The amount of companies tracking all of our online movements is really astounding. There are literally hundreds of companies building profiles of us, all for the purpose of selling those profiles to advertisers.
In today's interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and DIGIDAY found a significant majority of marketers in North America used data to enhance their ad targeting efforts. – eMarketer
The way that businesses market is directly related to their beliefs about people. If you believe that people don't know what they want, you don't ask. Instead, you track everything they do and run algorithms in attempt to figure it out.
If, on the other hand, you believe that even if people don't know what they want they do know what they want to accomplish, you talk with them and attempt to get to the heart of the matter.
The challenge? Time and cost. [Read more…]