Start passive profiling

The moats in business have changed and it's way easier to build technology internally now.

One thing I've noticed is how software as a moat is being replaced with data networks.

The data in these networks has usually been extremely garbage data. I would know I've seen Google Ads segmentation data first hand and it is absolutely trash.

What I've been telling businesses from about 2017 is to build quiz funnels and store as much as this enrichment data in your ecrm or data lake against a real human, as one day you will need it. Well today is that day.

The moat is a data network and it's time to make money off it.

How I've gotten this data is a little pop up in the bottom right corner of the page. I've done this for all types of brands.

My funnest one was a dog food brand where we tailored messaging, changed product sizes to hit those dogs to increase yield (amount per customer). This is extremely powerful to improving profitability.

The impact of having this means a higher conversion rate when you target your messaging at someone as it can be tailored exactly to them and the message hits different.