Data Variety - The Spice of Life

Marketers are on the brink of a deluge of data sources that could prove to be extremely useful in future digital marketing strategies.

Would you freely give your biometric data to a vendor in response to an online advertisement? I would. But first, a word about big data.

I’m all for volume and velocity. In fact, velocity gives us a whole new way to think about data: time series. But for my money, variety is the spice of life in big data that can unlock more doors than ever.

From static data (who, what, where) to transactional (when and how much) to behavioral data (they did what??) to the attitudinal (and how did that make you feel?), we have done our best to keep up. But we are on the verge of an avalanche of data types that might not seem germane at the moment, but will prove to be useful.

Examples? Social media is the easy target. What people are commenting about, when, and where has been around for a while. That’s just par for the course. But now you can track how often your logo shows up in their photos.

Want to know what people are eating, drinking, and wearing when they mention your product or simply include it in the background of their selfie? Ditto Labs can analyze photos from Twitter, Instagram, Tumblr, etc., and find tiny, obscured, and upside-down logos in cluttered pictures.

You can filter by location, date, platform, and custom tags and sort by recency, popularity, smiles, groups, and logo size to dig deeper. Correlate that with the profiles of the tweeters, instagrammers, and tumblrs and you can build real-life personas, and then see who they follow to determine whom you should pay to be your celebrity spokesperson. Depending on which beer you sell, you might want to reach out to a different singer.

ditto-brand-affinities

Image credit: http://www.ditto.us.com

Other Data You Might Want to Integrate

This is where your imagination can run free. Who knows what correlations you might make by combining the information from some of these?

But Wait, There’s More

Mobile data is perhaps most revealing of all. Where are you right now? At work? Interesting. In your car? Headed where? Oh, the doctor’s office, eh? Hmmm.

Wouldn’t wearable data be wondrous? You could target your customers when they were hot, thirsty, and sleep deprived.

And don’t stop there – here comes the Internet of Things with all its associated data. My thermostat, my toaster, my shoes, my dog, and that chocolate bar I bought at lunch all have secrets to reveal.

In the end, I will pay good money to have an app that protects me from myself. It won’t let me buy anything seen in a targeted ad for 24 hours. Then, if I still want it, fine.

This app will negotiate on my behalf. I want the latest sports scores and the app will know to only offer up what city I’m in, in exchange.

I want a discount on my morning coffee? My app knows to include my gender and age.

I want loyalty points for my coffee? Well, then the app provides my customer number.

I want to test drive the latest Tesla for the weekend? My app will provide full GPS and speed data along with blood-alcohol information and heart rate data.

As the old joke goes, we’ve established what I am, now we’re just negotiating.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Analyzing Customer Data Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Digital Marketing Learning to win the talent war: how digital marketing can develop its people

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy

Report | Digital Transformation Engagement To Empowerment - Winning in Today's Experience Economy

4w

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource