Predicting long-term user behaviour
The infinite data out there is already redefining how products are going to be marketed to us in the near future, says Daniel Vaczi
TV, shop online more frequently than going to the local grocery store and stay in touch with friends through social media more regularly than meeting them in real life. What fascinates me about this shift as a marketer is that the more we live online the more trace we leave behind about our consumer behaviour i.e. what we like/dislike, where we like to travel, what we eat, what we read, what we listen to, how we feel, what life stage we are in (single, just got engaged, became a parent), and so on. Essentially, your online history is like your DNA, a set of data that defines you. When data is used intelligently it can lead to tailored marketing messages that fit consumers needs and wants perfectly – after all no one wants to see generic offers from irrelevant companies.
The devil is in the data