We tend to think of security as a matter of building walls to keep intruders out and important items safe. But the fact is, walls can be breached. Even the best security perimeter has holes that can be exploited, allowing thieves and hackers to make off with valuable data.
In marketing, as in showbiz, timing is everything. Even if you know what you want to say and who your audience is, when you deliver your message can be the difference between a sale and an abandoned shopping cart.
Deep customer profiles are great, but for brands trying to reach customers who are ready to buy, the big question is, "What have you done lately?"
For many consumers, the only thing worse than a confusing product is having to call customer service to figure it out. We all know the drill: long waits on hold, constant requests for personal information, inconsistent and uncoordinated responses – all to get the answer to a question that hundreds of other customers ask every day.
Do you live within 200 yards of an oil or gas pipe? More than 60% of Americans do, but no one—not public agencies, not commercial customers, and not even the energy companies that own the pipes—could tell you exactly where defects in those pipes are. As that infrastructure ages far beyond its intended lifespan, the costs of maintaining and servicing pipelines pose a $68 billion headache for the industry and a ticking time bomb for the public.
Series note: As technologies like artificial intelligence, machine learning, Big Data and mixed reality start to blur the line between science and science fiction, some of the most exciting developments are coming from startup companies operating at the frontiers of innovation. Over the next few weeks, I'll be profiling a few of the companies chipping away at problems big and small, helping to make the future real for consumers and businesses.