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 Forum index » Meta » General META Discussion
3rd Party Information Collection
Moderators: imbri, ndemeter
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Ozy_y2k
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Joined: 25 Sep 2002
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Location: Carmel, Indiana



I'm gonna go pretty far afield here, but Brooke's comments triggered a thought process that has been percolating in the back of my mind for quite some time, regarding what I see as one of the fundamental fallacies of the Internet, and which I will refer to as "the illusion of targeted demographic marketing." Perhaps this musing, as wide-ranging and non-ARG specific as it is, more properly belongs in my blog or my "I HATE PEOPLE" seekrit journals, or scrawled on a restroom wall or something, but too bad. You poor suckers get to suffer through my ranting instead.

-----------------------------

MANY MANY MANY companies that have a commercial presence online (not just commercial ARG companies, but also all manner of "clicks-and-mortar" and e-commerce sites) have recently jumped on the weakly conceived bandwagon of "data warehousing" and "data mining." In other words, these companies, most of which had shaky revenue models to begin with, began desperately casting about, around 2000 or so when they finally finished burning through all of their venture capital and were facing Chapter 7 liquidation looming on the horizon. Having sold the foosball tables and cashed in the useless options, the owners of these e-garbage companies began looking for something else .... ANYTHING .... which they could cannibalize and sell off as an allegedly "useful" asset of the company, so as to forestall the creditors swooping in and taking away their precious l33t source code and not-quite-paid-for company Ferraris.

Many of these ethical desperados seized on their customer lists as something of value to chop up and sell off. Woo hoo!! This spawned the cottage industry of, not just selling lists of names of customers and contact information per se, but pillaging and ravaging these lists with all manner of questionable statistical "analysis" methods, looking for demographic usage patterns, trends, or what have you...anything to take what was previously a mass of raw data and re-shape it into a form that could be readily comprehended by short-attention-span "visionary" executive morons and various subspecies of slime-dripping marketing weasel.

(I trust I have sufficiently betrayed my personal prejudices vis-a-vis the above types of individuals via my choice of descriptive simile. Moving on.)

The thought process with these companies was, "even if WE can't succeed with our chosen business model because we suck donkey privates, at least we can pimp out our customer info to OTHER suckers...er...companies, via a few fancy-footwork legal maneuverings designed to subvert and/or nullify our own previously estabished 'privacy' policies." (Rule of thumb: a commercial website which tells you it has a "privacy" policy is like a military force telling you it has to incur "regrettable collateral damage" -- it's really nothing more than a nice way to say "we're gonna do whatever we want, consequences be damned, moo haa haa.")

The idea of data mining and demographic analysis was ostensibly to provide a more "personalized" experience to the webuser. THIS IS CRAP. To this day, with the exception of the targeted-interest webpages used by Amazon.com, which are mostly based on individual preference history which they have collected from their OWN data, I have yet to see a single e-business actually manage to use the "tailored experience" concept effectively. EVER.

Allow me to commit theoretical heresy, and assert that in my opinion, DEMOGRAPHIC INFORMATION IS LARGELY USELESS FOR MASS-MARKETING PURPOSES, AND THERE IS RARELY IF EVER A VALID REASON TO COLLECT OR ANALYZE IT AS SUCH.

I have filled out a billion "targeted" surveys online and in real life, have put my name on dozens of specific mailing lists ostensibly tailored to my interests, and have requested, ad nauseam, that my name and contact info be removed from other lists which do NOT suit my interests. I have been electronically poked, prodded, analyzed, demographed, and profiled to within an inch of my life, as have each and every one of you, no doubt.

The result? I continue to receive reams and reams of the same undifferentiated spammy crap and junkmail as I always did. Massive packets of grocery coupons selling products that I don't need and have no interest in. Spool after electronic spool of email informing me of "helpful" goods and services such as pet grooming (I have no pets), marriage counseling services (I have no spouse), planned parenthood options (I have no ovaries), church services (I have no soul), or e-dating services (I have no personality, or tolerance for humankind).

So what the hell?!?!? Why bother collecting all this demographic info if you ain't gonna use it?

I say screw it. Collect nothing, and stop pretending to yourself and other companies that your demographic information has objective value. Unless your name is Ted Kascynski, chances are you're gonna fall SOMEWHERE along the continuum of the population mean which is most likely to respond to certain marketing offers and ignore others based on MOOD and TIMING, not historical past practice, anyway, so any attempts to predict your personality pattern are bound to be wasted.

Feh.

