May 25, 2007
By: <a href="/about">Hamish Rickerby</a>
Poor Analytics
Boots! What are you doing?
I'm a dude. I don't want to look lovely.
This really irks me. As part of my day job I perform IT system selections. One thing I know a little bit about is BI/campaign management/analytics software. It isn't too hard to run a marketing campaign, and choose your messages based on the gender of the person you are trying to entice to purchase your products. Another option is choosing a subset of customers to market to - SELECT * FROM customers WHERE gender = 'f' might have excluded me.
Companies that don't utilise their data well are just wasting an incredible important resource, and potentially creating a bad customer experience.