That guy, in yellow, send him our ad.
Revenue Science, one of the leading players in the business of targeted advertising, gathers information about consumers and then sells it to marketers. According to the company’s “file” on me, I’m a “hip homemaker” who probably trades stocks and buys expensive clothes and boats.
Actually, I’m 24, single and I live in a cramped New York City apartment where my television sits on top of my refrigerator. I sometimes dog-sit for extra spending money and have never bought or sold a single stock. As for luxury boats, the closest I’ve come to one most recently was during a run past a yacht club in St. Petersburg, Fla., three years ago when I was an intern at a newspaper there. >>Full Story
Thoughts// Great piece from the WSJ on how Behavioral Targeting can sometimes get it wrong. A lot of us are using targeting techniques to increase the return on our display advertising and of course the sales rep says that they are very accurate…why would the rep lie?…but maybe they are not as accurate as advertised. Check with your own rep for details. Either way, a nice reminder that not all of your impressions are going to the target demo / audience. Plus, a good overview on the theory and techniques of BT.
Thanks to Traci for finding the article…
2 Comments
September 28, 2008 at 1:42 pm
I love this article. I am very vocal about the flaws of traditional CRM and targeted marketing, particularly in travel.
When we built roadescapes.com (formerly known as the RoadTrip Wizard), it was with the notion that you are potentially different every single time you travel.
WHO you are traveling with has a big impact on your choices. Often WHAT you like to do drives WHERE you go, versus the other way around. WHEN you are traveling can often narrow your choices and HOW you travel (e.g by car versus air or by motorcycle or RV) have a big impact on your choices.
We believe you need to be able to select your “electronic twin” for THIS trip (e.g. traveling solo, as a couple, as a group or a family) and that the WHY you are traveling and whether you are taking your pet on this trip or your aunt who has bad knees and can’t do much walking, impacts what we should recommend.
Bravo for giving such a great visual on one-to-one marketing. Don’t try to figure out who I am today. Just ask me……
Chicke Fitzgerald
Founder and CEO Leisurelogix
November 10, 2008 at 8:36 am
[...] Mistaken Identity at Revenue Science – a personal report According to the Rev, Science “file” on me, I’m a “hip homemaker” who probably trades stocks and buys expensive clothes and boats. Actually, I’m 24, single and I live in a cramped New York City apartment where my television sits on top of my refrigerator. I sometimes dog-sit for extra spending money and have never bought or sold a single stock. As for luxury boats, the closest I’ve come to one most recently was during a run past a yacht club in St. Petersburg, Fla. [...]