GE’s Andy Markowitz Discusses the Race for Accountability in an Era of Transformation

September 1, 2015

Andy Markowitz, General Manager of GE's Performance Marketing labs, believes we are currently operating in the Age of Transformation and Accountability, rather than the Golden Age of Marketing. "I see marketing as being accountable, and through accountability, you build relevance and value — internally and externally. Technologies are evolving so fast and we are now moving beyond the 'test and learn' pahses to a place where digital is creating opportunities to reach true accountability with marketing spend."

Andy broadly describes Digital Marketing as "a quest to connect people, ideas, places, and machines to personalize and customize user experience." He adds that "the yield is micro relevance for macro impact." He's also quick to note that we often think that marketing has gone digital, while, in fact, it is business as a whole that's gone digital. He cites how Uber, Facebook, Alibaba, and Airbnb carry no inventory, but are simply about value creation.

(Please download the full PDF of this article at the link to the right.)