Your friendly neighborhood Oz-car The Grouch

PostPosted: Fri Nov 22, 2002 5:13 pm
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Cortana
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Joined: 25 Sep 2002
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Location: Arlington, VA

Ozy_y2k wrote:

I say screw it. Collect nothing, and stop pretending to yourself and other companies that your demographic information has objective value. Unless your name is Ted Kascynski, chances are you're gonna fall SOMEWHERE along the continuum of the population mean which is most likely to respond to certain marketing offers and ignore others based on MOOD and TIMING, not historical past practice, anyway, so any attempts to predict your personality pattern are bound to be wasted.


Ozy, first of all, stellar post. The reason I like CD's PM Permission Slip is that you can opt in or opt out, especially if it looks like Push did, ie, full of marketing crap that you were likely going to want to evade. But, say, if you've got a LockJaw that's going to be more rootsy, you can opt-in. Yeah, Brooke's argument about cashflow is important here, but knowing there's always going to be a cheap way to get the information of a large section of oyur players is a valuable thing. Besides, that's likely going to bolster the income of CD, which is good for the genre, which means more games, which is good for the genre, which means more players, which is good for the genre.

That being said, yeah, mass marketing is scary, like the spiders from Harry Potter.

Also: back to the main topic...

The Cloudmakers Game was successful because the writing was so good. If you can craft an image so good you don't want to disturb what's behind the curtain, then you've got a real winner. So far, since Cloudmakers, it's been hard to create that good an image. It's like we all got to watch a movie like Minority Report, well crafted, polished, pretty, and engrossing, and then have had to sit through some Adam Sandler movies, an episode of Charles in Charge and some other mid-rate entertainment. We've been left wanting for more.

The question is: Who's going to step up and create something as good?

Cortana
(back, with new and improved politeness)

PostPosted: Fri Nov 22, 2002 6:14 pm
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Ozy_y2k
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Joined: 25 Sep 2002
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Location: Carmel, Indiana

Why thankee, Cort. Smile

Yeah, I'm happy that CD.org is (at least for now) small enough and responsive enough to the needs of the community to be willing and able to enforce their "opt-in/opt-out" approach. Would that all of the e-commerce MegaCorps of the world felt the same way.

See, there ARE some benefits to keeping a community humming happily along at a "grassroots" level. It's a lot harder to knife someone in the back, vis-a-vis their personal info, when you know you gotta look 'em in the eye come the next campaign.

And to answer your question re: good writing -- I have Neal Stephenson tied up in my basement as we speak, chained to a laptop. If he doesn't start producing soon, I'm gonna hafta break out the electric cattle prod again, and he HATES that. Cool

O

PostPosted: Fri Nov 22, 2002 6:35 pm
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vpisteve
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Joined: 30 Sep 2002
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Location: 1987

On the topic of PM permission slips, I've wondered a lot about that (This might warrent a separate topic at this point Very Happy ).

At first it sounds like a great idea, but upon further thought it seems pretty problematic, and it all boils down to these two issues: Player base accuracy and progress.

1-Unless there's some assurance that every single player is playing under one roof, wherever it is, I just can't see how PM could even consider buying the info to use in the game. It can't be a representation of his entire player base, so what value is it? What about solo players? What about folks on those other obscure boards? Plus, if folks can opt in/opt out, that info is dilluted even more. Plus, why would a PM pay for that info when they can easily collect it themselves as part of the game? Which leads to point 2....

2-Hand in hand with collecting info, whether email addresses or whatever, is the fact that if a player gives it to you, then you know they've reached a certain point in the game. For example, what good would it do to get an email from ARM if you hadn't even been to the ARM site yet?? In addition to getting info, it's the most common way to track progress.

I guess my point is this: if a PM can easily get whatever player info he needs in an in-game way (and for free), and is thereby also assured that that info is from actual players who have reached a certain site in the game, and more closely represents his entire player base, then why on earth would he buy that info (which would be incomplete at best) from someone else, especially if he's a grassroots PM on a non-existent budget? Even if it's a professional PM with lots bucks behind him, why go to the trouble? Why hire a middle-man?? It just makes no sense to me.
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PostPosted: Fri Nov 22, 2002 7:36 pm
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vpisteve wrote:

1-Unless there's some assurance that every single player is playing under one roof, wherever it is, I just can't see how PM could even consider buying the info to use in the game. It can't be a representation of his entire player base, so what value is it? What about solo players? What about folks on those other obscure boards? Plus, if folks can opt in/opt out, that info is dilluted even more. Plus, why would a PM pay for that info when they can easily collect it themselves as part of the game? Which leads to point 2....


