Just got a great opportunity to participate on a discussion panel at BIA Kelsey’s Directional Media Strategies Summit for Small-Business (thanks Peter!). Was a lot of fun (or as much fun as a discussion on listing data can). I went on about us (Brilliant Arc) being all about Local “Knowledge” not just Local “Data”. I realized afterwards that I didn’t really quite define my terms. To us, data is just some string of symbols - a “keyword”, say Pizza. When you get a listing from most providers, you get a business name, a list of keywords, and a set of categories for that business. So, you get a listing for big box store “Target” that has Pizza as a “Product” and listed in categories like Department Stores, Grocery Stores, and even Restaurants. So, when you have the keyword “Pizza” associated with Target, you have no idea what is meant by just the keyword, Pizza. We add more information to the Pizza keyword, treating it like a concept and associating different definitions with it (Grocery Item and Dining Fare), creating more unique identifiers for it, like frozen-pizza and fresh-pizza, and identifying the source of this term (Acxiom). Adding all of this additional information turns data into knowledge and provides a differentiated asset.
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