December 20, 2006

Marketing to Algorithms

Data mining and modeling is integral to our everyday lives. Many everyday behaviors, conversations, and transactions can be tracked. Max Kalehoff points out in his piece that models need to be much more multidimensional in their approaches. He says:

This concept is terribly important to marketers that must now rebuild their consumer decision-making models. The old linear decision models are becoming irrelevant, and must be replaced with new ones that incorporate not only overt word-of-mouth behaviors, such as face-to-face discussions or online consumer discussions, but all behaviors that create halos of metadata, which algorithms process, mediate and disperse to others.

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