‘Worlds in Collision’ – The Crossing of Online and Offline Data Delivers Intelligent Media

By Edward Ramsey, Vice President Marketing, Data & Tech Strategy, Valassis
Published Thursday, Sep 1, 2016



‘Worlds in Collision’ – The Crossing of Online and Offline Data Delivers Intelligent Media

“Worlds in Collision” is a popular book written by Immanuel Velikovsky that was first published April 3, 1950. The book hypothesizes that around the 15th century BCE, Venus was ejected from Jupiter as a comet or comet-like object and passed near Earth. The object changed Earth’s orbit and axis, causing innumerable disruptions that have been referenced in ancient writings.

We can draw an interesting comparison to the disruptive force that digital media has become over the past several years, its intersection with traditional media and the wave of new possibilities to engage consumers. While the “collision” of online and offline data allows us to enhance what we know about consumers, it presents a new level of complexity that is forcing brands and marketers to adapt to a rapidly changing, consumer-driven environment.

Read more at: Direct Marketing Association (DMA)