Re: Embedding links in email
CHRIS BRANDLON WROTE:
> That's only part of the problem. DoubleClick also is
> using these cookies to track user behavior unrelated to
> the ad in question. All the "anonymous" profiling
> solutions I am aware of rely on surreptitious data
> collection. While the model is fine for the ad servers
> (after all, they have no customer relationship with the
> end users they are spying on), it is bad business for
> advertisers and Web publishers. Serving collaborative
> filtering-enabled ads to your customers and site visitors,
> without notifying them that their behavior will be
> tracked across the Web, is not a good customer
> relationship strategy.
It seems to me that the real issue is whether
individual information is provided to a third party in
a non-anonymous fashion.
Several other issues arise from collaborative
filtering. One is that the marketer is a prisoner of
their own assumptions about the prospect. Unless they
continually randomly test the general universe of web
users, even the best adaptive filters will only narrow
the focus of the advertising, and possible miss many
markets.
The second is that it is built on an underlying
assumption of scarcity. Since the incremental cost of
educating one more prospect at your website is so low,
and the profit on a transaction is so high, the ad
manager who is using the internet should be considering
how to expand the universe of click thrus at almost any
cost. Comparing the cost per lead of a traditional
print campaign, for example, to an internet campaign,
is a mistake.
--
Brad Jensen brad_at_elstore.com
President
Electronic Storage Corporation Tulsa OK USA
918-664-7276
LaserVault Report Retrieval & Data Mining
www.Laservault.com
Received on Wed Mar 01 2000 - 10:54:23 CST
