Big Data - Marketing Gone Mad?
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BIG DATA Marketing gone mad? Image: wikimedia commons
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Learn why more data is collected about you than ever. How Google, Facebook, Twitter, Apple are part of the problem not the solution. Why trying to strengthen privacy laws may be too late. Get more insights from http://www.technoledge.com.au/b2b-blog
Transcript of Big Data - Marketing Gone Mad?
BIG DATA
Marketing
gone mad?
Image: wikimedia commons
More numbers
than ever…
Power in numbers
…and now we do have the technology
‘The prospect of outdistancing your competition by leveraging your company's data with huge data sources such as NASA, the government, video and demographic services is compelling.’
Eric Lundquist, Informationweek
‘Big data in 2013 will not only go mainstream, it'll also overcome skeptics and bring the power of analytics to common folks.’
IT services provider ICC
‘By 2015, 4.4 million IT jobs will be created worldwide to support big data.’ Gartner
Power hungry
Google knows all our habits.
So do Facebook, Twitter etc
e.g.
New York State newspaper publishes Google map showing location of 44,000 registered handgun owners in 3 counties
Big brother
Problem
Sifting through data on a billion users to drill down to individual habits and preferences Solution
Big Data Analytics: use of massively parallel systems to uncover patterns and trends in huge arrays of data What’s new?
The technology is available & affordable
Every move you make
• The ability to extract knowledge from data long after it’s been collected
• The ability to mine and analyse unstructured data • The ability to merge datasets from many sources
Big Data Analytics
‘A child born in 2012 will leave a data footprint detailed enough to assemble a day-by-day, even a minute-by-minute, account of his or her entire life, online and offline, from birth until death …
‘Virtually every piece of personal information that you provide online will end up being bought and sold, segmented, packaged, analysed, repackaged, and sold again.’
Mark Sullivan, PCWorld
Big Data and marketing
The Rise of Predictive
Data Departments
e.g. TARGET detects pregnancy from
changed buying habits
Predictive data
The Trade in personal data is booming
Search engine companies, social networks marketers, advertisers, ad networks,
website hosting services and data brokers
e.g. Facebook aggregates personal data of its users to help advertisers
target their ads
The Personal Data economy
Facebook admitted to scanning conversations
Twitter and Apple were caught uploading address books
Google was fined for collecting personal data from unsecured networks
Do no evil?
‘Is big tech replacing the big banks and Wall Street as the corporate villains du jour?’
Rana Foroohar, Time Magazine
In the enthusiasm around big data, there has been little discussion about what that data might uncover.
Eric Lundquist, Informationweek
Learning to hate Big Tech
New legislation to protect privacy
EU leading the way
Includes the right to delete online presence
Serious penalties for
corporate breaches
Law makers to the rescue
To build a TRUSTED brand.
Once you abuse trust how will you regain it?
1st law of marketing
Break rule 1 at your peril
5 Big Data Predictions For 2013 , Informationweek Big Data's Surprising Uses: From Lady Gaga To CIA Informationweek Learning to Hate Big Tech , Time Magazine Data Snatchers! The Booming Market for Your Online Identity Big data is our generation’s civil rights issue, and we don’t know it O’Reilly Radar Why you’ll need a Big Data Ethics Expert , Informationweek Kord Davis: Wrestling with the Ethics of Big Data, The Company Ethicist
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