Is Interactive the Future of Advertising?
Consumers today understand that marketing analytics have a place in their lives, particularly in personalizing their shopping experiences and recommending relevant products and services. Unfortunately, even the best analytics can go bad, especially when they don’t see the bigger picture. We’ve all encountered the online ad that missed its mark and wouldn’t go away, despite Read More…
Owning the Customer Experience
There’s a meme making the rounds that highlights how new economy companies have turned the traditional ownership model upside down. It points out that the world’s largest taxi company (Uber) owns no cars, the world’s soon-to-be-largest hotelier (Airbnb) owns no properties and some of the world’s largest media companies (Google, Facebook) own little if any Read More…
So You Want to Be Disruptive? Not So Fast.
Sometimes, it feels like businesses know us better than we know ourselves. We let Facebook pick our friends and Twitter filter our news. Google knows where you’ve been and Uber knows where you’re going. All of this customer knowledge is driven by data analytics tools, but even the best analytics can get off track if Read More…
Let’s Talk About the Weather
Or, as they like to say in Boston these days, let’s not. Weather has been the topic of conversation in much of the United States lately, for better or worse. As a record-breaking winter comes roaring to a close, New Englanders have at least found some measure of consolation in the fraternity of their fellow Read More…
Driving with Daisy
The imminent arrival of the connected car has had me looking at data-driven marketing in a new light. Google has already introduced an early version of its driverless cars for testing, and Tesla could have a driverless auto on the market before the year is out. Apple too is rumored to be entering the fray. Read More…