Bigdata_Marketresearch_Informationgoods__Coutinhofgv
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The fusion of Big Data and Market Research in a Brazilian media company as an example of the Information Goods Economy and their challenges for Market Research companies

The fusion of Big Data and Market Research in a Brazilian media company as an example of the Information Goods Economy and their challenges for Market Research companies

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Bigdata_Marketresearch_Informationgoods__Coutinhofgv Presentation Transcript

  • 1. Big Data, Market Research and Information Goods Marcelo Coutinho Fundação Getúlio Vargas / Terra Brazil marcelo.coutinho@post.harvard.edu @mcoutinho
  • 2. “In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”. Herbert Simon, 1971
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  • 4. Tracking technologies allow us not only show segmented ads, but segmented invitations for consumer research
  • 5. “Information goods are anything that can be digitized (books, movies, journals, telephone conversations, photos, etc). They can be edited, bought, shared, rented or loaned” Hal Varian
  • 6. Newsweek, 27/02/1995: “The truth is no online database will replace your daily newspaper, no CD-ROM can take the place of a teacher and no computer network will change the way government works"
  • 7. Market Research will remain relevant if integrates itself in the “information goods production chain”, as more sensors capture consumer behavior • Software + Hardware + New Methodologies = integration of implicit data (behavior) and explicit data (opinions) • Partnerships with content providers • Human Resources
  • 8. Big Data, Market Research and Information Goods Marcelo Coutinho Fundação Getúlio Vargas / Terra Brazil marcelo.coutinho@post.harvard.edu @mcoutinho