Lessons From the Facebook Fiasco
If the goal is about increasing targeting accuracy — while not pissing off a great number of people — then it is obvious that Facebook must tighten up its grip on data governance. Like most other data players like us have been doing all along.
Facebook will remain as a powerful force in the market. With or without precision targeting, it’s the biggest billboard in the world. Let’s just say that I didn’t sell off Facebook stocks because of all of this. But if Facebook really wants to benefit human collectives like it used to say in the beginning, lots of significant changes are warranted. And I think that subject is for other forums, not here.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at email@example.com.