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RE: Attention Economy, Internet Enabled Retailers and Hypertargeting
Very interesting post ...nicely done. I only have one comment around hyper targetting. It is very innovative and as you state, extremely decent return on investment for marketing. The only thing I find is that they fail to identify an 'unusual' consumer pattern and frequently continue to target based on a one off event for a lengthy period. Machine Learning may be one way of utilizing big data to identify when 'NOT' to hyper target to a consumer... in other words identify the anomaly and suppress any related campaigns for that specific consumer . So in that sense it can still mature more. Hope this makes some kind of sense.
Excellent comment thanks @themagus . I fully agree with you. I have been in IT for many years and the rate which machine learning is progressing these days, we will be able to do exactly this, in the not to far distant feature. And again, the attention economy will force this, as more and more people will become pissed off with the massive amount of SPAM which will cause a bad reputation for the company targeting the customer. Reputation and Attention Economies is working hand in hand with this.