Brands have learned to treat pageviews and clicks as more valuable than long-term investments in building customer relationships, and the tech companies and advertising agencies that sell data don’t have much incentive to tell them otherwise. This is what leads to questionable practices, like targeting a group of similar customers based on a customer persona, which is a collection of data about one specific customer.
The problem is, as you’ll see in this episode, data can’t explain why a particular customer exhibits specific traits, so it can’t accurately predict whether similar users will behave the same way.
Highlights of today’s episode include:
- How user data that’s collected on one user may be used to target groups of similar users
- The difference between marketing and advertising, and how data has different uses for each
- Whether marketing should be seen as an expense or an investment
- Why the app Path spammed people via text message at 6am
- How Facebook acquired a data scraper and used it to fuel their viral growth
Links and Resources:
To purchase the book, visit YourPrivacyBook.com
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