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Every so often there is a paradigm shift so big that it changes everything. Welcome to a world in which smartphones, proximity targeting and big data are all changing simultaneously, and in real time. I hear from marketers, “How do I stay informed with all the changes in technology?” and “Are there any good books that are worth reading on this subject?” I am happy to report that there are excellent resources available to improve your knowledge of mobile, proximity targeting and big data.

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There’s a much-reposted piece out there on how to start a creative agency. Clearly the world needs a companion piece on media; and equally clearly it’s up to The Cog Blog to deliver such a thing. So, in the unlikely event that there are still people whose life-long ambition is to start a media agency, The Cog Blog offers this cut out and keep (we suggest you print it first) guide to attaining your dream.

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Also in the same ARF presentation Dave Poltrack and I presented an emotional factor, as measured by Affinity Answers. Sree Nagarajan’s company processes 9 trillion affinities each week spidering through the entire U.S. census of Facebook and Twitter behaviors, looking specifically for actions and posts related to TV programs, brands, actors/actresses, musicians and other key variables of pop culture. In this way they are able to see which TV programs are most liked and behaviorally engaged with by people who like and behaviorally engage with your brand online. This appears to be the first opportunity in history to apply a big data emotional variable in TV media selection. For example, there is a very strong affinity between the brand Ziploc and the TV show NCIS: The same people who post things about NCIS also post things about Ziploc and/or its commercials; the people who do both are a group more than twice the size that would be expected based on random overlap. This is reflected in the 238 Affinity Index in the table below.

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While the Street was not impressed with any of it (as evidenced by the downward movement in share price) analysts may have missed a subtle, but important point. Apple didn't name the new payment system "iPay" and it didn't name the new watch "iWatch." It replaced the "i" for Internet with the aspirational brand identifier "Apple."

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