Consumers & Advertisers
Kevin Werbach of The Wharton School and Board Member of The Future of Advertising Project explains the gap between how advertisers perceive themselves and what customers really think. In the past, even though advertisers thought they were providing a service, customers sometimes felt tricked. Now, digital is providing the tools for them to meet in the middle. Data can help advertisers become more useful. However, they still need to be aware of what it can't tell them.
“The best companies are the ones that know what to do with the data, and also know what the data can't tell them.“
Kevin Werbach is an Associate Professor of Legal Studies at The Wharton School and the founder of Supernova Group.
- Published July 2011