The Data Is Upon Us, Now What Do We Do With It?

According to Accenture, “the new high ground for data services is not in location-based apps. It is in a kaleidoscope of context that adds up to rich user experiences.”

Technet, which pointed me to the Accenture study, mentions as a good example of a service that is busy marrying content to context. is a direct marketing tool that hotels can use to identify potential guests in real time and communicate with them one-to-one.

I just signed up for and it looks like anyone, not just hotel proprietors, can use the service. For instance, the service shows me that @ClicksIM is headed to Portland for #searchfest.

If I owned a restaurant or brewpub or taxi service (or had one as a client), I could welcome this person on Twitter and invite her to my place of business.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.