Big Data = Big Problems?

This article discusses developments in Big Data, raising the concern that Big Data could lead to too much personalisation.

Big Data = Big Problems?

Jason Mander

5 key take-outs for marketers

  • Consumers want to be individual – but they want collectivism that bit more. We call this unique belonging
  • The idea of personalised content is, for the time being at least, preferable to the reality
  • The risk with Big Data is that it takes consumers down too personalised a route, away from the crowd
  • We like marketing where there are enough likes, affirmations or interesting brand connections within. We want to share things with people who are like us.
  • Brands need to...

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