Have you heard about how they catch monkeys in Thailand? You just can't get around the laws of physics, even in a web-centric virtual world. So don't get caught in the monkey trap: Let go of the bright red ball of banner advertising -- before it's too late.
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The news that AOL bought Time/Warner caught a lot of people off-guard. After all, Time/Warner is big, TENS of millions of customers, a major studio, magazines, TV and cable networks. We're talking real clout! It's amazing that a company that defines big international media conglomerates could be acquired by one that wasn't even a blip on the radar six years ago. Roy summarizes AOL's rise and gives you some advice: Keep your eye on Case and AOL.
Flashback: We were going to collect a myriad of data to build a scientific direct marketing machine. Tailor each piece of mail to an individual's desires by statistical modeling. But all that testing didn't improve what previous direct marketers had learned by trial and error. Criteria that were relevant decades ago still apply today. Before taking the online primrose path of targeting, keep in mind what data matters. The reality is that behavior matters most, and certain behaviors more than others.