A couple, two, tree years ago I predicted the trivestiture of Google. It will still happen but perhaps not for the reason I initially thought. One of the businesses that will spin off will be an analytics business. The more the cloud powers the world, the more data actions are recorded. And I’m not just talking about purchases, I’m thinking mobile apps, geo-location, word capture in texts, searches, likes, LOLs, picture tags, etc.
Big data allows a lot of this now, we just don’t have the tools to use that data. HubSpot is a dashboard company that offers rudimentary analytics, but they don’t do much more than offer reports. One of my first big clients AT&T once told me, “It’s not enough to capture data, you need to do something smart with it.” Google has the scientists, computing power and cash to use consumer and business data to predict purchase behavior. A data action seen in the cloud such as the search for new Netspresso machines for the office can indicate small business growth. Predictors of commerce is a business.
When an entire industry has grown up with a .250 batting average – that industry being advertising – the time has come for a marketing tool with a bit more clarity and exactitude. That marketing tool is data-based. And it’s in Google’s sweet spot. Unless Amazon beats them to the punch. You think Google makes money on advertising now, you just wait. Peace.