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Mashups
15
Mar 08
“All the President’s Men” + Beastie Boys “Sabotage”
If only our liberal media could somehow find the strength to channel this vibe…
28
Sep 07
Re-Use of Google Maps (and others) Data
I just saw a screencap of an online mapping application and I started thinking…
Online map providers know starting addresses, destination addresses, and the route that the driver subsequently printed out. There's some good marketing data in there, especially if one wanted to make a heat map for advertising locations and such.
Maybe that's why Google is involved in automobile mapping solutions…
06
Jul 07
Adventures in Psychographics, Demographics, and Direct Mail Marketing
When I worked for Saturn (at a local retailer) I was dismayed by the Automobile Dealers' idea of successful marketing. The typical ploy went like this – go to your marketing firm, pick a geographic area, set a range for desirable credit card scores, refine the population list by score, design and drop a mailing, and go. The typical mailing promised some kind of schmeeke, where you got some worthless trinkets or a chance at winning a car (which I'm sure was run in a fair and transparent manner) and maybe, maybe, some small percentage of the people walking through the front door would buy a car. See, the point of the advertising wasn't to find people who want to buy a car – the point of the advertising was to increase floor traffic. The standard maxim is that you can close (get someone to agree to buy 33% of the time). So, if you get 300 people through the door, you should sell 99 cars. If you want to sell more cars, you need to get more people through the door. Supply side economics at it's finest.
The whole arrangement seemed wasteful to me, and I was sure the better information was available that could be used in different ways. In my position as Financial Services Manager, I maintained my own databases, and often manipulated the data to reveal trends that might normally escape notice. In looking at these, comparing it with what I had observed in my interviews with customers, viewing credit reports, and aggregated loan and credit bureau information, an increasingly clear profile of our customers became clear.