Two years ago I was helping my sister plan her wedding so my internet search was full of brides dresses, table ornaments and party gifts. After two years I keep being bombarded by the same type of products regardless if I unsubscribed from most of those brands a while a go. The same happen wit other temporary interest that I had in the past the have become part of my Internet profile big collage of purchases preference that are now completely irrelevant to my real life.
With the whole debacle of FB and Cambridge analytic, now more than ever, we are extremely suspicious of marketers and what they know about us. And even if Brand teams are rightly obese with data trends and measurements optimization they cannot forget that if the consumer is first so it is the accuracy of their data, besides my demographics I have serious doubts of the accuracy of what they know about me. Brands need to take a hard look to the quality of their consumer's data without over simplifying it. And start by making an effort to understand the consumer's journey from all angles.
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February 2021
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