Perhaps I should be afraid of big data for the intrusions that it brings into my life. For all of my concerns, I'm still overwhelmed with curiosity with all the positives that can come from big data used for good. For me, I think the difference is that I've made the decision to offer up data willingly, knowing that there are benefits.
I just finished dinner, and checked in on Foursquare. Tonight's restaurant did not offer a discount, but I've found more than my share of discounts and coupons through the use of this social media outlet. I check in, allow retailers to see who I am and what my shopping habits are. The trade off to allowing that peek into my life is often times a free appetizer, dessert or 10% off the bill. They gain data, I save money creating a win-win situation.
The Wall Street Journal had a very interesting article today, detailing another way big data is being collected. This time, the individuals are not giving up the data voluntarily. Turnstyle Solutions Inc. is a Toronto business that is monitoring the smartphones of individuals, gleaning information about lifestyles, shopping patterns and more. All of this is gained through electronic monitors placed in businesses who subscribe to the service, and all of this done without the permission of the smartphone owners.
Turnstyle is currently collecting data from about 200 businesses in a small portion of downtown Toronto. The results are remarkable, and offer a glimpse into how marketing will likely change in the coming years. As the article points out, a restaurant owner no longer needs to guess what promotion might work with his clientele. He can merely look at the data and develop a tailor made promotion based on real data. The prospects are limitless.
Recently, I touched on how I could see Comcast using viewership data from their cable subscribers to provide better programming and better targeted advertising on their network NBC. No doubt cellphone companies can do the similar things, based on tracking the signal of subscribers and through monitoring web traffic.
The legal issues are still a concern. The libertarian mindset I often operate from does not like the idea of anyone spying on me, be it a government or my cellphone provider. When the information is voluntary, I don't have an issue with it, and in fact like to reap the benefits. While I am fascinated by the technology presented in the Wall Street Journal article, it is a troubling to think the information is being taken without authorization.
Check out the article for yourself: http://on.wsj.com/19rP71U
Pete Van Baalen is a dynamic marketing professional specializing in traditional and digital marketing platforms with over 25 years in media and marketing experience. From Central Indiana (Indianapolis), you can reach Pete at pete.vanbaalen@gmail.com.
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