Converge: Transforming Business at the Intersection of Marketing and Technology -- Copyright -- Contents -- Foreword -- Introduction -- I: Converge = Marketing + Technology -- 1: The Collision of Media, Technology, and Creativity -- Media -- Technology -- Creativity -- Building the Renaissance Organization -- The Five Principles of Convergence -- Convergence Catalysts -- 2: Next-Generation Storytelling -- The Death of the Mad Man and the Birth of the Creative Technologist -- The Democratization of Creativity -- Collaboration: Chief Creative Becomes Chief Curator -- Brands as Services -- Convergence Catalysts -- 3: Data-Driven Experiences -- How Obama Used Data to Keep the White House -- The Road to Marketing Utopia Is Lined with Columns and Rows -- How Targeting Is Failing Consumers -- Executives Fail to Prioritize Targeting -- The Road to Better Targeting -- Convergence Catalysts -- 4: The Cloud -- Grasping the Cloud -- From EC2 to the Royal Wedding -- Fast, Cheap, and in Control -- A Tsunami of Data -- Clouding the Cloud Issue -- Convergence Catalysts -- 5: Marketing Is Commerce, Commerce Is Marketing -- The Store Is Dead, Long Live the Store -- Retail's Challenges -- Toward a Single View of the Customer -- Roads to Innovation -- The Moosejaw Model -- Convergence Catalysts -- 6: Media -- How the Fickle Consumer Uses Media -- The Upfronts -- Just Because It's Digital Doesn't Mean It's Fast -- Imagining Brands as Publishers -- Convergence Catalysts -- 7: Ubiquitous Computing -- What Is Ubiquitous Computing? -- The Home, Connected -- The Self, Quantified -- How Business Can Respond -- Convergence Catalysts -- II: The Road Map -- 8: Creating a Religion around Convergence -- The Convergence Mantra -- Find Your Visionary -- Turn Outward and Workshop, Workshop, Workshop -- Build a Big Boat -- Write Your Road Map.

When Telling Your Story, Think Right Brain and Left Brain -- 9: How to Change Your Organizational Structure -- The Rise of the Chief Digital Officer -- Bottom-Up Solutions -- Create Cross-Functional Project Teams -- Create New Roles within Both the Marketing and IT Functions -- Employ Internal Account or Relationship Management -- Establish a Collaborative Culture -- 10: How to Change Your Processes -- 1. Change Measurement and Establish Objectives -- 2. Change Planning -- 3. Change Budgeting -- 4. Think Like a Software Company -- 5. Change Incentives/Compensation -- Personal Goals -- Pay -- Review Process -- 11: Achieving Convergence through Agile Methodology -- Individuals and Interactions over Processes and Tools -- Working Software over Comprehensive Documentation -- Customer Collaboration over Contract Negotiation -- Responding to Change over Following a Plan -- How We Use Agile -- Another Benefit of Agile Lies in How It Facilitates Communication -- How to Get Started -- Convergence Catalysts -- Getting Religion around Convergence -- Changing Your Organization -- Changing Your Processes -- Adopt Agile Methodology -- Final Thoughts -- Glossary -- Acknowledgments -- Index.