Tag: data strategy

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Why it’s not racist for marketers to treat different ethnic groups differently

personalisation, ethnic groups

Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.

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Data Management Global Insight Strategy and Management

Report: agencies using DMPs to serve clients, win new business

DMPs

From basic targeting to more refined insight gathering and knowledge sharing, how can agencies provide their clients with an advanced data strategy? A new, global report shows how media agencies are making the most of the capabilities of their DMPs – data management platforms – and highlights regional variations.

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Big Data Data Innovation Global In the News

£32bn big data sector to prove the doubters wrong

big data

personalisationThe phenomenon of Big Data marches on, with the latest estimates showing that spending on technology and services will reach $48.6bn (£32bn) within four years.

That is according to IDC, which says that between 2014 and 2019, the market will grow at a compound annual growth rate (CAGR) of 23.1%, with the big data market comprising three main submarkets: infrastructure; software; and services.

The software segment – which it defines as information management, discovery and analytics and applications software – will be the main growth driver, with a CAGR of 26.2% over the period.

Services – which includes professional services and support services for infrastructure and software – will grow by 22.7% a year, while infrastructure (computing, networking and storage) will see 21.7% growth.

Barriers for big data market

However, despite the predicted boom time, IDC warns that there will be certain barriers for the big data market such as privacy and security concerns as well as challenges relating to the collection of personal data.

IDC programme director Jessica Goepfert re research into dataIDC programme director, Jessica Goepfert (pictured), said: “The ability to leverage big data and analytics to develop an integrated view of customer activities and business operations will provide competitive differentiation to companies across industries.

“However, in addition to the huge opportunities, big data presents some significant risks and liabilities to organisations. Companies will need to approach these ongoing challenges with awareness, flexibility, adaptability and responsibility.”