Abstract
In the last chapter, I built the first proposition, showing how big data gave us a lot more observations about customers. This rapid rise in data has also been coupled with an equally rapid advancement of advanced analytics and automation to drive marketing decisions. The market leaders foresaw the availability of big data and started to build gigantic receptacles to contain and control the big data tsunami to their market advantage. A large number of consumption options have fueled the need for real-time and intelligent decisions, which must be automatically generated and fed into the consumption engines. A number of these advancements discussed here are very disruptive to the market, as they are driving significant automation and disintermediation of the middlemen, who processed and massaged the data. They are tearing apart marketing as we knew it in the past and replacing it with a new set of actions.
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Notes
Tom Vanderbilt, “The Science behind the Netflix Algorithms That Decide What You’ll Watch Next,” Wired, August 7, 2013, http://www.wired.com/underwire/2013/08/qq_netflix-algorithm/.
Tom Vanderbilt, “The Science behind the Netflix Algorithms That Decide What You’ll Watch Next,” Wired, August 7, 2013, http://www.wired.com/underwire/2013/08/qq_netflix-algorithm/.
Abigail R. Esman, “Chinas $13 Billion Art Fraud—And What It Means For You,” Forbes, August 13, 2012, http://www.forbes.com/sites/abigailesman/2012/08/13/chinas-13-billion-art-fraud-and-what-it-means-for-you/.
Brad Stone, “Why Redfin, Zillow, and Trulia Haven’t Killed Off Real Estate Brokers.” Bloomberg BusinessWeek, March 7, 2013, http://www.businessweek.com/articles/2013-03-07/why-redfin-zillow-and-trulia-havent-killed-off-real-estate-brokers#pl.
Jeff Howe, “The Rise of Crowdsourcing,” Wired, June 2006, http://www.wired.com/wired/archive/14.06/crowds.html.
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© 2014 Arvind Sathi
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Sathi, A. (2014). From Broadcast to Collaboration. In: Engaging Customers Using Big Data. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137386199_4
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DOI: https://doi.org/10.1057/9781137386199_4
Publisher Name: Palgrave Macmillan, New York
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