How do you use BIG data?

Marketing is all about understanding your consumers’ black box, which means understanding consumers’ buyer behaviours. With big data, marketers now have the opportunity to perceive your footprints that is created every time you connect to the internet. Thereby understand your buyer behaviours. Take Woolworth as an example, if they use such technology. They can analyse exactly where you mostly walk in the store. Which parts of the store and products, that you are attracted to the most. Thereby update you with sales through your smartphone on products that are of interest.

Just imagine the possibilities with such technology in all our things. One of my jobs is in retail, at Armani Exchange. What I would like to see, is technology that is implemented in our heads instead of our phones. We would not only see patterns of where most customers locate themselves in the store, or being able to forecast trends, but also connect smart t-shirts with consumer feelings when touching that t-shirt, as the smart 
internet-of-things-retailchip in our head can analyse our feelings. It would lead to more tailored and price optimised items for the customers and less waste of human and physical capital when producing clothes for the brand. leading to a more environmental friendly production process, beneficial for both consumers and marketers.

I use big data every day to tailor my Instagram posts, to know who my followers are. By using the app “Instareport”, I can see exactly who my followers are and thereby determine which preferences they have. This enables me to tailor my posts to serve a satisfy those followers. All thanks to big data. IMG_3463

But there is also a dark side of big data and the Internet of things. Imagine yourself not being connected to any health-related application. If we take the Woolworth example once again, a mayor issue that could arise, is if you always walk through the unhealthy parts of the store. Every time you purchase something unhealthy, the big data will collect it and feed you with unhealthy products, leading to obesity. From a marketing point of view, it would concern them as the wellbeing of their customers will affect their business. Especially with the viral web where people are addicted to post concerns and blame others.

I am curios though, about my readers, do you use big data in a favourable way? Or do you see any destructing path that big data and the internet of things could lead our race into?


3 thoughts on “How do you use BIG data?

  1. opitruzz September 3, 2017 / 1:30 pm

    Fantastic blog Eric! Thankyou for looking at both the advantages and disadvantages of big data because the negatives honestly didn’t cross my mind until I read your blog. I too work in a retail environment so I believe that the possibilities you suggested would assist tremendously. I would love to know more about how you use the app you mentioned Instareport to tailor your posts. For example, does the app tell you that 75% follow Tommy Hilfiger so you feel more inclined to post something about a clothing item from there rather than an outfit from Zara? How does it work? – OP xx


    • erichumanblog September 3, 2017 / 10:36 pm

      So the main feature I use, is to see those who follows me but that I don’t follow back. I can then go into their profiles and see who they are, there interests etc. interesting point raised with Tommy Hilfiger, I wish it worked liked that and it would be really beneficial. Maybe a business idea to pursue with?
      I can also see which followers I’ve lost. This enables me to actually contact those lost followers.
      Which store do you work in?


      • opitruzz September 4, 2017 / 8:35 am

        Thankyou for your reply 🙂 Who knows what the future may hold. I work for the Specialty Fashion Group


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