By: Ajit Jaokar

Ajit Jaokar — Sat, 22 Nov 2008 15:38:16 +0000

Many thanks Jonathan! appretiate your detailed insights! kind rgds Ajit

By: jMac

jMac — Sat, 22 Nov 2008 15:18:07 +0000

Some very good insights here.
I don’t tend to split social media from mobility (although I can see exactly why you have above) and as for ‘social networks’, personally I view them as the connectivity between our social group. Social networks existed long before ‘Facebook’as we know….and I mean by thousands of years.
I agree entirely with the use of interactive channels to complement ‘make interactive’ the monologue channels.
Your article raises another point about mobile operators knowing who the customer is.
We should now start a movement of transparency and reality on this point.
1. Operators know who the billing point is registered to be – so long as its a contract play. They cannot 100% identify the customer, only the data stated on the bill.
2. If it isn’t a contract play, operators only have behaviour to go on – from SMSC/Click-stream etc – and at this juncture it is worth pointing out that the trend toward pre-pay in some territories completely ECLIPSES contract play. What then for connecting the unknown with brands?
3. Al operators have a significant inaccuracy in their data sets. Let’s be honest about this. Even on the accurate data, the silos are often not joined together…..after all, the model was/is based on billing people rather than learning anything about them.
4. Almost all of the information they have does not match the information advertisers want and need. Incredibly this isn’t front of mind just yet in wondering why the ‘year of mobile’ hasn’t happened yet. The answers are clear in my opinion…
5. I believe there needs to be at least 10k segments created so as to ensure minimal risk of irrelevance. So far, most major operators can present inventory in around a dozen, which is incredible if applied to tens of millions of people.
6. I see another 3 P’s as PERMISSION, PREFERENCE and PRIVACY (as written here: http://www.jonathanmacdonald.com/?p=1593). I believe the mobile opportunity cannot grow as much as we expect/would like without peoples permission and preferences known by ASKING rather than inferering or assuming.
7. Patterns (in your article) is a good approach BUT, the ‘gleaning’ and aligorythmic practice only reduces failure rates by points rather than moving to abolishing them by flipping the model (as in point 6).
So – in summary – great post Ajit and I like the approach of writing guidance in how we can best use this unique and ubiquitous channel. Adding some home-truths to it will justify the points even more and – I believe – add even more clarity to the way forward. There is no way back from here.

Comments on: Behavioural Data patterns: The synergies between mass media, social media and mobile media

By: Ajit Jaokar

By: jMac