Description

When David Sable’s ninth-grade daughter wanted to write a paper for American History class about an African-American slave, they learned only two books had been written about him. The library had neither book but Amazon had both. David bought them. For the next two years, Amazon sent email messages to David about African-American history. If Amazon had known the purchase was for his ninth-grade daughter, they could have served up much more relevant information for years. Amazon made assumptions based only on purchase data. How do you understand the customer’s motivation? There’s plenty of data, but the truth is there is only a small amount of information that is valuable to a marketer in driving a customer to a better purchase.