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How the Customer of 2015 Changes Our Analytics Priorities
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Re: Influence of information online
  • 10/23/2014 7:43:55 AM
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@David That must have been a horrible surprise. Specially since it was one of the most special occasions in your life. Hope you were able to change hotels and find a nice place to stay. Last December I went on vacation to a hotel I had already stayed at several years ago. It was really good at the time. But unfortunately this time it was a nightmare. There were bugs in the room and the bed linen was stained. We couldn't even open the door to the small seating area outside. We got the room changed but checked out the very next day and drove home. But the food was really good just like on the previous occasion. So I guess with time the rooms have got neglected. The review I would have written on the previous visit would have been vastly different from the one I would write today.

Re: Influence of information online
  • 10/22/2014 10:41:08 PM
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@SaneIT, that reminds me of a similar recent story. I went to a now=popular website that allows you to check what people are paying for a car in your area and get an instant quote from local dealers. I did it. Contacted the dealerships that responded to my quote. But ended up buying from another dealer who beat all the other quotes. For WEEKS, I still received calls from every dealership involved, INCLUDING the one I bought the car from (their digital salesguy was different from the showroom salesguys, and obviously their systems were not connected).

Re: Influence of information online
  • 10/22/2014 2:36:22 PM
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The vacuum cleaner itself had very good reviews from around the world. But since the service was not good I decided not to buy. 


@Phoenix- Depending on which review you read, the place I went on my honeymoon was a bug infested at trap not fit for humans or paradise on earth. It is so common. People just get mad and need to vent. And they also have revenge fantasies. 

I think that's why such a large percentage of customers want to be online influencers. They want to "bring down the man" or be "kingmakers."

Re: Influence of information online
  • 10/22/2014 7:18:28 AM
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There are lots of other examples, I bought a truck a few years ago, the day after I bought it I started getting advertisements from a handful of auto dealers in the area.  I guess walking into a dealership put me on some kind of list but it didn't go so far as to say that I also purchased something while I was there.  One example of where it works though is when you buy a house, everyone who offers any kind of in home service, sells appliances, furniture, etc sends you a congratulatory note with some advertising.  The difference is the first example has competing businesses trying to get my attention the second has complimentary businesses trying to get my attention.  

Re: Influence of information online
  • 10/21/2014 2:44:03 PM
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@SaneIT, that's a great point. For all of the good marketing being done out there (did I just say that?!) based on analytics and automation, there is still a lot of bad, old-fashioned, wasteful marketing being done --- largely because people pay for it (not because consumers under the age of 75 respond to it). That even trickles into digital marketing. The one example that's often come up here is the one where you buy something on Amazon or somewhere else, and the next thing you know, you're getting ads in your gmail for that very same thing. Don't they know I already bought that!!?? Would love to hear other examples...

Re: Influence of information online
  • 10/20/2014 7:15:19 AM
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@JamesCon, I am aware of that search bubble, how SEO is used for advertising and I know that just because I find it for myself it doesn't mean that someone out there didn't do a good job of putting the information out there for me to find it.  Part of my point is that marketing groups should be looking at how they put information out.  I get bulk mailings and bulk email that for the most part I ignore because it is not something I was looking for.  If something comes up a few months after I get a bulk mailing ad from a company I don't go back to that mailing, I just know that someone out there is offering what I want and I start looking for the best place to get it.  If they could manage to put the information in front of me during that search it would actually mean something to me.

Re: Influence of information online
  • 10/19/2014 4:49:42 PM
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The ability to get quick answers will keep people brand loyal, and introduce customers to new brands where they may very well purchase. I'm not sure I'm brand loyal on everything and am thinking that smaller purchases are more convenience and price oriented. If my favorite brand is not available or out of stock, I'll quickly move on to another company. So the importance of the efficient supply chain is great.

Re: Influence of information online
  • 10/17/2014 10:39:31 PM
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@James You are right about that. People have very different perceptions about the same thing. The incident where the resturant owner put up a customers bill online when the customer didn't leave a good tip is a good example of how different people think and react. I suppose you have to really research on many platforms before making a purchase decision. Online reviews alone cannot be trusted.

Re: Influence of information online
  • 10/17/2014 10:32:22 PM
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@ David That is very true. People do tend to write reviews when they hate or love the product. When I looked up reviews for the vacuum cleaner I wanted to purchase, many were written by people who had got frustrated with the service the company provided. The vacuum cleaner itself had very good reviews from around the world. But since the service was not good I decided not to buy.

Re: Influence of information online
  • 10/17/2014 5:17:51 PM
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Better and more useful information was available on the internet a few years back. 

Since then, everyone from restaurants to the Fortune 500 has learned the importance of SEO, positive reivews, managing your online reputation, etcetera. Which means you have to take everything you read with a grain of salt.

The useful information is still there, it's just buried under a mountain of data from people with an agenda, so it's harder to find.

The solution is to find sources you can trust in certain fields.

 PC

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