• Covario, Monday, March 24, 2014 12:31 PM

Marketers should become wary of collecting data just for the sake of data collection. Aaron Wester points to how Don Dodge, developer advocate at Google, explains platform shifts -- something he says occurs every decade. It occurred with the transition from mainframes to mini computers, from mini computers to desktop computers, and from desktops to mobile devices. Mobile made possible the ability to interact in the moment -- all driven by content and context. Wester describes four primary context points -- goal orientation, location, user attitude, and time -- and tells marketers how to approach each.

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