Update: Data Intelligence the new king?
By Jason Moriber • Jun 24th, 2008 • Category: Strategy & PlanningClickZ reports today on IAC’s new demographic-segmentation called “audience cube” that builds on layered data, offering a richer understanding of their audience and how to position ads for these new segments. Data parsing/layering must continue to get smarter in order for web-properties to retain current, and gain new, revenues. It feels like the long-tail, but acts like the big-spike.
The analysts/consultants, real people, are putting these “cubes” together using their collective smarts vs. relying on the data solely to sell their inventory. Google has tons of data, will they follow suit?
Jason Moriber is a veteran product/project/marketing manager, underground artist/musician, and online community developer, Jason expertly builds/produces/manages clients' projects, programs, and campaigns.
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[...] Just yesterday I was asking what will Google do in response to the competition, et voila! Today they’ve announced “Ad Planner”. The obvious difference between the Google approach and the competition is Google provides the data to the user and let’s them dig through and decide how and when to let it inform the user’s ad-buying decisions. Google has always been a DIY effort, seeking the long-tail of revenues from so many users. The competition are seeking the bigger fish. If reports show that Google’s click-ad revenues are remaining flat (this one from Feb, 08) can this be the difference maker? Or, like most business these days, will the big fish really be the only fish worth catching, and those fish seek experienced assistance, not just a pile of data. [...]