Where is the Puck?

As we do more and more things online, we leave more digital real-time data trails. Especially when we actively participate in generating content on various websites (writing blogs, participating on social networking sites, using online chat or VOIP, using GPS, scheduling meetings online), but also if we just passively post our personal profile on various websites. The data trails combined from various digital sources will create “massive universe of metadata” (see: Jan Chipchase, article in Harvard Business Magazine), which will have important privacy implications, but it will also present great opportunities for marketers. According to Jan Chipchase, for example, we will be able to figure our where the greatest concentration of our target demographics at any particular point of time is, and not only that, but also we can read their current emotions… so we can create and place our ads accordingly… Wow, this is great! No, wait, this is actually scary!? What do you think? Anyway, the trend is almost here… Click here to read the article in Harvard Business Review Magazine.