Tagged 'consumer data'

Would you give up your shower and shoes for your mobile phone?

Posted by Glenn Pingul on November 30th, 2011 at 1:23 pm

A flushing toilet in exchange for Facebook? Air conditioning in lieu of Angry Birds? Ranking a list of your most appreciated items is no easy task but when the London Science Museum asked 3,000 British adults to do just that, the results were astonishing.  Only four items ranked above Facebook in terms of appreciation – sunshine, the Internet, clean drinking water, and a fridge – and the mobile phone came in at number ten, ranking just below a flushing toilet!
There were some other shockers as well, including a push-up bra beating out a freezer and painkillers ranking higher than fresh fruit and vegetables. But outside of creating a few gasps and giggles, what can we really learn from this? The appreciation for an Internet connection, Facebook, Email, and mobile phones/smartphones shows the degree of influence that the digital world is having on our culture. As more people shift their behavior in favor of what the digital world has to offer, e.g. a two-click Black Friday purchase from your iPhone versus lining up in front of Target at 4 a.m., sending a neighbor a Facebook message versus knocking on their door to invite them... Read more

Taming the Consumer Data Beast to Drive Relevance and Results

Posted by John Nardone on October 20th, 2009 at 12:00 am

Back in July in this Behavioral Insider article, Laurie Sullivan brought up what has been a vexing roadblock along the path to success in online ad targeting: how to manage the vast amounts of consumer data that can be collected by cookies and ad tags.
While there are many ways to deal with this thorny issue, the fact is it's not really a question of storage and CPUs, but one of analytics. When you think about the issue of data overload, the challenge is identifying and leveraging what is relevant to your campaign from what is dross. But this is a very subjective process: a publisher will have quite different criteria for relevance than an individual marketer
The suggestion of creating standard definitions for relevance is a very publisher-centric view. Standards are great when you're trying to sell impressions, but less so when you're a marketer trying to obtain unique audience segments. A standard criterion for relevance of an automotive segment, for example, might be all adults aged 18-35 who have visited an auto site in the past 30 days, but for an individual auto marketer, it may be that only those who have visited a specific competitor in the last five... Read more