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Crossing the Data Driven Chasm

George Orwell in his book 1984, depicts a society that is overseen by Big Brother. Big Brother in this case, was the government. The Government, utilizing a series of various video monitoring services, were able to control societies every move. Now while 1984 is a tale of fiction, there is some truth to what he wrote. We are entering an era of information overload so companies can create individualized experiences and build one-on-one relationships.  

The Chasm

Chasm, by traditional definition, is a deep fissure in the earth, ie. a canyon, gorge or abyss. In Geoffrey Moore’s book “Crossing The Chasm” he refers to the pivotal moment in which high-tech companies cross the marketing chasm from early adopters to widespread adoption.  

Crossing The Data Chasm

Creating the ToolKit

You wouldn’t cross the grand canyon without the appropriate tools, so why try to develop one-on-one marketing without the proper data sets? Currently on the market, there are various resources that when coupled together get you further to crossing the chasm. For example, pairing implicit data sets from Acxiom with explicit data sets from Keen.io will help you profile your audience while analyzing what they visit most on your website to better understand their interests. However, these sets together, will only get you so far and you’ll probably still fall into the chasm at some point. What this data doesn’t currently do, is offer the ability to import into a SaaS marketing technology like Salesforce, Marketo or Mailchimp, to create individualized profiles. When this can be done, we will be much closer to content personalization and crossing the data driven chasm.

Skills Needed to Cross

Data is useless if marketers don’t understand what it means. If we pack the right tool kit to help us cross the chasm, it won’t mean anything if we can’t figure out where the chasm is that we need to cross. Early adopters that are closer to crossing the chasm are the digital media and technology agencies that are experts in finding the channels, and creating interactive experiences with their audiences. There is a great data divide, however, for smaller businesses to effectively deploy the right toolkits needed to optimize their advertising efforts.

The Data Chasm continues to grow deeper as more data than ever before is being collected through sensors, wearables, tracking and more.The race to cross the chasm has begun, and what we will see happen is the puzzle pieces come together to create the perfect toolkit.  

References:

http://businessvalueexchange.com/blog/2015/07/09/open-data-drives-us-towards-the-information-chasm/

http://exelate.com/resources/news/new-iab-study-reveals-data-divide-early-adopters-leverage-cutting-edge-opportunities-in-marketing-data-but-barriers-remain-to-broader-use-of-new-practices/

https://gigaom.com/2014/05/06/5-technologies-that-will-help-big-data-cross-the-chasm/

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