Placing Bets on Consumer Action
Peter Sells Keynotes - The keynotes by Peter Sells focus on marketing behavior and shifting attention from traditional data...
After creating an app that would track this information, the marketing guru noticed that there was a group of people who knew more (trainer, stable girl, jockey, owner) and a group of people who knew less (gamblers) about the horses being bet on. This shift in attention can be described as changing from a focus on conventional data to live behavioral data.
The same can be applied towards modern marketing strategies. In the words of Peter Sells, "it is better to take live data and feed that data back into a business plan in order to understand which bets to place instead of coming up with a big idea, selling it to a client and placing one big bet."