This is a live blog post from the Online Marketing Summit. Interview with Keynote John Boris, CMO of Shutterfly.

 John’s Comments:

“Real time intelligence. It’s a lot more complicated and time consuming but so much more rewarding than it’s ever been before.”

“I try to install a sense of personal ownership about our money. I encourage the team to think about new ideas and make decisions about how to spend budget as if it was their own money. That accountability allows them to be more creative and more efficient than not.”

“Innovation is not just the newest thing out there and whatever is trending, it could be a new approach to something old”

“We spend the vast majority of our budgets online. Then we optimize the hell out of each of them. We have KPIs and metrics for everything, understand everything. Every month is different, every customer is different, and we measure all of that.”

“Always understand the worst performing thing you are doing. Then remove that and put that effort or budget into something else that’s performing better.” (more…)