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

Campaign Middle East - - CAMPAIGN -

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

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.