Good points, Steve, let's look at it. I think the higher quality a game is, the more likely you are to have people opt-in, so for games where a large budget is involved (read: The Beast, or it's daughter game) or really great plot development is happening, then you will attract more people, and even better yet, more people willing to part with their oh-so-precious marketing data. (mmmm marketing data, tastes like ketchup) They can indeed easily collect it for themselves, HOWEVER, this can also be a boon, as people will fill in fields with dfasfasdfas and fasfdSPLATbiteme.com (which I've been known to do to people like Real and Microsoft when asked to register their "oh so wonderful" products. CD is a different story. Since that information is used for different purposes, it's gotta be accurate. Therefore, you're guaranteed golden information, not something someone filled out in order to get to the next bit of puzzle or plot.

vpisteve wrote:

2-Hand in hand with collecting info, whether email addresses or whatever, is the fact that if a player gives it to you, then you know they've reached a certain point in the game. For example, what good would it do to get an email from ARM if you hadn't even been to the ARM site yet?? In addition to getting info, it's the most common way to track progress.

I guess my point is this: if a PM can easily get whatever player info he needs in an in-game way (and for free), and is thereby also assured that that info is from actual players who have reached a certain site in the game, and more closely represents his entire player base, then why on earth would he buy that info (which would be incomplete at best) from someone else, especially if he's a grassroots PM on a non-existent budget? Even if it's a professional PM with lots bucks behind him, why go to the trouble? Why hire a middle-man?? It just makes no sense to me.


Hiring the middle man is all about ease of use. Why else would there be middle men? It's all about packaging. CD has an obvious package they can wrap up and send out at the touch of a button. Kiam to Kittycats says they've got an output engine that can give it to you in just about any format, and from there can market it as value added, not just for the players (who may get extra special enjoyment out of it, NOT TO MENTION legal issues set aside) but for the PMs as well, who can set aside their attack-lawyers with disclaimers in hand, and give their marketing people information about who's playing the game, and how better they can either target advertising (either subtlely or overtly) within the game or create aftermarket value for their sponsors. (please send the run-on sentence police to 4106 N 18th rd...) Hate to say it, but my opinion of the Microsoft Games people (while already high due to their actually good products like the X-Box and a few other reasons) actually went UP. Getting me to admit that normally would usually require torture methods akin to the Dentist scene in the pilot of Alias. Brand loyalty is incredibly important and brutally difficult to create and as a corollary: the less a company has to intrude into the game, the cooler it makes the game. CD is a way around the intrusion factor.

Cortana

PostPosted: Fri Nov 22, 2002 11:08 pm
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Cortana
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Joined: 25 Sep 2002
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Okay, I was a dumbass.

Okay, so I was a dumbass and forgot to login when I posted from my laptop. FTR - That post WAS mine and I claim all responsibility for it.

That is all.

Cort.

PostPosted: Fri Nov 22, 2002 11:24 pm
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Cortana
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Joined: 25 Sep 2002
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Location: Arlington, VA

imbri wrote:


I just don't see how the permission slip is a benefit to players as they may still choose to give information in-game or a useful commodity for PMs who will still need to gather the information on their own.


Your scenario here is well drawn out, and I appreciate the effort to which you went to illustrate your points, they're valid and good, but I think what CD is offering is, as the communities, grow, large numbers of data, opted in by the player as a value added thing. Who wants to go fill out a long detailed form in game?

If you look at the Shove group over at CD, there were 900 players, a large enough sample for either of your datasets. Yes, they're all members of CD, but I think CD could be considered a microcosm, much like UF or a Yahoo! Group could be.

Your data is, of course, only as valuable as its reliability. With a data sample from CD, you get a 100% accuracy rating, on both demographic data and specific interests data, plus a way to contact them. While I don't think CD is giving out email addresses to providers, all it takes is a paid membership and you can email from within the double blind. That also is a dead-giveaway for if something's In Game or not. How cool would THAT be, an insider account emailing you, placing CD firmly inside the game it's helping to run. I'd find that intriguing, using their own tools against the detectives.

As for the privacy policy, etc, that's handled by CD, behind the curtains, the same way the release would be for getting a phone call from a crazed teddy bear, or a shaken AI or a creepy sound Mother, at 4 in the morning. That's all handled by the Permission slip, or at least, that's the intention behind it. It's a way to keep the fourth wall realism alive.

Granted, having to register DOES give you useful information about who's finding what, and when, but in addition to that particular form, you can SKIP the demographic data, if you have an accurate sample from CD or UF or someone like that. I have no desire to get mired down in that while I'm playing, I'd rather have it taken care of so I don't get bothered by it. Keep the forms simple: Name, Age, etc, don't waste time asking me how many monkeys playing ektars I own...

Cortana.

PostPosted: Sun Nov 24, 2002 2:13 am
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vpisteve
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Focus people, focus!! Very Happy

Somehow my two points concerning player base and progress got turned into demographics. That wasn't what I was talking about at all.

