Russell Perkins, ICG
Post by: Russell Perkins, ICG
In a speech at the D2 Digital Dialogue conference yesterday, a top Macy’s marketing executive, in a true “I’m mad as hell and I’m not going to take it anymore” moment, made the following statement:
“Consumers are worried about our use of data, but they’re pissed if I don’t deliver relevance. … How am I supposed to deliver relevance and magically deliver what they want if I don’t look at the data?”
This question speaks directly to the larger issues facing the publishing industry today: how to make money in a world where today’s consumer wants everything … and nothing. Consumers want their content free of charge, free of advertising and free of tracking. And what do content providers get in return for all this freedom? Well, freedom from revenue.
