Big data is a big deal, make no mistake about it, but it’s probably not as big a deal as it’s going to be eventually when we really figure out how to make good use of it. For now, we have this muddled middle where we understand the value of the data, but most organizations […]
Pregnant women are incredibly valuable to marketers. For example, if a woman decides between Huggies and Pampers diapers, that’s a valuable, long-term decision that establishes a consumption pattern. The average person’s marketing data is worth 10 cents; a pregnant woman’s data skyrockets to $1.50. And once targeted advertising finds a pregnant woman, it won’t let up.
Just because a metric is easy to capture doesn’t mean it’s the right metric to use.
It’s like the old adage about the drunk searching for his keys. One night a policeman sees a drunk scouring the ground around a streetlight so he asks the drunk what he is looking for. The drunk says “I lost my keys,” and the policeman, wanting to be helpful, joins in the search. After a few fruitless minutes combing the area, the policeman asks the drunk “are you sure you dropped them here?” “Not sure,” the drunk says, “I have no idea where I dropped them.” “Then why are we searching under the street light?” asks the policeman. “Because that is where the light is,” the drunk replies.