The SXSW Hangover. After one month, what sticks from SXSW Interactive? At the beginning of March, interactive gurus, entrepreneurs, digital thinkers, curious souls, hardcore music and film fans, and ad agencies (in all their forms) were in Austin for the SXSW Interactive sessions. Expectations were set high and a lot of us were hopeful for the reveal of what would be this year’s “Next BIG Thing”—an overused term, if you ask us, in a time when “that thing” has an expiration date so short you can feel it creeping around the corner. So how does all this sound one month after the fact? We think that the best way to answer this question is to relive the moment by reading some live Tweets from the event. However, there are a few things that should be highlighted: (1) The suggestion that cultural relevance is the new way to segment instead of demographics. (2) The fact that if we’re not learning from the users of a digital experience to feed the “Big Data” we’re all talking about, we’re missing a huge opportunity. (3) Social measurement is still undefined regarding which metrics matter the most. (4) Mobile: the “next BIG thing” last year is still BIG today. Paco Olavarrieta, Executive Creative Director Francisco Cárdenas, Director of Digital Strategy @chitocardenas