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互联网给我们以海量数据。但结果是,其中多数毫无用处。2003年夏,维亚康姆公司高管梅尔·卡尔马津用了业界最流行的一句俏皮话总结了传统媒体对于互联网的恐惧。这位神气十足的前广告销售员和曾经的哥伦比亚广播公司总裁当时专程去考察硅谷最炙手可热的新贵公司:谷歌。坐在这个未来搜索巨头的办公室里,他沮丧地听着其创始人拉里·佩奇和谢尔盖·布林以及首席执行官埃里克·施密特详细讲述他们公司可以通过多种途径追踪和分析网络广告的有效性。这对商业可不是什么好事,卡尔马津心想。营销人员原本几
The internet gives us huge amounts of data. But the result is that most of them are useless. In the summer of 2003, Vikar Kamazin, a Viacom executive, summed up the traditional media’s fear of the Internet with one of the industry’s most popular witches. The imposing former ad salesman and former CBS president made a special trip to visit Silicon Valley’s hottest upstart company, Google. Sitting in the futuristic search giant’s office, he dismayed to hear his founders Larry Page and Sergey Brin and CEO Eric Schmidt elaborate on how their company can go in multiple ways Track and analyze the effectiveness of online advertising. This is not good for business, Karma Jin thought. The original number of marketing staff