We shouldn’t market to people’s past — we need real-time, location-based strategies

When sports analytics folks crunch the numbers behind professional athlete’s batting, pitching, throwing and dunking, they are looking at past performance to better predict future behavior. Marketers and developers do the same for you and me but therein lies a problem (and a tremendous opportunity). Professional athletes are paid to do the same things well, repeatedly. You and I (assuming LeBron James is not reading) have interests, passions, hobbies, etc. that are ever-changing. Solely focusing on what we liked last month doesn’t predict 100 percent what we’ll be into today. Connecting to the kinetic While we wholly accept that data…

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