Have we lost the art of understanding data and interpreting key intent signals?
Harvey Sarjant, managing director UK, sirdata.com certainly thinks so. Writing exclusively for ExchangeWire, Sarjant explains why intelligent data modelling will allow brands to reconnect with the entire consumer decision-making process.
Procter & Gamble’s recent close shave with a batch of bad data has, fortunately for them, turned out to be an amusing marketing mishap. It could have been much more serious and brand damaging however.
When Gillette, which is owned by Procter & Gamble, sent out free men’s razors wishing the recipient a ‘Happy 18th Birthday’ and a warm welcome to manhood, it was received by a middle aged mother of three daughters, a 48 year-old man, and a 19 year-old woman. Clearly not the specific target audience they were aiming for!
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Lindsay Rowntree