Guest post from Kurt Peckman, Program Director, IBM Business Analytics
Follow Kurt on Twitter: @kurtpeckman
(Following is a except from the closing remarks in the recent case of People v Creepy Marketing Tactics)
The Honorable Judge Judy and Members of the Jury:
In an earlier blog, my distinguished colleague asked, “Ever get that feeling you are being watched… or worse yet, followed?”
Ladies and gentleman, the prosecution is trying to paint my client – the ill-timed marketing offer – as creepy.
Simply stated, my client has been misunderstood. And, after my closing arguments today I believe my client will be completely exonerated of all charges.
The prosecution based his argument on the fact that, “You’re browsing for a pair of shoes one moment and the next moment… BAM… a convenient ad …bombards you.”
Do you realize the amount of marketing creativity that goes into building marketing offers, such as a flash-based game? Or the struggle the sales staff endures to sell said game to wholesale outlets? And let’s not forget the effort required to monitor all the social channels to help R&D monetize their products?
How do we really define ill-timed? The best offers are leveraging business rules and other decision management elements to ensure those browsing the shoe “aisle” online are not invited to play any weird games or subjected to strange offers.
Another example cited, “Have you noticed what happens when you have added a product to your online ‘shopping basket?’ Next thing you know, you have a couple of ads telling what else you SHOULD be interested in.”
Again my client has been misunderstood. As I demonstrated with numerous witnesses, the ill-timed offer is based on very creative (and proprietary) predictive analytics called the “Most Often Model” – most often purchased together; most often mentioned in a social network; most often ordered on a rainy day.
How can you disagree with the Most Often Model dubbed “MOM” for short? MOM knows what you want. Don’t argue with your MOM.
The gentleman “from the suburbs” also claims “many people complain [ill-timed offers] border on the creepy, if not annoying.” That’s just poppycock. Ill-timed offers have a tinge of annoying in order to optimize the dual creepy and creative nature of the ad itself. If nothing else, the ill-timed offer makes you take notice, right?
But I digress. I hope you find it in your hearts and future purchases to see that my client, the ill-timed offer, is not creepy. No, it is, in fact, the result of using poorly made analytics solutions like those developed in North Carolina.
They are the true guilty party. Offers made using IBM business analytics, including the use of business rules, predictive models, and optimization actually makes these offers quite creative…and very much “right-time.”
Thank you and have a nice day.
At the time of this post the jury was still deliberating and no verdict had yet been reached.
This debate will rage on at the upcoming IBM Connect (#IBMConnect) conference (January 27–31 in Orlando, Florida). IBM is helping organizations create better customer engagement experiences, and also help them transform into a social business, embracing social media, collaboration and analytics technologies to drive tangible business value and results.
I will be on hand to make sure my client gets a fair trial and to show how ill-timed offers are made better using IBM Decision Management. In particular, by refining offers with business rules, predictive analytics, optimization and especially input from the social business, we can all keep ill-timed offers out of the courts.
For more information:
· Attend my session at IBM Connect (Tuesday, Jan. 29 from 10:00-11:00 am), “Creepy or Creative? Providing that Personalized Web Experience”
· Learn more about right-time offers by reading, “Building Better Customer Relationships One Interaction at a Time”