The problem with Big Data
Okay, we all know the story about how Target used data mining techniques to improve the targeting of its advertisement campaigns. It got real creepy, like when they started sending ads for baby clothes to a teen before her parents even knew that she was pregnant. Whoa, they had to pull back and started to hide those ads among others so it wouldn’t feel so creepy.
But creepy it is. Yes, sales at Target are up and all seems good. But is it? As people become aware of big data techniques, will it strengthen the brand relationship? I doubt it. In fact it may weaken it – forcing companies to continually have to “buy” loyalty in ways that weakens their margins.
Customers want to be heard. They want to be taken care of. They don’t want to be continually spied on.
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