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Data Crush by Christopher Surdak

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7

contextification

responding to the market of one

CONTEXTIFICATION is the trend by which people will be addressed by others based upon their place in the world. This context is their “where” and “when” in Albert Einstein’s space–time continuum. By this I mean that a person’s place in space and time determines their context, and this context determines what information they may be interested in and what data they may be generating as a result. Context is the dominant determinant of what is of immediate interest to a data consumer and, as such, contextification will become the primary driving force behind how organizations engage with their target audiences.

The Importance of Where and When

Chapter 2 included an introduction to the concept of ...

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