
The Infinite Retina
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Predictability goes beyond knowing that if it’s 8:45 a.m. on a Monday, you probably are headed to work. Vic Gundotra, who used to be an executive at Google, told us that Google realized that if you walked into a store, that act predicted you would end up buying something in that store. That might seem obvious, but it was a breakthrough in thinking through how to advertise to users. Kelley Blue Book, among others, used that learning to put car advertising in front of you once you walked onto a car lot, via your mobile phone’s notifications or by sending you an email based on your previous login to Kelley Blue Book, sometimes even convincing you to leave that lot to get a better deal elsewhere.
If you are visiting a Volvo lot after doing a bunch of searches on Kelley Blue Book, another car company might even offer you $50 to come to their dealership and take a test drive in an attempt to get you to leave the Volvo lot without making a purchase...
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