In a consumer centric universe, people navigate the world as they please, picking and choosing the information, programming, and products.  Now companies have to understand people if they want to orbit around their wants, needs, and values.   I choose the information, entertainment, and products I like.  I avoid advertisements I don’t like with things like TiVo, MP3, and blogs.

I like kayaking, philosophy, and the music of Frank Black.  The company that bares this in mind can stop wasting their time and money trying to sell me stuff I’ll never buy.  If you really want to win my heart then give me a heads up when Black is touring New York.   The difference that is going to make a difference is the quality of information.  Emmott says, “A commoditized market will push business intelligence up-market in terms of deeper analysis and accurate information.”  

Tom Davenport predicts that companies will ultimately compete on analytics. “Marketing is clearly becoming more analytical, more data based.  Analytics determine if a marketing approach works or not.  This is the primary reason web-based marketing is taking off – because it is addressable,” says Davenport.  Bill Gates, the chairman of Microsoft, foresees an era of “live software” with the launch of the new advertising-supported Windows Live and Office Live.  This is in direct response to Google who sells more adds than any television network.