Does Google know too much or do sales1.0 companies know to little?

October 31st, 2010 by

By Pat Hinds,

Interesting article in the Calgary Herald entitled, “Does Google know too much?,” about Google pushing the limits of privacy in its takeover of the web; the article is questioning whether the company has crossed the ‘creepy line’?

Examples of Google Collecting Data

• The latest development, last week, saw Google admit that it had been collecting e-mails, passwords and web addresses from wireless networks that were not protected by a password. The data was collected by Google’s Street View cars, which traverse streets across the globe taking photographs that Google uses in its mapping services.
• Its search engine stores information on what you search for online, even if you are not logged in to a Google account.
• Google scans the text of e-mails sent by Gmail users and delivers ads based on the content.
• Turn on Google Latitude, the company’s location tracking app, and it will know where you are, too.
• Earlier this year, Google launched a kind of online social network, called Buzz, which automatically connected people with their “friends” based on whom they e-mailed most often.

The goal of all this data collection that Google perceives as public domain, is to sell it to companies who want to target “specific users” with advertising that is relevant to the likes and dislikes of that user. I am not going to debate if Google is pushing the envelope of privacy, but I will suggest it makes a lot sense for advertisers to advertise only to users that would have a high probability of buying the advertisers product.

What Google is doing is validating the sales2.0 model on a large scale; they are using public domain information to help target high value accounts in order to improve the probability of sales success and lower the cost of new customer acquisition. It is my recommendation that companies adopt this approach to sales if they want to be successful in the new era of sales that is driven by customer information.

Most companies do not have the technology and resources to build a search engine, but they do have sales people that are able to collect data in a CRM. Companies that you are targeting are using the public domain applications like the internet and social networks and this information can be collected in a CRM. The data in the CRM can be mined to help target high value accounts while lowering the cost of customer acquisition.

Read more:

Topics: Business Intelligence