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John Myers

Hey all-

Welcome to my blog. The fine folks at the BeyeNETWORK™ have provided me with this forum to offer opinion and insight into the worlds of telcommunications (telecom) and business activity monitoring (BAM). But as with any blog, I am sure that we (yes we... since blogging is a "team sport"...) will explore other tangents that intersect the concepts of telecom and BAM.

In this world of "Crossfire" intellectual engagement (i.e. I yell louder therefore I win the argument), I will try to offer my opinion in a constructive manner. If I truly dislike a concept, I will do my best to offer an alternative as opposed to simply attempting to prove my point by disproving someone else's. I ask that people who post to this blog follow in my lead.

Let the games begin....

About the author >

John Myers, a senior analyst in the business intelligence (BI) practice at  Enterprise Management Associates (EMA). In this role, John delivers comprehensive coverage of the business intelligence and data warehouse industry with a focus on database management, data integration, data visualization, and process management solutions. Prior to joining EMA, John spent over ten years working with business analytics implementations associated with the telecommunications industry.

John may be contacted by email at JMyers@enterprisemanagement.com.

Editor's note: More telecom articles, resources, news and events are available in the BeyeNETWORK's Telecom Channel. Be sure to visit today!

I am HUGE fans of sports movies…. One that I like, but don’t necessarily have to watch on TV when it shows up on late night cable is “Field of Dreams”.  One of the great lines from that movie is:

“Build it and they will come….”

However that concept relies on one side of the equation, in this case Kevin Costner’s character and his baseball diamond, really wanting to build it.

It appears that for addressable advertising there is a bit of a stand-off.  According to Brian Santo at CES this year, the cable companies will build the addressable advertising infrastructure if the advertisers will come.  And the advertisers will come as soon as the cable companies prove their infrastructure.

While I think that both sides will come to an accommodation, I think the core issue with implementing addressable advertising for both cable, satellite and telecom service providers is the feedback loop required to truly get results.  It is one thing to create the infrastructure.  It is completely another to provide in a cost effective manner the results of the commercials back to the advertisers….

Some organizations will understand the needs, but not have the ability to provide the data to the “customer” in the form of the ad agencies.  Others will have the data, but not understand why and how ( in both terms of format and timeliness… ) the advertisers want the information.

Posted January 12, 2009 8:00 AM
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