International Commerce International Marketing Internet Advertising Internet Economy Internet Media Internet Prod. Commentary Online Advert. And though a rose by another name may, in fact, smell as sweet, a technology without a clear and commonly understood name is difficult to talk about.
Clear definitions enable understanding, which leads the way to the adoption of new technologies.
So if we are serious that optimizing the value of customer data is critically important, we had better invest some energy into understanding what we are all talking about. As in any nascent marketplace, we see a lot of businesses seeking differentiation by coining new terms or revising and reusing older terms to describe their initiatives. To engage in any sort of useful conversation about customer data analysis, we first have to establish a common lexicon. Therefore, in an effort to provide some clarity, I am going to suggest some general meanings that will allow me to make distinctions among the many sorts of services arising on the scene. As always, I welcome reader input, whether in agreement or opposition.