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Links for October 11th through October 15th: -slight paranoia – I don't think that it is possible to reasonably claim that millions of individual search queries associated to particular IP addresses are "aggregated, non-personal information". -Starbucks breaks first location-based mobile campaign with major carrier – Mobile Marketer – Database/CRM – How it works O2 customers can register for O2 More at http://www.o2more.co.uk by inputting information about their age, gender and interests such as football, travel, cinema, coffee and beauty products. When opted-in, O2 More customers are found to be within a geofenced area owned by Starbucks, those interested in food and drink receive a text message offering them money off Starbucks Via Ready Brew at a nearby branch. One mobile coupon from Starbucks offers consumers 50-pence-off of their Via purchase. Starbucks believes that its customers want to find Starbucks locations in new ways. The brand believes that, by offering discounts for customers who are close to supermarkets and its coffee shops where Starbucks Via Ready Brew is sold, it will encourage brand loyalty and drive foot traffic. More than 800 geofences were created for Starbucks across Britain. -Book Review – Rat Girl – By Kristin Hersh – NYTimes.com – Based on Hersh’s diary, “Rat Girl” chronicles the singer’s turbulent life from the spring of 1985 to the spring of ’86: she was given a diagnosis of bipolar disorder, signed a record deal, made Throwing Muses’ cult-classic debut album and became a single mother at age 19. The book begins in Rhode Island, where Hersh squats in an abandoned house, her hair dyed blue by a drug- addicted friend. It ends in a hospital, where she’s left to reconcile parenthood with the punk-rock road-warrior existence. “I’ll cross the living-in-a-van-is-probably- child-abuse bridge when I come to it,” she decides early in her pregnancy. -Why Real-Time Marketing Matters NOW – Advertising Age – MediaWorks Media People – I only want to break emotional ground. -Sony Electronics News and Information – It is built on the Android platform, runs the Google Chrome browser and includes a powerful Intel

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