'The most powerful trend taking shape right now? Personalization.' Local Measure's Sara Axelrod talks data ahead of her appearance at our Sydney Trend Event


It's no longer about personalised items - it's about personalised services and experiences. Image courtesy of Major Drop

In little over three weeks, we return to the inimitable Museum of Contemporary Art for our Sydney Trend Event on November 3rd. One of the panels, The Data Divide - tackling the ever-growing conflict between privacy and personalization - includes Sara Axelrod, COO of social media monitoring startup Local Measure. Here, we get an insight into Sara's day-to-day, as well as getting a sneak preview of what we can expect in Sydney. 

Can you tell us a bit about your day-to-day working life? What do you enjoy the most, and what do you find the most challenging?

I manage all of the commercial operations for a 40-person technology startup, which includes our overseas offices in Singapore, London and Miami. It is an incredibly entrepreneurial, fast-paced environment! The global element is what I enjoy most, and also what lured me to Sydney from the more insular environment of Silicon Valley. I travel regularly for conferences, client meetings and strategic partnership discussions, and I try to visit one of Local Measure’s international offices each quarter. 

When I’m not traveling, I am at Local Measure’s HQ in Sydney and spend most of my time in calls and meetings supporting my team with global client-facing strategies, driving the company’s marketing efforts, and recruiting and hiring great people to keep pace with our growth. As a global team, maintaining strong communication is critical to our success, but that means that there are a lot of late night and early morning calls. In that sense, managing teams in literally all corners of the globe can also be the most challenging aspect of my role – but I love it!

As someone that’s speaking at our Sydney event, what do you find about the region that make it such an important place for innovation? 

I moved to Sydney two years ago from San Francisco, so it’s been interesting for me to get to know the city with a fresh set of eyes and compare the startup ecosystems in both markets. There is a huge amount of interest in startups and innovation here in Australia at the moment, perhaps in part due to the decline of the mining sector which has catalysed the country to find a new source of economic growth.

For that reason, I feel like we (Local Measure) have received a lot of attention and opportunities here that may have been less accessible to us in a market like Silicon Valley, where there are so many startups that it is hard to break through the noise.

Without giving too much away, what topics, issues, trends or challenges are you excited to share with our audience at the Sydney Consumer Trend Event?

Location, location, location.

Local Measure 2

You feature on our ’The Data Divide' panel. Can you share a favourite innovation or initiative that you feel articulates the direction this issue is heading? 

Personalization is, in my mind, the most powerful trend taking shape right now. It’s something that people have been talking about for a long time but only recently, with the ubiquity of mobile devices and the intelligence of big data, are we at a point where we will start to see experiences meaningfully tailored to individual preferences at scale.


TrendWatching's 2016 Consumer Trend Events head to Singapore (27 Oct), Sydney (3 Nov),Chicago(10 Nov), London (16 Nov) and Amsterdam (23 Nov). Ready to unlock and experience the trends set to shape 2017 (and beyond)? Find out more here.