From 2013, when the buzzword “big data” was first muttered, we have come on leaps and bounds with the aid of technology.Previously, consumers would be concerned about organisations tracking their shopping habits and seeing personalised and targeted adverts online after a Google search. However signs show that soon this will appear to be the norm. Consumers will volunteer their information in the hope of getting more personalised offers and deals in turn saving them time and money. Cookies will become second nature to web surfers and we will expect targeted deals and for retailers to already know our needs and requirements. In contrast, 2015 has been a victim of breaches of data and leaking personal details. The recent lawsuit involving phone giant Talk Talk has led consumers to be more wary of the internet’s powers and security. So what does the future hold for big data, and where do we go from here? I predict five major changes to big data which I think will appear in 2016 and shape the future of consumer analytics. (1) Consumers will become savvier As consumers become more aware that they are tracked and thatinformation is gathered on them via all of their devices, they will become more accustomed to retailers’ games and react accordingly. While some organisations may use omni-channel data for the benefit of the consumers, others have known to do otherwise. For example, consumers have expressed an interest in a flight online only to return to the site a day later and find the prices have increased. All because the retailers are aware of the demand and your requirement. Next year, we will see consumers negotiating personal data for special deals, much like what we see with Tesco Club Card vouchers, where purchases are tracked and shoppers sent vouchers for their favourite items. (2) Mobile apps will be the source of all data 2016 will see us drowning in data from apps. The rise of apps like Tinder and Grindr have allowed for personal data such as preferences, sexual orientation, political views, and more to be collected on a mass scale. This is nothing new, although previously it was more of a guessing game. Your search history online could help decipher your political stance and Amazon is known to be able to define your sexuality from just a couple of purchases. With mobile apps, people will volunteer their information is the hope of finding like-minded persons for interactions online. However, it is predicted that rather than just suggest some relevant reads based on your previous purchases or perhaps offer that winter sweater you looked at online at a discounted price, these apps will collect your details in order to control your behaviours on a larger scale. While you relax in front of the TV, the “big data” bank has identified that you are worried about your health from all those articles you read online, that your gym kit is wearing thin as you haven’t purchases one for months and social media shows you work out every day, that your spelling is not as good as it was. How is data going to change the way you do business? Is the rise of “datafication” affecting consumer trends? Continue reading on page two to discover how big data trends will evolve in 2016.
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