Thoughts on BrainTrust Query/RetailWire Daily Discussion
What are the limits to customized marketing approaches? Do consumers ultimately want more varied (less predictable) ads? Does customer data analysis ultimately lead to overly predictable ads?
The article is spot on in many aspects; however, the conclusion that customer analysis will drive predictable ads is off base. Analysis is a tool and a very important tool for marketing and advertisers to use to drive communications. Marketers and Advertisers need to work with the Insights team to drive the insights in a relevant direction to inform marketing strategies and interesting creatives that will capture their target and connect with customers.
Julie Bernard was 100% correct, analytics need to be used in conjunction with judgment. Analytics should be viewed as a way to objectify decision making not as the decision itself.
Kurt Seemar, President Analytic Marketing Innovations
Braintrust Panelist http://www.retailwire.com/profile/180223/kurt-seemar
RetailWire http://www.retailwire.com