sales and big data
DESCRIPTION
There’s zettabytes of data available. Big data can inform, but it can also mislead. Have we learnt how to handle the data safely? Have we managed to turn all that data into wisdom? Sadly not yet and there are few guiding principles we all need to follow if we are to avoid damaging our reputation with customers.TRANSCRIPT
![Page 1: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/1.jpg)
Big Data
Sales and the ethics of
![Page 2: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/2.jpg)
2013: the year of Big Data
►Bradley Manning came to trial having
made public “what the US ambassador
really thought”
● Problem 1: concentration of risk
● Problem 2: over-widespread access*
►Edward Snowden revealed PRISM
● Industrial scale data interception
● Spooks trying to keep us safe by reading
al-Qaeda’s email and probably others’
* Not all have access to everything but “Almost 5 million people have a U.S. security clearance; About 1.4 million of those lay claim to "top-secret" clearance.” USA Today 10 June 2013
![Page 3: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/3.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
What is
Big Data?
![Page 4: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/4.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Definitions vary, but
► Most search engines don’t just search, they remember your
searches.
► e-commerce sites don’t just remember what you ordered, but
they watch how long you spend on the site, when you return
and more.
► Insurers are beginning to use Big Data; they decide whether
to insure you or not, not just on the basis of your proposal
form, but on what else they can find out about you.
► Job interviewers probably research candidates’ social media
footprint (NB this can be viewed as discriminatory).
► Weather forecasts will soon improve by using “OpenSignals”
atmospheric pressure data from our mobile phones.
![Page 5: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/5.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
The potential for acquiring even bigger data is immense.
![Page 6: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/6.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Data used to look like this about 12 bytes/inch
![Page 7: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/7.jpg)
Now they’re stored on these
1TB stored on paper tape would stretch to the moon and back
almost three times
![Page 8: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/8.jpg)
The cost of storage is now so cheap, 3p buys enough capacity to store where someone has been and who they have called for a year, probably for a decade or more. In December 2013 disk storage cost under 3 pence/GByte on eBay.
![Page 9: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/9.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
It’s intimate Many of us freely share details:
► Almost all the people we know.
► Who we speak to, when, and where we were at the time.
► Who emails us.
► How fast we accelerate when we drive our cars.
► What route we took to work.
► What temperature we keep our houses and offices.
► Which direction we’re facing.
► … where and when we spend cash.
We give this information away!
![Page 10: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/10.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
You probably guessed the source! ► It combines your contacts from LinkedIn, Outlook and other sources
in a useful or spooky manner … depending on your perspective
► The most recent Galaxy S4 has the following
● Accelerometer
● Geomagnetic compass
● Geographic Positioning System
● Gyroscope
● Proximity sensor
● Barometer
● Hygrometer
● Ambient thermometer
● Light meter
● The S4 even knows when you are looking at it!
► Many of the apps we use on our smart phones require us to grant access to much of this data.
![Page 11: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/11.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Pervasive and persistent
“25% of smartphone owners
aged 18-44 say they can’t recall
the last time their smartphone
wasn’t next to them”
IDC and Facebook 2013
![Page 12: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/12.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
More data from “the Internet of Things”
All sorts of things can now be connected to the internet: fridges, vacuum cleaners, central heating systems, burglar alarms, lighting, hi-fi, cars and more.
Some cars will already call the emergency services if you crash. Soon your car will contact your PA (a computer) to tell it that it needs servicing. Your PA will check for a day you’re working from home and book the car in for a service. The car will already have told the garage which parts need replacing.
By 2020 expect to hear someone in the pub on whatever comes after Facebook tell of their woes on the day their house crashed!
Coming next the human genome: your unique 3GB code is available for under $6,000 down from $95m in 2001!
![Page 13: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/13.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Even big business has been rattled by governmental activity… perhaps because some of their businesses depend on acquiring large volumes of data?
![Page 14: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/14.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
With all this data, how far have we got in our quest for wisdom?
![Page 15: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/15.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
This is what is available through analysing search histories using Google Trends:
![Page 16: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/16.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Some things are predictable
![Page 17: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/17.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
December peak for champagne
![Page 18: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/18.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Interest in royalty
Press
report
Kate and
Wills split
Royal
Wedding
Birth of
Prince
George
![Page 19: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/19.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Saturday is Pizza night in the UK
![Page 20: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/20.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Taxes loom in January
![Page 21: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/21.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
The economy
![Page 22: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/22.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
But this peak is swine ‘flu
![Page 23: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/23.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Is validation the only problem with our use of Big Data?
![Page 24: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/24.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Sadly not, let’s look at an advertisers’ use of Big Data.
![Page 25: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/25.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
How not to nurture a sale
► I visited a well known web retailer to find a
casual blue shirt.
► I found one, but I wasn’t quite sure.
►So I didn’t buy.
►This is what happened next…
![Page 27: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/27.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
After a few days …
► I felt I was being stalked by a blue shirt.
► That blue shirt followed me everywhere.
► I got so fed up seeing the blue shirt I finally found a way to opt out.
Result:
► My perception of the retailer was damaged.
► I turned off the technology, so someone lost some revenue.
► All because the retailer had failed to consider the customer’s experience.
![Page 28: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/28.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
It could have been worse
►What might a colleague have
thought if he looked over my
shoulder in the office and
ladies’ blouses seemed to be
on every screen?
►Obvious: I was looking to buy
my wife a blouse for her
birthday … or perhaps not!
![Page 29: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/29.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
It’s not all bad news for the consumer, or for the retailer.
![Page 30: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/30.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
The shirt
buyer fights
back:
![Page 31: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/31.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
If you’ve got time to game the system
► First find what you want.
► Make sure you are registered with the retailer as a customer.
► Visit a competitor’s web site, then go to the retailer who stocks what you want. ● Click, pause, dither.
● Perhaps put the shirt in the basket.
● Pull out of the purchase.
► The reminder email will arrive.
► Visit again after a week or two.
► The special offer will arrive. ● BUY!
● Sale made! Blue end on end shirt, excellent
quality, thoroughly recommended!
![Page 32: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/32.jpg)
Big Data
So what about the ethics of
![Page 33: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/33.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Some guiding principles for Big Data
► Just because the data suggest something ● Don’t follow blindly
● Try to obtain an independent validation
► Always remember the customer experience ● Reach out to the right people
● By all means remind them you are there … but sparingly
► … and handle the data responsibly ● Take your duty of care seriously
● Avoid excessive concentration of risk
● Avoid over-wide access to the data
![Page 34: Sales and Big Data](https://reader034.vdocument.in/reader034/viewer/2022052522/547dc5a0b47959c0508b49fc/html5/thumbnails/34.jpg)
Consilium | s a l e s t r a n s f o r m a t i o n |
Consilium | s a l e s t r a n s f o r m a t i o n |
For more
sales and
marketing
insights: