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Organizations can be viewed as resources, decisions and actions, as processes and work flows and as social networks, collaborations and communications. With the latter perspectives in mind, social capital has become an increasingly important aspect of the knowledge based view of organizations, business networks and industry clusters. As such, it certainly has an impact on management. |
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Behavioural Targeting misses Mark
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EMARKETER: Despite the concerns of some consumers and privacy advocates, marketers have defended behavioral targeting on the basis that Internet users would prefer to look at relevant advertisements and offers. But a study from researchers at the Annenberg School for Communication, University of California Berkeley School of Law and the Annenberg Public Policy Center reports just the opposite. "Contrary to what many marketers claim, most adult Americans (66%) do not want marketers to tailor advertisements to their interests," according to the paper. "Moreover, when Americans are informed of three common ways that marketers gather data about people in order to tailor ads, even higher percentages— between 73% and 86%—say they would not want such advertising." Respondents showed somewhat more interest in receiving personalized discounts and news, but still, less than one-half of Americans wanted any tailored Web content at all. That was true of consumers in every age group—even young adults ages 18 to 24 were more likely to say no to behavioral targeting than to accept it, except for discounts. My thoughts I'd like to understand if the cited behavioural targeting studies go beyond marketing. Certainly my experience working in a complex carrier services environment is that a vastly improved experience for customers can be achieved by behavioural monitoring and targeted content/workflows, than simply serving a user with relevant advertisements and offers - discounted or not. This causes me to wonder if the behavioural targeting has been considered within the context of the post sales online customer environment (logged in): access to support information about anything from a specific product or section FAQs; to " how to read my bill" - based on real time analysis of both the individual user in question, and/or aggregated user level (wisdom of the crowds). For example if a user has to refer to billing support every month and the "understand my bill" portlet rises ot eh top of mind to become easily accessible rather then being buried 3 levels down, how can this improvement in the overall experience be validated/measured? Translating behavioural targeting across community based search (more meaningful results driven by what other people like me are searching for) or even incorporating it into forms for order capture (user tailors specific product configuration - next steps in a form are based on hitsorical user behavious, and can adapt in real-time) are a far cry from advertising yet are proven to contribute to a positive & intuitive user experience, lowering support calls and improving retention rates via aimproved customer satisfaction. And isn't retention a marketing practice? So does this mean that behavioural targeting is solely a marketing function, or is acquisition marketing simply one phase of the entire end-to-end online customer lifecycle? So what do we make of the EMARKETER results?
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