Detail No Hiding Place; Personality, Social Media and Marketing   Oleh:  [s.n] Jenis: Article from Bulletin/Magazine Dalam koleksi: The Economist (http://search.proquest.com/) vol. 407 no. 8837 (May 2013), page 74. Topik: Direct Marketing; Consumer Behavior; Market Research Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.76 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel In America alone, people spent $170 billion on "direct marketing"--junk mail of both the physical and electronic varieties--last year. Yet of those who received unsolicited adverts through the post, only 3% bought anything as a result. Which might, in the modern, privacy-free world of sliced and diced web-browsing analysis, come as something of a surprise. Marketing departments gather terabytes of data on potential customers, spend fortunes on software to analyse their spending habits and painstakingly "segment" the data to calibrate their campaigns to appeal to specific groups. And still they get it almost completely wrong. According to Eben Haber, the problem is that firms are trying to understand their customers by studying their "demographics" (age, sex, marital status, dwelling place, income and so on) and their existing buying habits. That approach, he believes, is flawed. What they really need is a way to discover the "deep psychological profiles" of their customers, including their personalities, values and needs. And he and his team think they can provide it. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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