Big data needs to be more than just expensive noise

For all the vaunted potential of big data, the consumer benefits aren’t fully apparent yet. Netflix still recommends me movies I don’t want to watch, Spotify still nudges me towards bands I don’t particularly like and most of the companies targeting ads at me on Facebook are still barking up the wrong tree.

But as Russell Marsh, Global Chief Data Officer for IPG Mediabrands — one of the world’s largest media agencies with control of $36 billion in media assets — explains to me, the tools are there but people are just doing it wrong.

“Spotify and Netflix don’t model their data. They have a captive market already. They’re not paid to be good at this,” Marsh says.

Marsh cites a ream of case studies to how big data (or connected data, as he chooses to refer it) has already hit large in advertising. These all sit directly at the border of amazing and creepy. He says that recently he’s worked with a client which sells antihistamines, looking at weather and pollen data in order to plan their ad spending. Data showed that people stricken with hay fever buy pills after their allergies flare up, and advertising has real impact only when run at the perfect moment in a change of season. “We saw that there was no point buying media five days before people would need the pills,” he says.

Read More

  1. minecraft download 9 months ago

    Hi there, I read your blog like every week.
    Your writing style is awesome, keep doing what you’re

  2. When I initially commented I clicked the “Notify me when new comments are added”
    checkbox and now each time a comment is added I get
    three e-mails with the same comment. Is there any way you can remove me from that service?

  3. It’s not my first time to go to see this website,
    i am browsing this site dailly and get fastidious data from here all the time.

  4. takipçi al

  5. coconut oil off 2 months ago

    Great article. I am dealing with a few of these issues as well..

  6., Instagram kullanıcılarına ihtiyaç duydukları Instagram takipçi satın al hizmetini ve beğeniyi en uygun fiyatlarla en yüksek verimli haliyle sağlayan ve haftanın 7 gün 24 saati müşterilerine canlı destek veren Türkiye’deki tek servistir.

  7. ps4 games 2 months ago

    Hi there! Do you use Twitter? I’d like to follow you if that would be okay.

    I’m undoubtedly enjoying your blog and look forward to
    new updates.

Leave a Comment

Your email address will not be published.

You may also like

Pin It on Pinterest