets for the month," he raged, "because I have no way to explain it to the board if we don't. Do whatever you have to do." I did what I had to do. I beefed up AdWords spend. I sponsored Facebook posts. I promoted YouTube vids. I got the signups. And then I had to explain the cost per acquisition.

Albert Einstein once said the definition of insanity is "doing the same thing over and over again and expecting different results." If you've been involved in digital marketing, and specifically the agency business, for any length of time over the last 20 years, you've probably felt this insanity at least a few times. The agency business is in a transition period right now, from one that is manual and idea-driven to one that is more automated, enterprise-solution-oriented and data-driven. We're seeing efficiency and technology brought to the buying process, the creative process and other areas where inefficiency has been bred, …

As I write this column, I'm wrapping up an immersive five days at SXSWi 2014. Following are some observations from the Austin-based event that keeps growing and everyone seems to be talking about:

The Oscars are well and truly in the history books. Especially so because of the Ellen selfie, using a Samsung Galaxy Note 3. And perhaps a little due to a Coca-Cola-branded pizza box, and a mangled Broadway star's name. But let me ask you this: Did any of it matter from a marketing perspective?

I was pretty hoity-toity last week. I talked about existential crises, communicating who you truly are, finding those people who resonate deeply with you and forging a joyful connection with them. I spoke about the communication being a dynamic relationship, about alignment and culture, about values, and filters, and worldviews. But sometimes things are a lot simpler than that.

If you're headed to South by Southwest Interactive this weekend, as I am, there's a very good chance that you're complaining about it. It's too big and corporate. It's full of -- shocker! -- marketers instead of geeks now. It's been impossible to get housing downtown unless you're willing to sell a kidney on Craigslist. The Driskill Hotel won't be fun for late-night drinks anymore because some sports marketers have taken over the whole place. You know the drill.

The Urban Dictionary defines "glasshole" as "a person who constantly talks to their Google Glass, ignoring the outside world" or "someone who has early access or is in possession of Google Glasses, and flaunts them around like a jerk." These definitions are spot-on. I hope all of us who are parents are raising our kids in the right way, ensuring we don't raise a generation of glassholes.