What is obvious is the difference of the format: DEMO has no panel judges, in favor of a format where the judges comment after each session. The result of this is a lot more attention directed to the companies. This is rather interesting, and attending DEMO is a bit different from attending TechCrunch 50.

I hope you read more about that later at this blog.

The first day has been great! You know it’s a great day when they people who are supposed to understand the full scope of Burts industry also are the ones asking just the right questions. So, we’ve been really excited about the quality of the questions of the people who matter the most to us. Now we’re more sure than ever that we’re onto something amazing.

Right now we’re back at our downtown San Diego hotel rehearsing for tomorrows presentation. Be sure to see us live tomorrow at 12.25 pm PST (21.25 CET).

So on wed. 23 sep at 12:25, we’ll present Rich, a campaign analytics tool focused on creative agencies. The idea is to give agencies everything they need – and nothing they don’t – on one simple report page, that answers critical questions such as “was the ad visible?”, “how long was it visible?” and “did people notice it?

Using campaign metrics to improve your campaigns thru trial-and-error is not a new concept. In fact it’s been around for over ten years. But despite this, most creatives – the art directors, copywriters etc. making the ads and that would have the most to gain from using these tools – have yet to take advantage of one the most prominent features online media has to offer.

But it’s really no wonder considering that the reporting tools were never built with these guys in mind. The tools were created to satisfy the buyers and sellers of advertising, not the creators of it.

So we thought “what if we created a tool specifically tailored for the creative agency, with metrics that makes sense for them?”. As it turns out, that made all the difference.

Basically, Rich is Google Analytics for banners and widgets. It’s third party that runs on top of ad servers such as Atlas and Eyewonder. It can be used for premium inventory or on ad networks and ad exchanges. And the installation is dead simple, it just takes a second or two to track ads with Rich.

The last few weeks have been crazy busy to get Rich in decent shape for Rich. There’s no way that we could have done it without the help from our friends at eLabs – Ruby boutique agency extraordinaire – and CP+B – our favorite agency that has not only provided invaluable feedback on how to design Rich, but also did a huge contribution to the final design. Thanks guys!

But enough talking, there is enough of that going on in marketing analytics as it is. Using metrics to improve your work is a contact sport. So get over to richmetrics.com and get your invite and start getting the insights you never thought possible, in a report you can actually understand.

Update: Just a quick clarification. The actual numbers in the report are fake.

The first thing we noticed was the impressive greeting from everyone, and how incredibly well organized everything is. Really, truly impressive! I guess that comes from running a show for close to 20 years.

Anyway, lots to do and very little time to write. I give you images instead.