Michael McMahon, founder of Quick Ops, during a panel at OMMA Performance in San Francisco on Monday explored ways on how to marry email and social. He says Google had the correct idea when it launched Google Wave. Other companies can tap into a similar model. You make an offer to a core group of people, similar to Google Wave, and give them the ability to invite five friends to the group.

But can you understand consumer intent? The tons of available data aimed to make it easier, but some believe it has complicated campaigns. Murthy Nukula, founder and CEO at Adchemy, says there are about 900,000 available "intent" categories from which marketers can choose. These categories are related to mobile and progressive marketers.

Converting the masses: what's the basis? Once consumers arrive at your side, how do you best engage with them in their language? Jon Ingalls, CEO at TrackSimple, says measure everything. While at AOL the mantra was that you might not need the data now, but you could later. Murthy Nukula, founder and CEO, Adchemy, says 2010 will become the year of fundamental relevance. strategies to maximize relevance are the same to maximize conversions. four rules lead to higher conversions. Not everyone reacts to the same message. Look for continuous, not discreet. If you have multivariable testing tools your engaged …

You've heard of real-time search. Well, marketers will need to get closer to real-time marketing, according to Dan Neely, CEO and founder at Networked Insights What do marketers need to think about today before they can build the industry of the future? They will need to understand: Social will become as important as search. Consumers will take friends with them as they move across the social networks they participate in. Leverage social data across all platforms.

David Shor, principal at Quillion who moderated the panel Monday on marketing at OMMA Performance, predicts that within five years the data agencies and the great creative houses will become the winners. It will be the "great creatives" who will cause the needle to move.

Marketers need redundant reporting and tracking metrics? It makes agencies feel more comfortable, according to Mary Huffman, executive vice president, Ionic Media. Really? That's one comment that stood out during the panel at OMMA Performance on Monday geared toward marketers. This might be the first time I've heard "redundancy" integrated into a business plan makes sense. Is this the cost effective solution? Dax Hamman, vice president of display media at iCrossing, couldn't have disagreed more. He says marketers need to recognize who is driving attribution from the organization and take responsibility for the performance.

Marketers have begun to look at agencies and ask for performance-based compensation methods. Mike Pugh, vice president of marketing at j2 Global, says his company has begun to offer this service. Mary Huffman, executive vice president, Ionic Media, sees performance opportunities in media that wouldn't have traditionally allowed the new avenues. Frances Friedland, senior marketing manager at Vail Resorts, relied on long-lead campaigns until their customers started changing booking habits. Trying to following more than just the sales, some of the success metrics now include cost per engagement. She says the goal is to use display and search advertising …

Consumers want to view ads if you give them the opportunity to pick the ads they view. That's according to one panelist during the "Data if the Name of the Game" panel at OMMA Performance in San Francisco Monday, who also says in the same breath that most consumers don't understand cookies and retargeting ads. Okay, guys, what gives?

During the "Data if the Name of the Game" panel at OMMA Performance in San Francisco Monday, president and chief executive officer at eBureau revealed a recent conversation with a Google employee who said 90% of the folks that go into Google search to plan with the transparency tool inform the targeting engine rather than opt out.

Interesting takeaways from Young-Bean Song, senior director at Microsoft Advertising Institute, at OMMA Performance. He says the brand dollars will follow the metrics, not just the click-through rates, but traditional like reach frequency and GRPs, a unit of reach. One GRP is the equivalent of reaching one person once. Marketers must go beyond the last click in the ad to measure performance. Marketers who don't will start at the purchase funnel and end up with a whole bunch of conversions and nothing else.