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TrendsVC PRO 0048 – Data as a Service
Predictions
Powerful services will move downmarket. Acxiom now competes with self-serve models like Clearbit. Clearview faces consumer-side alternatives like PimEyes.
High-fidelity shadow profiles will emerge. Lead enrichment services build profiles of prospective customers. Facial recognition takes this a step further.
Real-time shadow profiles will emerge. Social media firehoses increase the recency of what’s available.
Opportunities
Help consumers and companies make better decisions.
JungleScout — What should I sell on Amazon?
CamelCamelCamel — When should I buy from Amazon?
Hypetrace — Which influencers should I sponsor?
Scott’s Cheap Flights — Where should I go?
Build a paid community on top of data. See Altan Insights. Users who share interests in data may have shared values and identities.
Brand a metric to escape competition. See Zestimate, Walk Score and KBB.
Key Lessons
Data helps you bridge gaps between perception and reality. The lower your spread, the better your decisions.
Data is a means to an end. Insights are closer to the “job to be done.”
The more data is shared, the less valuable it becomes:
Shared lead lists have low close rates
Shared flight deals are sold out
Shared credit card transactions are priced into stocks
Shared travel destinations are busy and expensive
Shared marketplace listings are expensive or unavailable
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