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Consumer Analysis - Big Data

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Sama Andy

on 1 April 2014

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Transcript of Consumer Analysis - Big Data

Big Data changes thoughts about consumer behaviour...
Big Data cannot replace the depths get by marketing research.
Opinion Leaders and Big Data
Tuesday, April 1, 2014
Vol XCIII, No. 117
Big Data: A marketing opportunity ?
Consumer Analysis
- Big Data or
Big Brother
The arrival of big Data and its applications will fundamentally change the way we think about consumer behaviour and ultimately how we target consumers.
I. Introduction: What is Big Data ?
II. Big Data changes the way we think about consumers ...
III. ... and how we target them
IV. Recommendations
V. Conclusion

What is it actually ?
Garner used for the first time the term "Big Data"
- Should aim to achieve expected results in some areas and push capabilities in other areas
- Focus on smaller data to get more relevant values and avoid privacy issues
Emotional impulses Vs. Big Data and rationality
Emotional impulses
Werner Kroeber - Reil (2001)
Big Data
'The emotions are one of most important factor when shopping'
Passive stimulus
Pictures > Words
Strong stimulus
Much more information for customers
55% of Big Data projects not completed or have failed.
... And how we target consumers
“Big data is generated by everything around us at all times. Every digital process and social media exchange produces it. Systems, sensors and mobile devices transmit it."
Hal Varian, the chief economist of Google, has famously said that the
statisticians have the sexiest job of 21st century
320 billion of dollars will be generated in the american economy
The new era of data
The famous Stern University (New York), opened last year a campus in Shanghai with a new MBA "
Master of science in business analytic
Apple, Facebook, Google and Amazon hold
80% of our own personal information
, collected by different way.
2012 USA elections, was the "
Big Data election
" according to Nate Silver (famous statistician).
Memphis police use "
Blue Crush
" software to
decrease the crime
) [Minority report].
Big data offers a new way of thinking
The new oil
Daily life will be soon revolutionized
However, marketers should watch out for the privacy of people
Much more rational at
purchase time
'The flow of messages from the mass media goes to opinion leaders and then the leaders leads the messages to active users in the population
- The Opinion leaders have enough voice only in structured social groups.
- Those opinion leaders can do wrong (Pistorius, Armstrong…).



Purchase becomes rational and logical
(Katz and Lazarsfeld, 1995)
They may add their own opinion in the message
which may affects the active users.
Opinion Leader's influence is powerful, it has a huge impact on consumers
Marketers develop more depth research
Big Data
Lady Gaga, Obama...
Lightbeam Vs Tor

Video special Investigation - Big data, les nouveaux devin
Jeanne Thieulon - 10036934
Kevin Santiago Blanco - 10035853
Ariane Cobian - 10035858
Javier Martinez - 10035851
Andy Kibingwa - 10026076
Full transcript