Google AdWords – Demographic Targeting


This week I am going to talk about a quite interesting feature on Google AdWords. I researched the opportunity of demographic targeting as a tool to increase the efficiency of marketing . Searching the web (GOOGLE :D) I discovered a lot of different sources dealing with the topic as well as a bunch of advertisement tailored to my needs and preferences.

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Driverless Cars


Driverless Cars

1st Question „What are driverless cars“
  • How do they work?
  • What are the Pros and Cons?
  • Are there any problems?

  • Which led me to the question of legality
  • Who will be liable in case of accidents?
  • Are they already legal?

  • Then I realized that my interests were opinions :
  • Who thinks what about the pros and cons?
  • Opinions of average citizens
  • Statistics reflecting the public’s opinion
  • Experts quotes

  • And searching for further expert’s opinions I found out that:
  • There is also an immense economic influence
  • There are forecasts concerning the economic development of the car market
  • There are forecasts of experts concerning the release of completely autonomous cars
  • So I started to write about that


    Will the future of cars and car”drivers” look like this?
    Will We be able to do anything we want besides letting the car drive itself?

    Experts are in general in agreement about the avaiklability of completely autonomous cars on the mass market.
    Most of them agree with Ian Riches of the research and consulting firm Strategy Analytics saying:

    “We’re not going to find ourselves driving in an autonomous car tomorrow,”

    Christian Schumacher head of Continental Automotive’s Advanced Driver Assistance Systems for the NAFTA region stated:

    2025 is the timeframe where we see cars driving themselves

    >The Palm Beach Post mentions that:

    It’s a matter of when – not if – driverless cars are used

    moreover they arise questions like:

    how to insure them, how to integrate them with 20- and 30-year-old cars that still require the human touch, and how to make them affordable.

    Therefore they are of the opinion that:

    These are issues that will likely take years, if not decades, to square away.

    Whether you believe in what experts say or not depends on you.
    Nevertheless, our streets might look like this soon/later/in a decade/in a century ….

    Business Insider – Driverless Cars Will Make Intersections So Efficient It’s Scary

    Other reading matters:

  • Debate – Economist
  • Engineers, lawmakers prepare for driverless cars
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    In my last week`s post I stepped back a little from technological aspects and concentrated on corporate ethics in Apple. This week I´m going to do soas well as I would like to reflect on the hot issue of the last weeks which is surveillance scandal involving companies like Apple, Facebook, Google and Twitter.

    Last week these companies all called on the government to allow them to publish more details about the nature and number of requests for information they receive.

    I was surprised to learn that Apple, for example, had received between 4,000 and 5,000 requests from federal, state and local authorities for customer data between 1 December 2012 and 31 May 2013.

    Facebook and Microsoft also released similar aggregate numbers of surveillance requests, claiming it received requests affecting about 51,000 consumer accounts.

    Shocking number, aren`t they?

    My research for this assignment helped me to take a more critical look at the “The future is digital” data and realize ones again that we have to pay a curtain price for always being mobile and online – invasion of our privacy.


    Predictive Analytics, Data Mining

    What is Data Mining?

    In my first question and post on this topic I explained that predictive analytics analyses historical and current events, trying to predict the future for one’s own benefits. It is used in every field of society and economy and affects therewith everybody.
    While I got more into detail about the retailer “Target” at the beginning and researched their power and influence over customers, I started seeing a more negative side on the subject…

    Who profits/ loses?

    While big firms and the market benefit without a doubt from data mining, because they collect their clients and customers data and analyze it for their advantage in the business, the question remains who has a disadvantage of these predictions. If you get coupons of your interest send to your house why should the private consumer complain? The problem lies with how much companies know and how deep their data mining goes…

    Is privacy being invaded?

    This third question leads me to my recent source, which compares China’s freedom of the internet use to the one of the United States. Seems like a ridiculous comparison at first, but not after current events. While China’s civilization has basically no free access to information and open discussion on the internet because it is being restrained by the government, the US citizens relish in a totally constraint less use of the internet. But how private does this usage remain? It has been revealed that Obama administration’s own surveillance and cyber operations did their own share of hacking and cyber theft and people see their civil liberties and privacy invaded. Obama defends this by stating that there cannot be total security and total privacy.
    So a final question, which I am hardly able to answer is…

    Where is the limit to Predictive Analytics and Data Mining?