Maybe I didn't communicate it well.

I was talking purely about being able to: a) track specific player progress; and b) know exactly what your complete player base is.

Keeping things to their oh-so-simplest terms, if a player makes it to a specific site and registers somehow, the PM knows a) he/she's made it to a certain point in the game, or solved a certain puzzle; and b) he/she is actually playing the game. There's absolutely no way the PM can get that information from a third party registration such as the CDPS.

(If that isn't crystal clear, I might as well try explaining additive synthesis to a brick wall Very Happy )

Something happened today that illustrates exactly what I'm talking about. I got an email today from a search4e character, thanking me for the kind note I never sent. How lame is that?? I'm not even actively playing search4e at this point. Now take note: that's the only kind of game interaction that can result from utilizing a 3rd-party opt-in process. Similar emails to the smaller slice of players who signed up for it, (who may no longer be playing at all), as opposed to the full complement of players who'd actually reached a certain point, or performed a certain action.

Had I simply gone to a site and signed an e-card to this character, it would have been justified story-wise, plus they would know that I'd actually been playing along and had gotten that far in the game. Again, that's my point!

One last thing, regarding my comment about middle men: Speaking from experience, hiring a middle man has nothing to do with ease of use, but has everything to do with a middle man providing a service I absolutely can't provide myself, or can't produce cost-effectively. I mean, imagine a waiter in a restaurant who says to himself "Hmm, I could go take that person's order, but naw, I think I'll hire this other guy to take it for me, and I'll even pay him out of my pocket to do it. It'll cost me more, but he's better looking than me, so the customer will have a better experience." (Okay, so maybe that's not an entirely accurate parallel, but you get my drift).

You hire a middleman when he, say, has a distribution network that you don't, or access to cheap bulk rates that you don't. I guess I still just don't see the value of the middleman here, especially when it comes to player progress and actuality.

Again, sorry if I wasn't clear on those two points. Hopefully I am now. Very Happy

Side note: should this thread be split off to a different topic?
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PostPosted: Sun Nov 24, 2002 3:00 am
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bill
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Cortana wrote:
While I don't think CD is giving out email addresses to providers, all it takes is a paid membership and you can email from within the double blind. That also is a dead-giveaway for if something's In Game or not. How cool would THAT be, an insider account emailing you, placing CD firmly inside the game it's helping to run. I'd find that intriguing, using their own tools against the detectives.


Truth be told, an in-game email from a strictly player site would probably blow the reality for me. When Search4e setup their dot connectors site, the initial reaction from players was how awkward it would be if characters started interacting with players on a board where we are talking about playing strategies, meta issues, and commenting on the various aspects of the game.

As soon as the character makes it obvious they are reading your every thoughts, how plausible is it that they didn't?

For search4e, we made this known and the PM's responded within hours by labelling the board as "interference free." Had they not responded appropriately, many of us would not be playing there.

I can see cirumstances where the PM permission slip could be useful, but they all entail use before the game starts and are limiting if the PM doesn't have access to permission slips for all players registered at Collective Detective.

I think the PM permission slip would work best if the PMs have established in their groundrules that the players will benefit in some way by registering for the CD case. In this circumstance, your nick at CD is one piece of data that serves as a gateway to the rest of your information. Absent such a close linkage between the the PM team and CD, it's difficult for me to imagine the PMs using the permission slips for anything important.[/i]
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PostPosted: Sun Nov 24, 2002 10:16 am
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Cortana
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vpisteve wrote:

(If that isn't crystal clear, I might as well try explaining additive synthesis to a brick wall :D )

Okay, NOW that makes sense, and NOW you're right.

vpisteve wrote:

Something happened today that illustrates exactly what I'm talking about. I got an email today from a search4e character, thanking me for the kind note I never sent. How lame is that?? I'm not even actively playing search4e at this point. Now take note: that's the only kind of game interaction that can result from utilizing a 3rd-party opt-in process.

Yeah, that is pretty lame, and boo to the PMs for not checking their records and assigning you a proper value. This is a case of sloppy PM'ing (but, hey, has there been much GOOD PM'ing lately?) and I think it's a detriment to the group. However, just having collected information is good for marketing's sake...(insert broken record bit here)

vpisteve wrote:
(Okay, so maybe that's not an entirely accurate parallel, but you get my drift).

Yeah, that's not the best parallel. In this case the waiter is the middle man. He provides the diner information and conveys responses to the kitchen staff, then the staff makes them dinner, then returns the food to the waiter. CD collects the information, conveys it to the PMs, the PMs do whatever it is they do, then convey the information to the player.

Alright, that is all from the Cort-meister.

PostPosted: Sun Nov 24, 2002 2:46 pm
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