Pierre DeBois

How Third Parties Can Hurt Your Marketing Analytics

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T Sweeney
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Re: Bloated data
T Sweeney   2/21/2017 11:27:35 AM
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I think it also merits stating explicitly that datasets are often scrubbed, massaged and otherwise made to look better than they really are for a consumer or a client. This isn't a topic I've seen addressed much til Pierre's blog here, but we need to become smarter consumers/recipients of the data being offered us, and by association, its conclusions.

T Sweeney
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Re: Bloated data
T Sweeney   2/21/2017 11:25:04 AM
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Money changes everything, right? And I've got less of a problem with that if it's also accompanied by the transparency and disclosure of Nascar patches.

 

SaneIT
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Data Doctor
Re: Bloated data
SaneIT   2/21/2017 8:19:48 AM
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I know there have been jokes about making politicians wear sponsorship badges like auto racing team.  Maybe this isn't such a silly idea anymore.  If we have more corporate influence now we should be looking at why it is growing and how it influences individual politicians.  Again the transparency issue isn't likely to address this so it would be interesting to see if we could get regulations put in place to keep elected officials working for the individuals.       

Zimana
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Re: Bloated data
Zimana   2/20/2017 4:05:34 PM
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The association is indeed amazing in terms of scale.  The business community has had this for a while, but it is also a by-product of the personalization trend. By using personalization strategues, marketers have established brands as having the same values as their customers.  When Trump ran, and introduced extremes - immigration, racial commentary, etc. - businesses that supported Trump had to decide their association. We probably would not have seen so much debate about affinity if Trump had loss.  His business history introduced a spotlight, one that certainly has implications for analytics.

SaneIT
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Data Doctor
Re: Bloated data
SaneIT   2/20/2017 8:43:29 AM
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@ T Sweeney I like that observation it is SEO for analytics.  It wouldn't be surprising to see this morph into an SEO like industry of driving marketing for analytics metrics.  "Use these three KPIs to double your sales to Trump supporters."  I'm still a little taken back that we're doing so much association of a company with a political party or a single politician.  At the very least this feels like a conflict of interest.

Bernardaze
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Prospector
Re: thanks
Bernardaze   2/20/2017 6:23:10 AM
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Thank's Pierre Debois for this news !

Bernard

T Sweeney
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Bloated data
T Sweeney   2/18/2017 1:58:27 PM
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Let's call this phenomenon what it really is: Analytics spam. Or maybe SEO for analytics, since money's involved to inflate numbers and results and make something look more successful than it really.

But like spam, the quality is abysmally low. Ask anyone who's ever used one of Twitter's paid followers programs.

SethBreedlove
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Data Doctor
Re: thanks
SethBreedlove   2/17/2017 3:55:27 PM
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Sometimes 3rd parties/competitors do this on purpose.  Fox example when marketers want to test a product a single store they try to keep it a secret because if competitors can launch other sales in the area that will skew the data.  The same thing can happen online as well. 

Bernardaze
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Prospector
thanks
Bernardaze   2/17/2017 12:51:22 PM
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Thank's Pierre Debois for this news !

Bernard

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