Whether you build or buy, it's getting to the point where having a mobile site is going from comp advantage to a  missed opportunity, according to 360i emerging media head David Berkowitz at pre-lunch panel looking at metrics and measurement on the mobile side. A key is to look at what kind of traffic you have coming to the site through mobile; the more that traffic grows the more important is to have a mobile-optimized site so visitors keep coming back. "Scale is here and demand is quickly coming," said Berkowitz. Steven Goldstein of mobile Q&A service ChaCha highlighted tailoring …

Theresa Lamontagne, managing director of analytics and insights, MEC North America: "Years ago when I started at BBDO, you'd never see a researcher at a new business pitch.  Now it's common" Luane Kohnke, senior VP, managing director, analytics and accountability, R/GA: "We're bringing media planning back into the creative house."

What can marketing do now – right now! – to join the social revolution, or improve their existing efforts? Go test a few markets, says Steve Latham, CEO of Encore Media Metrics. “Market testing!” he enthuses. Pick a couple of markets or products, focus on growing them through social, and look at the response you get. “Focus on content,” says Adam Cahill, EVP Media Director, Hill Holliday. “Fans are meaningless unless they do something with your content.” Also, “Always have a learning agenda,” Cahill suggests. Who are you trying to reach with your social initiatives? What are you currently doing …

Jonathan Mendez, founder & CEO, Yieldbot: stop thinking about social campaigns and start thinking about the socialization of all your online properties.

OMMA Metrics keynoter Yuchun Lee of IBM says listening is key to business success: "Listening will mean make and break in your business...and also save your marriage."

OMMA Metrics keynoter Yuchun Lee of IBM: $1 trillion is spent on marketing annually and "98% of that money is wasted, but we don't know where."

The new marketing paradigm should be easy to digest for any brand used to telling the truth, letting customers steer the wheel, and making sure every ad message is at least as valuable as a tangible service. For everyone else, the new standard is likely “a very scary thing,” says this morning’s keynote speaker Yuchun Lee, Vice President and General Manager of IBM Enterprise Marketing Management Group Unica. “In the old days a company could spend enough money to control what consumers think about a brand, according to Lee. “That paradigm is going away,” he says. “Companies have to tell …

A nice note in emcee Judah Phillips' opening remarks - the Monster Worldwide exec helped set up www.analytics4japan.com, a site created by people in the digital analytics and research community that has raised $1,685 in nine days.  The donations go to the Japanese Red Cross, International Medical Corps, Unicef, and Save the Children.

In an afternoon keynote, Prof. Joseph Turow, of the Annenberg School of Communication at the University of Pennsylvania, laid out a scenario where online users become increasingly anxious and disconcerted about the social stratification they find on the Web based on personalized offers and content some people receive and others don't. In other words, the split between those who are targeted and those deemed in industry parlance as 'waste' will become more apparent and lead to growing social divisions. Targeted ads and offers will increasingly become status symbols in the digital age, defining online reputations. How to forestall this …

Clue consumers into the information gathering game that marketers and publishers are playing or prepare for a serious backlash down the line. That's this afternoon's big warning from Joseph Turow, Robert Lewis Shayon Professor, Annenberg School of Communication, University of Pennsylvania. "This may well raise the cost of getting [such] information," says Turow -- but it will be worth it in the long run. "People are going to get more disconcerted and angry," as they learn that tangible benefits -- in the form of coupons, discounts and the like -- are going to specific groups of consumers based on tracking …