Lately we’ve been hearing a lot about big data, the supposedly massive collection of data that can tell us everything about the most intimate behaviors of Internet users. Is it really such a revolution, or just one of those terms invented to create a buzz in the media? What can we expect in the years to come? Let’s take a look at what could very well change the way we live, whether we’re a company or simply a customer.
Aren’t we exaggerating a bit about big data?
There’s a lot of talk about it, but the first thing you notice is that those who talk about it most in the mainstream media have no idea what they’re talking about, or else they pretend not to know so as not to panic the general public. Because really, when you get right down to it, there’s plenty to be frightened about, especially for those who are a little more paranoid than the rest. If you’ve heard of Marc Dugain and Christophe Labbé’s book L’homme nu (The Naked Man), you’ll know that, yes, a lot is currently known about the habits of all connected individuals. So if you’ve got a smartphone in your pocket, you’re concerned. And if you’ve got a Facebook account and like to use Google and Youtube, there’s nothing left to do ;-)
The advantage for connected businesses
Let’s get serious again, and see what an opportunity this represents. Knowing more about everyone and their real habits, above all, makes it possible to offer better products that really meet the needs and expectations of customers, even and especially those who don’t know how to clearly express what they need. If you use Google Analytics, or Adwords, or Keyword Planner, or Youtube as a member of the partner program, or any other tool that enables you to study the behavior of your visitors, you’ll know that, above all, it’s the aggregates that do the talking and enable us to make the best possible decisions. Thanks to them, we can achieve totally unprecedented results, at least if we know how to use this data effectively. Data-mining is still relatively new, and many people don’t know how to make the most of the tools at their disposal.
Needs analysis and segmentation
The other advantage of Big Data is the correlated data that can be collected on a particular individual. But let’s not forget: having data doesn’t mean knowing right away what it can be used for. And if you only have one piece of the puzzle, you don’t necessarily know much more. This is where the necessary cross-referencing between various tools, such as those mentioned above, comes in.
