NONE: Re: ONLINE-ADS>> Juno reference in Ad Bytes
Re: ONLINE-ADS>> Juno reference in Ad Bytes
Bruce Segal (besegal_at_juno.com)
Tue, 22 Jul 1997 10:46:44 EDT
About Juno, Derrick Robinson wrote:
>[edit]
>"Juno also has an options feature on the tool bar where juno members can
>update their profile at any time. These profiles are frequently checked
>to help maintain an accurate data base."
Derrick:
This is exactly what I'm referring to when I say Juno's demographics
may be unreliable. The member profile is self-reported and Juno
provides users no value incentive to report information accurately. In
fact, the profile asks things like how often do you buy books, computers
and other products. This strongly suggests that if you report buying
those things you'll receive lots of banner ads for products in those
categories. Other demographic surveys do a better job of giving
respondents value in exchange for accurately reporting some demographic
information. (For example, see some of the recent cookie threads.)
I suspect that in order to avoid Juno's ads, people (I'd love to
quantify the number) under-report their buying habits in the profile.
After all, Juno's value-pitch to get members is "E-mail is meant to be
free." To its members Juno's unique selling proposition is free cost,
and not great deals on products you use plus free e-mail. So, I suspect
some Juno members do not want the ads and will try to avoid them by
providing false demographic information.
As a marketer, the next question for me is, how do I value the access
to its members Juno provides me, with this limitation in mind.
Bruce
Bruce E. Segal, Esq.
P.S. That Juno frequently checks the profiles to "maintain a accurate
data base" does not eliminate false reporting.
____________________________________________________
For correspondence, send e-mail to: BESegal_at_Juno.com
For immediate response, call: 215-413-9155
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