1. Why consumers want ‘Good’ data not
‘Big’ data
Jan 10th 2013
By Jessica Ezeogu

2. Big data defined
Big Data... “From the status updates, friendship
connections and preferences generated by
Facebook and Twitter to search strings on
Google, locations on mobile phones and
purchasing history on store cards, this is data
that's too big to compute easily”
Guardian,( 2012)

3. The challenge of ‘Big Data’
• Make ‘big’ data, ‘small’ data
• Managing unstructured, streams of customer information from
social media data sources Facebook, YouTube, apps, QR Codes,
blogs, GPS etc.
• Abstracting useful insight from the available data

4. Unspoken
Agreement
• Expectations of privacy are being renegotiated
• Privacy is not about control over personal data, but the control
individuals think they have
• Increasingly, people are gaining services that deliver value, relevance
and connection in exchange for their personal information

5. Trust
• It's about the reputation of the companies, ‘data is their
currency’
• Trust is a digital marketer's secret—when customers trust
you, they will reward you with their loyalty.

6. Good Data
• Involves putting the customer first
• Abstracting useful insight from the available data
• Ensuring the data collected is of a high quality
• Provides a significant competitive advantage
• Is actionable in a meaningful way
• Allows brands to analyse the behaviour patterns of customers that are
worth keeping

7. Timely helpfulness
• Consumers who are loyal to brands are increasingly expecting to
be rewarded
• Improves customer experience and engagement
• Allows the delivery of relevant and timely deals / offers/
recommendations based on customer experiences
• Increases consumer loyalty and reduces churn
•

8. Brands using ‘Big Data’ to cherish
existing customers
Incentives
Recommendations Engagement