考研英语每日一句精析

IN AMERICA alone, people spent $170 billion on “direct marketing”—junk mail of both the physical and electronic varieties—last year. Yet of those who received unsolicitedadverts through the post, only 3% bought anything as a result. That means the most amount of marketing money was spent not on drumming up business,but on annoying people, creating landfill and cluttering spam filters.
This might, in the modern, privacy-free world of sliced and diced web-browsinganalysis, come as something of a surprise. Marketing departments gather data on potential customers, spend fortunes on software to analyze their spending habits and painstakingly “segment” the data to adopt their campaigns to appeal to specific groups. And still they get it almost completely wrong.
A group of researchers at IBM’s Almaden Research Centre in San Jose, California,however, is here to help. According to Eben Haber, the group’s leader, the problem is that firms are trying to understand their customers by studying their “demographics” (age, sex, marital status, dwelling place, income and so on) and their existing buying habits. That approach, he believes, is flawed. What they really need is a way to discover the “deep psychological profiles” of their customers, including their personalities, values and needs. And heand his team think they can provide it.

文章解析：
IN AMERICA alone, people spent $170 billion on “direct marketing”—junk mail of both thephysical and electronic varieties—last year. Yet of those who receivedunsolicited adverts through the post, only 3% bought anything as a result. That means the most amount of marketing money was spent not on drumming up business, but on annoying people, creating landfill and cluttering spam filters.
单就美国而言，去年在“直接营销”—-实体及电子形式的各种垃圾邮件上的花费达到了1700亿美元。然而那些通过邮寄方式“被广告”的人中只有3%最终产生了购买行为。这意味着营销用的大多数资金没有用在招揽生意上，而是花在了招人讨厌，产生垃圾以及充塞垃圾邮件过滤器上。

词汇突破：unsolicitedadverts 不请自来的广告Landfill 垃圾Spam (非索要的)电邮广告Filters 过滤器drumming up business 招揽生意
This might, in the modern, privacy-free world of sliced and dicedweb-browsing analysis, come as something of a surprise. Marketing departments gather data on potential customers, spend fortunes on software to analyze theirspending habits and painstakingly “segment” the data to adopt their campaignsto appeal to specific groups. And still they get it almost completely wrong.
在这个网页浏览受到切块式分析，毫无隐私的现代世界里，这或许有些让人意外。营销部门收集了潜在客户数的数据，并在分析其消费习惯的软件上投下巨资，还煞费苦心地将切分数据，并据此调整自己的营销活动来吸引特定的客户群。但他们几乎完全错了。

词汇突破：
diced 切成小块privacy-free 没有隐私painstakingly 煞费苦心地
A group of researchers at IBM’s Almaden Research Centre in San Jose, California, however, is here to help. According to Eben Haber, the group’s leader, theproblem is that firms are trying to understand their customers by studying their “demographics” (age, sex, marital status, dwelling place, income and so on) and their existing buying habits. That approach, he believes, is flawed.What they really need is a way to discover the “deep psychological profiles” of their customers, including their personalities, values and needs. And he and his team think they can provide it.
但是IBM位于加州圣何塞的阿尔马登研究中心的一组研究人员给我们提供了帮助。据该小组的组长埃本•哈伯称，问题在于企业试图通过研究其客户的“人口统计资料”(年龄，性别，婚姻状况，居住地点，收入等等)去了解他们及其目前的购买习惯。他认为这种方式是有缺陷的。营销部门真正需要的是一种能发现其客户“深层心理档案”途径，包括客户的性格，价值观及需求。哈伯及其团队认为自己可以提供这个途径。
文章结构：前面两段其实都是引入，第三段才是全文的重心