    AdWords Express


    AdWords Express – quick and dirty

    As I started to focus on the use of Google AdWords for smaller and local enterprises last week I encountered some interesting sources that led me to Google AdWords Express. So this week I am going to reasearch whether AdWords Express is a better fit for local businesses than the normal AdWords.

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    Drivers of Collaborative Consumption

    What drives collaborative consumption?

    I am exploring the concept of "Collaborative Consumption", because I why it is an emerging trend in order to find out whether it is a concept that should be implemented by firms.

    A lot of people are talking about the new way of consumption – the sharing economy. In Berlin a conference took place just about a month ago, so there are discussions going on.

    But why are they even talking about it, why is there a need for collaborative consumption?

    In my research I found out that there are three main categories that promote the collaborative consumption: Technology, Economy and Society


    Who does not have a facebook account? Currently a statistic of March 2013 reveals that there are 1.11 billion users. And what to people do on facebook? – They share a huge amount of information: photos, likes, dislikes, friends etc. This is exactly one contributor to the rise of collaborative consumption.The social networking is increasingly immensely.

    Besides mobile devices play a more important role in the daily life. People are communicating more and consequently they are sharing more information. Platforms are also expanding and encouraging the flow of information.


    In the economic sector the financial flexibility is of higher value. People being more flexible and independent are more likely to also share instead of just investing.

    People also like the idea to own something. With sharing this is facilitated because people have more access to certain goods that for example haven’t been affordable before.

    Moreover the global recession requires a change so that people are searching for alternate ways of living.


    One driver is definitely the increasing population rate, because there are often more people than there are resources. Thus they are willing to share in order to increase access to those resources.

    Furthermore there is a need for sustainability in the world which encourages people to share.

    Additionally there is a desire for community. Nobody wants to be alone and experts like Rachel Botsman and Roo Rogers, the authors of the famous book "What’s Mine is Yours: The Rise of Collaborative Consumption" believe that

    Collaborative Consumption is enabling people to realize the enormous benefits of access to products and services over ownership, and at the same time, save money, space and time, make new friends, and become active citizens once again.


    The Collaborative Consumption is a trend that arises from certain developments in the economic, social and technological sector. Thus it is of great importance that companies realize this movement and try to adapt their concepts to it.


    Problems of Microfinance

    To reduce the poverty and to develop the condition of poor people, Microcredit is being used as a weapon in recent years. Especially in the third world countries, the importance of Micro credit is discussed widely. Dr. Yunus’s Micro credit system has got very wide attention in this case. From 1980 many firms have started their micro-credit activities. Now the question is how much role they really played to reduce poverty and the topic is much more controversial. Now I am going to discuss about some of the negative issues of this system.

    Today, if you look at the credit distribution system of NGOs, you will see that the credit is not given in productive sectors.  The NGOs don’t give loans individually. Only a group of 5-8 people can get credits. If a person run away or die, others have to pay the debt together. That means, there is no chance of losing money for the NGOs. That is the reason why people don’t need to provide collateral for taking micro credit. However, if NGOs say that they provide loan without collateral, it’s not totally right. Because, group members collectively are the guarantee of themselves.

    Let’s move to financial analysis. Suppose, you took a loan of 500 euro with 15% interest rate. That means, you have to pay 75 euro interest after the year. But the company will keep 50 euro as compulsory payback. So, you will actually get 450 euro. And you have to pay interest of 75 euro. As a result, your actual interest rate would be 16.67%.


    If you take a loan for 1 year, you have to pay interest every week (52 weeks). So, on the first week you have to pay near about 11.1 euro. As financial term, you can keep 500 euro the whole year and pay 500+75 at end of the year. But here, you only get 450 and pay 11.1 each week. That’s why you won’t afford to invest money in productive sectors which takes long time to return your investment. Another thing is, you have to pay more interest rate in real than they showed.

    I put the interest rate 15% in my example. Now imagine, what would be the situation if the interest rate is more than 30%! Poor people will have to work harder and harder to pay their debt back. Their condition will never change if they have to pay that high rate of interest.

    If you ask, why the people take micro credit then? Actually, many people have no choice except taking loans. For example, if a boatman needs to repair or buy a boat, he needs an initial investment. And he can pay it back afterwards in a regular basis. For him, Micro credit would be helpful but for investing in a productive sector, it will not be a good decision to take micro loan.