One of the magic words that has broken into the business world in recent times is ‘data’. Companies have turned them into a kind of almost miraculous element that can be used for practically everything. Data is the key to the future, the key to stand out in the present and the tool that makes the things that companies do are completely different from those that the competition does and therefore have more potential to succeed. The power of data touches so many areas and makes brands that much more powerful. Big data has become the secret weapon (or not so secret). Brands collect powerful tools that help filter all the information they receive about consumers and that allow them to draw increasingly effective conclusions when approaching their potential buyers and users in order to launch messages, products or services that are the right thing to do. what they are looking for and what they really want.
Brands have started to follow consumers everywhere and at all times. The loyalty cards, the information that is given in questionnaires, the shopping list that we make month after month at the supermarket? The list of elements that can help companies to get to know their consumers better is very wide and it does not stop growing. The Internet is the main Thailand phone number list cause of this explosion in the value of data, since it has made knowing the buyer and gathering information ever easier. Brands can follow their consumers through cookies, for example, to see what really interests them on the internet and the pages they are visiting.
But this is just the beginning, what they were doing before the internet and technology made the possibilities almost endless. Mobile devices allow you to add location elements, social networks are a mine of relational information, the Internet of Things has turned into a sneak of what interests and is consumed by practically any element? The sources of information are not only more and more but also more and more refined, more efficient and better able to really know who they are talking to.
You just have to compare what they knew about us a few years ago and what they know now. Three years ago, it was not difficult for Google to think that a journalist was a middle-aged man because of her work-related search history of her. Today Google no longer makes those mistakes. The information that brands have about consumers is overwhelming. There are the supermarket chains that know that a woman is pregnant before her own family due to their consumption patterns or those that know that keeping a minority product on their lists of products for sale compensates them because, although few people buy it, who They do have an average spending well above other consumers.
As Martin Lindstrom explains in How the Consumer Is Handled, the data mining business is growing at a rate of 10% globally, and the numbers look no less impressive in the near future. Is the future of post-privacy, as Lindstrom wonders? Or are they consumers yet to arm themselves? Data has become a very important part of the strategy of companies and that is already very clear. The statistics provide it and the information only confirms this idea. Companies are already very clear that information is a very important asset, the oil that will make their machines work in the 21st century. The question is, do consumers really know everything that brands know about them and their consumption habits?
In recent times there have been actions that have become very viral that have made consumers a little more aware of the situation. There is, for example, the journalist who decided to hide from the world’s brands that she was pregnant, determined not to become one of those especially valuable leads. Brands pay very high to reach pregnant consumers, since they are very valuable (they have many years of expenses and very high expenses ahead of them). Achieving it was almost impossible and pushed the journalist to take drastic measures, from using experimental browsers to buying using the most complex and ‘twisted’ way to not leave a fingerprint. Escape the brands and their data prospecting tools, or that seemed the conclusion to be drawn,
Studies show that, in general, consumers are concerned about their privacy. Consumers demand more and more personalized attention and therefore are aware (or should be) that companies know more and more who they really are. A recent SAS study indicated that 80% of Spanish consumers agree with the idea that they expect “that the companies with which I do business can understand my needs and preferences.” Consumers increasingly expect companies to personalize their relationships with them and therefore m