“On the internet, nobody knows you’re a dog.” This adage began as a cartoon caption by Peter Steiner and was published by The New Yorker in July 1993.
It became extremely popular. Indeed it has earned Steiner over $50,000 from its reprinting.
But this points to a problem. We marketers extol the powers of personalisation, the merits of relevancy, targeting, customisation, segmentation. We love to really understand our customers, have deep insight and consequently deliver relevant messaging and engagement.
But what if our customers are not who they say they are? What if we really are real-time retargeting a Labrador?