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Jim Flint

Jim Flint Founder & CEO

Exclusive Blog Posts

Have you got on the VR bus, yet?

Have you got on the VR bus, yet?

  In a world where the internet sells cars, and videos are a huge part of this - have you got on the bus of using Virtual Reality to sell vehic…

So What is A Dealer Processing Fee?

So What is A Dealer Processing Fee?

At one time or another, we have been asked by a customer "what the dealer processing fee is?" to which most everyone would give a different …

Hampton Inn Long Island/Commack

Hampton Inn Long Island/Commack

At A Glance:   A hotel with contemporary and sleek design, Hampton Inn Long Island/Commack is conveniently located nearby business areas and attra…

The Impact Time has on the Customer Experience

The Impact Time has on the Customer Experience

    Michelle Denogean from Roadster discusses their research on time and customer satisfaction.  How have you found ways to redu…

Be a Healthy Service Team Leader

Be a Healthy Service Team Leader

Service managers and fixed ops directors, this one is for you. Anyone who has had a role in service management knows how lonely it often is. You&rsq…

Shopper Beware: How Big Data Moves Buyer Beware Down Funnel

Both Grant Cardone’s book, “Sell or Be Sold” and Daniel Pink’s book, “To Sell is Human” remind me of the idea that sharing an idea or concept involves selling.

On the sales front, OTT may arguably be the word of the year for sales and marketing professionals. Other nominees include Digital Retailing and Actionable Analytics. Previous winners for marketing phrases of the year include “selfie”, “programmatic” and “QR Codes”, but I digress.

Let’s take on OTT for a moment and consider how it influences industries and consumers alike. In recent meetings with various OTT vendors, I find they speak more and more of one-to-one modeling. In a related way, direct mail and e-mail companies are offering up an IP address that follows through down to specific households in order to complement their direct mail efforts.

AT&T U-verse for example--through the combination of set-top box data from cable and phone information--pretty much has a data warehouse of intelligence. And they are promoting one-to-one advertising. I just wonder how that works out though? Let’s say AT&T signs national deals with Chevrolet, Ford, and Toyota. Meanwhile, a consumer—based on these HOT new statistical models—comes in and identifies a consumer as an SUV buyer.

What’s next?

Do we end up with a Ford SUV spot, a Toyota SUV spot and a Chevrolet SUV spot all in the same two-minute break? 8 times a day for the next 90 days. Shopper Beware. Shopper Beware for certain.

Also, how do we keep this accountable from an advertising perspective? Reporting from AT&T could be the answer, but in terms of more accountable media enterprises—think AC Nielsen or RL Polk for a moment--those business models are being replaced by real-time, one-to-one promises.

The vertical integration of phone companies into the advertising space is exciting from a data perspective and simultaneously just a little bit disconcerting. Be wary of the false promise, the quick wedding and the low levels of accountability inherent to this promise. It doesn’t much sound like a match made in heaven when the outcome portends to bombard the ultimate buyer with more bottom of the funnel advertising than they could reasonably stand.

 

 

 

 

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