For all those tired of the talk of big data, which is changing services, there’s also a backlash, a sort of arts and crafts movement in statistics (no offence intended) with a focus on using ecommerce product and customer data efficiently, now that it can be looked at it in high fidelity.
Perhaps the biggest boom area in marketing technology at the moment is CRM. But aside from companies getting their houses in order, building them on the rocks of data collection, triangulation and testing, there’s talk of a further revolution.
The revolution comes in the form of a data empowered consumer. The customer is gaining more awareness of and control over her data. Will we approach a point where consumers are fully aware of the value of their data, and are capitalising on it with companies that enable a value exchange, providing extra services, products or savings?
Well, this post is going to have a lot of rhetorical questions in it, questions inspired by last week's Personal Information Economy conference run by Ctrl-Shift. But it will also have some facts and a particularly good case study, Money Saving Expert’s Cheap Energy Club.
So, have a read and let me know how far you think a data empowered consumer can change advertising and marketing.