All posts by john.merakovsky

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Can machines deliver the ultimate customer experience?...

My immediate reaction on hearing CEOs talk about delighting their customers is to cringe. As true delight is so rare, this catchphrase largely comes across as inauthentic. But when companies get it right, the impacts are incredible. I recently went back to a Sydney hotel I used to frequent...

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Digital manufacturing – the next revolution?...

It’s not clear who first coined the phrase, “if you aren’t paying for a product, you are the product” but it clearly applies most appropriately to Facebook. This year, the company is on track to achieve revenues north of $6 billion dollars, all on the back of the data...

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Back off man, I’m a scientist: Advice on the use...

It’s en vogue these days for statisticians and business analysts to refer to themselves as ‘scientists’, which is fine —as long as such people bring a scientist’s mindset to the task. “Our business is infested with idiots who try to impress by using pretentious jargon.” So said David Ogilvy...

Read More Back off man, I’m a scientist: Advice on the use of ‘big data’
Facebook data: be careful what you ‘Like’...

Any doubts about the value of the pile of data upon which Zuckerberg sits, were dispelled for me last month with the publishing of a short research paper by Michal Kosinksi and colleagues from the Cambridge Psychometrics Centre in the Proceedings of the National Academy of Sciences. The study...

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Year of the Snake puts the squeeze on ad tech...

Recent data suggests that the aggregate success rate of online advertising is around 0.1%. With the amount of data, contextual content targeting and real-time technology now available to us, I would suggest this amounts to a massive failure in our industry. Hundreds of millions of dollars are being invested...

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Recommendation engines: What’s in Pandora’...

Every year I return from Christmas shopping trips saying the same thing: Never again! Why do I subject myself to the crowds, the queues and frustration when I can do the entire thing from the comfort of my keyboard? Yet every year I, like millions of others, masochistically return...

Read More Recommendation engines: What’s in Pandora’s Box?
Keeping the mobile consumer on the radar- what the fut...

The age of hyper-relevant messaging is upon us, with more mobile capabilities translating to greater marketing capabilities. Mobile is exciting because it offers capabilities that previous marketing mediums haven’t. As companies start to comprehend its potential we will see a shift from replicating web-based ads to creating mobile-specific campaigns that are...

Read More Keeping the mobile consumer on the radar- what the future holds
The rise of m-commerce...

Mobile is set to become a significant channel for commerce as retailers rush to enable mobile capabilities and track spend. M-commerce could prove to be a godsend for modern retailers. Not only does it offer an additional platform on which consumers can buy goods and services, but it also provides unrivalled levels...

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Digital wallets becoming a reality...

Mobile technology is making significant advances, replacing routine parts of our lives with one-touch solutions. Mobile developers view everyday tasks and items as major chores. They ask; why have six cards when you can have none? Why go to the shop when the shop can come to you? Why...

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As Big Data gets hot, the temperature rises on data se...

In response to a New York Times article published last month about the data collection practices of Axciom, eight members of US Congress have opened an inquiry into the data broking industry. Letters of inquiry have been sent to nine leading industry players (including my company Experian), asking for...

Read More As Big Data gets hot, the temperature rises on data security
As Big Data gets hot, data geeks become cool...

Recent estimates put the rate of consumer data capture at about 800 new records per person per day. Consider the metadata describing one simple mobile call that is, the information about the call, not the information within the call. The telco stores the caller and receiver IDs, their locations,...

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Parallel channel marketing and the duplicate data dile...

Our recently published whitepaper, “The Future of Multichannel Marketing in Hong Kong”, identified a major disconnect between marketers and consumers. Nearly half of all consumers surveyed told us they feel overwhelmed by communications from brands and as a result, many are disengaged. However, 85 per cent of brands think...

Read More Parallel channel marketing and the duplicate data dilemma