Is datamining Twitter conversations worth it?

What started with a piece by David Berkowitz on MediaPost (registration required), on Ten Ways To Decide If Your Business Should Tweet, has turned into an interesting conversation about using Twitter to support a brand, and especially about measuring those efforts. This conversation has been primarily through this lengthy post from earlier today by Marshall Sponder. …

Is the 1-to-1 future here yet?

Fifteen years ago a single book changed the course of marketing. The 1-To-1 Future had been released by the consulting duo of Don Peppers and Martha Rogers. I was fortunate to hear Martha speak in 1994, as she toured heavily to promote the book’s revolutionary paradigm. (Although we never met, I am to this day …