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The state of B2C Marketing (kind of) - Infographic (sort of)

Steve Olenski
Master Principal Sales Architect

Title got your attention? Expecting to get the definitive story here? Good. You clicked. You’re here. But what’s the payoff? Well actually not much. Just an infographic (sort of) below with the source attributed to eBay that allegedly shows what people buy by state on eBay. And I’m not talking about state of consciousness.

It’s a popular story on Mashable, gothamist.com, and even across the pond at MailOnline where I first saw it.

However it’s not mentioned in a search of eBay press releases or blogs. It’s not on the eBaydeals blog. It doesn’t even come up on a quick Google news search.

ebay mapNot only that, but the Reddit community has been asking questions. Things like why there are no duplicates. The New Jersey populace’s proclivity to purchase men’s fragrances. Plus that pesky eBay firearms policy that negates the New York results.

So what’s the lesson here? Before you go off and create a strategy based on the latest infographic, consider the source and scale of the data.

There are plenty of folks throwing shiny objects into the marketing pond hoping you will take the bait. But before you bite, take the time to learn how you can use a higher quality data to drive your marketing efforts.

Consider the power of combined first party (private) data like Digital Body Language, second party (semi-private) data bought and sold by companies, modeled data (persona and look alike), and third party (public) data for targeting, segmentation, engagement, and conversion.

Why is this important? Remember what they coined as one of the original geek acronyms when computers first came on the scene: GIGO. That stands for “Garbage In. Garbage Out.” But if you get it right, it’s no longer data sludge, it’s a data party.

Read Winterberry Group’s Going Global: Programmatic Audience Development Around the World to learn more about the cutting edge of data management and activation on a global scale.

Well we’ve spent about an hour trying to figure this thing out and writing this post, but unfortunately we need to get on with real business. If you find the real source of this story, please leave a comment.

In the meantime, here are some messages from our sponsors: “Buy our list! Actionable numbers to back up any strategy – now available on spreadsheets! Would you like an infographic with that?”

Image sources: Mashable & wp.streetwise.co

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