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Turn Big Data into smart data
David Brennan, Admap, December 2013, pp. 34-36
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited.
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited. Additionally, data collected online misses the subtleties of context in complex human behaviour and decision making, meaning that it captures only a snapshot of a person's behaviour that may change quickly, rather than displaying a pattern. In order to turn Big Data into 'smart data' analysis needs to incorporate offline information collected through other research techniques.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Seeing with new data
Larry Friedman, Admap, November 2013, pp. 10-12
This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours.
This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours. Historically marketers have relied on consumers reporting their behaviours, but Big Data changes this. Observational methods such as social media listening, website analytics, and the content of social media exchanges allow marketers to build a picture of what people are doing and saying. It also means that traditional market research methods such as surveys can become more focussed. The article explains how developments in Big Data are creating a clearer picture of what happens during ad campaigns.
Actionable analytics: Reexamining metrics for better data-driven decisions
Michael J McDermott, ANA Magazine, Autumn 2013
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities.
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities. There are many challenges, including handling large amounts of data, getting to grips with using cloud computing and creating a data-driven culture throughout the company. However, if these can be addressed, then data analytics can provide substantial benefits in customer experience, engagement, retention and loyalty, and marketing optimisation and performance. Best practice advice comes from MarketShare, a predictive analytics firm, Gilt Groupe, the online retailer, and SAS Institute, developers of analytics software.
Talking data analytics with Action for Children and O2: The Festival of Marketing 2013
Joseph Clift, Event Reports, Festival of Marketing, October 2013
This event report discusses how approaches to data analytics are evolving. Research shows that marketers face growing pressure to demonstrate effectiveness, a trend many brands are struggling to satisfactorily respond to.
This event report discusses how approaches to data analytics are evolving. Research shows that marketers face growing pressure to demonstrate effectiveness, a trend many brands are struggling to satisfactorily respond to. Two possible solutions are discussed. The first, used by charity Action for Children, is to leverage a self-service, cloud-based reporting and analysis system which can be tailored for the needs of individual users. The second, employed by telecoms provider O2, involves establishing an in-house analytics team that formally assesses the performance of communications.
Creativity and the "algorithm of surprise": Insights form the Festival of Marketing
Lena Roland, Event Reports, Festival of Marketing, October 2013
This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed.
This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed. What these algorithms cannot do, however, is replicate the joy of finding something completely unexpected or outside the norm. As such, deliberately disrupting the user experience seems the best way of mixing structure and a necessary touch of creative chaos.
Let's Face the Music...and Dance: Music's lessons for research in the big data age
Will Goodhand and Olly Nelken, ESOMAR, Congress, Istanbul, September 2013
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced.
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced. Changes in the music industry were initially difficult for participants, but those who experimented and took risks made the most of developments, for example in digital music technology. It is argued that the evolution of Big Data will be similar, and that those who experiment with approaches will be best placed to seize the opportunities Big Data represents.
Why Big Data is a Small Idea: And why you shouldn't worry so much
Stephen P. Needel, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed.
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed. Concern about marketing research being overtaken by companies more suited to Big Data analysis have led some in the industry to overstate its impact. It is argued that aspiration towards quickly processed and actioned data insights are not practical or desirable. Also considered are arguments around whether Big Data is actually capable of understanding and predicting consumer behaviour.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
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