Information Aggregators/Data Collection

From Information to Audiences: The Emerging Marketing Data Use Cases

When discussing the power of first-party and third-party data, I couldn’t help but think about the efforts the Obama campaign used to transform data into usable scores that could be extrapolated to the rest of voters. By knowing past purchase (or voting) history, demographic background, and other information, companies can segment potential customers and target them accordingly. This segmentation can lead to choices between showing advertisements on channels like Lifetime vs. MTV, showing them in the morning or at night, and showing them in Gainesville or Tampa. I also found the use of different databases and silos quite interesting. This is a very similar situation to issues political campaigns run into. Voter data, donor lists, and other information have traditional been stored in different areas, instead of in a central CRM. As the whitepaper explains, this is common with marketing departments too, and I can definitely agree. Marketing and Sales could benefit from the information derived from tools like the Vocus Public Relations Suite and I’m sure there’s information the Sales department holds that other departments would benefit from. I can understand the privacy concerns that some hold, but I don’t see any of the data being derived to target personal conversations or relationships. Most are being targeted from a standpoint of someone being simply a set of numbers in a system to sell a product. Far more concerning is the relationships between the NSA and large corporations like AT&T. There’s still a lot of potential in the collection of data too. In politics, tracking past history is easy as you can simply import past voter history typically attached to a State Board of Election’s file. In sales and marketing though, much of this data is still very new. What leads to a repeat customer and what product will they want next? The data behind these answers is still very new and has room to mature.

 

Questions

1. Do you see any types of data that could lead to another evolution of big data marketing techniques? What types of data are still so new that they need to mature more before seeing their full impact?

2. I spoke about the relation of politics and big data, what other areas have been impacted by big data?

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6 thoughts on “Information Aggregators/Data Collection

  1. Big data is used by media companies to create content that attracts viewers. An article on gigaom.com, “At Netflix, big data can affect even the littlest things,” discussed how Netflix used data to predict what type of shows would be successful. The story specifically mentions the fairly new series “Orange Is The New Black,” and how advertising wasn’t necessary because Neflix knew viewers would see it in the recommendations, watch it and like it. Netflix’s tracking of users, ratings, geo-location, device information, social media and third party data from Nielson provides valuable insight for content creation.

    • I wonder if Amazon manipulates their top lists at all if there’s certain products a high-volume partner is trying to push. Sometimes our reliance on big data can also be a detriment if it’s manipulated in the wrong way.

  2. Netflix’s example is very clear. I agree with it, sometimes you do not need to make large investments to promote a new product if you already have a good design of the business and an infrastructure that supports it. I, as a user of Netflix, always checked the number of stars that each series has and most of the time that vote is accurate. Netflix has a system, “feedback” that feeds the large amount of data it receives daily and the company gets benefits from these results, such as more effective marketing and increased revenue.The importance of systematization of data on political campaigns is another great example of using the information. I cannot think in an area that haven’t been impacted by big data, it has impacted almost every thing: social media, marketing, politics, health, security, loneliness issues, entertainment, studies, hobbies, … Great blog Patrick!

  3. Think you’re right that the data is new. We have lots of quantitative info, but qualitative? Not so much.

    New data: Individual automobile travel. GPS systems in cars. I’d be surprised if NSA hasn’t used its fast power to tap into the OnStar technology in cars without owners awareness (vs. getting a warrant). And it’s only a matter of time before more services/products develop to capitalize on the ability to track consumers as they move about. It could also reform how people pay for roads vs. per-gallon gas taxes. Oregon conducted a really successful pilot of a mileage tax scheme where drivers can opt to put a monitor on their car that tells the state exactly how many miles they travel and then pay taxes based on that versus by the gallon. (More here: http://terrapass.com/politics/oregons-successful-mileage-tax-experiment/) Now the experiment just downloaded mileage, not GPS information, but there is already cases where car rental companies are doing just that. http://www.cbsnews.com/8301-18563_162-604461.html

    • I think my biggest concern is all this data being manipulated and twisted in many ways. When the data isn’t what a certain company or powerful organizations wants it to be, will they just ignore or change it?

  4. Maria Sanchez says:

    In my discussion next week, I’m going to talk about a new type of data where they are able to make big assumptions — like the price of inflation — simply from taking pictures of food at grocery stores all over the world. Enough pictures (millions and millions) and you have a decent data set. This is still new though, making such big assumptions based just on photos.

    I think science is huge when it comes to big data. Now researchers can collect environmental samples from all over the world and be able to make judgement calls on weather patterns and pollution. When studying astronomy, they can take billions of pictures of the sky and analyze them to see what the universe is telling us. Fun stuff.

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