By Norm Johnston
Adapt or die is absolutely the twenty first century mantra for company. Authors Norm Johnston offers tips on how one can undertake an Adaptive advertising and marketing version to make sure you aren't merely ready for this new info international, but additionally successful opposed to either conventional opponents and new disrupters.
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Additional resources for Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company
The creepiness factor kicks in when we realize that our innermost actions and thoughts are being watched and collected by someone else. ” We are faced with being closely watched and perhaps judged. ” Only once we understand what is actually happening and that we may greatly benefit from the use of our data does the creepiness begin to go away. I clearly remember 25 years ago when I called American Express and a rep answered, “Hello, Mr. ” It was disconcerting, and I looked around my house for cameras or some other way they could have known who I was.
Netflix and Amazon are staunchly data-driven organizations that are leveraging their data prowess to disrupt, among other things, the motion picture and television industries. When Netflix in early 2013 plunked down $100 million for two seasons of House of Cards and beat out all the other networks—including industry visionaries such as HBO and ShowTime—most people were shocked and more than a little dismissive. But after launch (to critical acclaim and audience traction), it became clear that Netflix knew something others didn’t.
And the company knew it because it had gathered a vast trove of data. Netflix knew about users and their viewing habits and preferences; in addition, where available data was too imprecise to be useful, it created vast new data sets to categorize content in far more granular and useful ways than had been possible previously. This allowed Netflix to recognize the strong correlation between the House of Cards project and the interests of a specific but substantial potential audience that intuition alone had seemingly missed.
Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company by Norm Johnston