Humans and Big Data in the modern world

Big Data, it’s one of the buzzwords of 2012. A few weeks ago I read an article in the Guardian by John Naughton which made fascinating, if maybe slightly scary reading, http://www.guardian.co.uk/technology/2012/mar/18/big-data-storage-analysis-internet but also made me think.

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New Data startups are (nearly) making 24th century science fiction happen today

If you’re like me and have worked in data your whole career, you’ve probably spent a disproportionate amount of time trying to explain to your friends and family what you actually do. “No, I don’t sell lists, I don’t send junk mail, I actually try to stop people sending junk mail. I look for patterns of behaviour in data that marketers can react to. What do you mean you don’t get it?”.

So when my dad gave me a book written by L.E. Modesitt: “Flash” – a book categorised as science fiction – and asked ‘is this what you do, but in far distant future’ (according to Wikipedia the 24th century, and I wouldn’t argue with them) I couldn’t wait to read it. And lo and behold, I’d finally found a family member who understood what I do. Read more on New Data startups are (nearly) making 24th century science fiction happen today…

1 to 1 Social CRM – why weren’t we doing it last year?

We are all familiar with the traditional CRM / Direct Marketing / Data Driven Marketing / Direct Response*, *choose preferred name here, world.  Whatever you call it, essentially it’s where we collect data about an individual, determine what we think is relevant for them by looking at their behaviour, their purchases, or from research, and map it to our business needs. Then we put it all in a database and use it to drive mass-customised messages – the key being that we incorporate personal information from our database and then use automated rules based systems to generate relevant communications.

The most prevalent example of this right now is email. (And let’s not get into how good some specific brands are, or aren’t at doing email marketing, that’s a topic for another day!). Read more on 1 to 1 Social CRM – why weren’t we doing it last year?…

Data Privacy in the digital world – the “Do not track” movement & humanizing data

Nothing seems to polarise marketers more than the topic of digital data privacy. At one end of the spectrum there’s the “Everybody look at me” Facebook mentality, and at the other the “I delete all cookies regularly” crew.

Personally – nothing springs to mind that I do online that really matters if anyone knows.

But just because nothing I’m doing is “wrong”, that doesn’t stop it being “private”. What I do is my business isn’t it? Read more on Data Privacy in the digital world – the “Do not track” movement & humanizing data…

I’ll have what she’s having

Last week I went to a fascinating talk by Mark Earl’s basically paraphrasing his latest book “I’ll have what she’s having” – mapping social behaviour.