Description: “If we wanted to figure out if a customer is pregnant, even if she didn’t want us to know, can you do that? ”
Date: Feb 16, 2012
As the marketers explained to Pole — and as Pole later explained to me, back when we were still speaking and before Target told him to stop — new parents are a retailer’s holy grail. Most shoppers don’t buy everything they need at one store. Instead, they buy groceries at the grocery store and toys at the toy store, and they visit Target only when they need certain items they associate with Target — cleaning supplies, say, or new socks or a six-month supply of toilet paper. But Target sells everything from milk to stuffed animals to lawn furniture to electronics, so one of the company’s primary goals is convincing customers that the only store they need is Target. But it’s a tough message to get across, even with the most ingenious ad campaigns, because once consumers’ shopping habits are ingrained, it’s incredibly difficult to change them. READ REST OF STORY
Questions for discussion:
1. Are there any ethical dilemmas to using big data in consumer services?
2. What other commercial applications can you see for organizations in using big data?
3. What skill would you need to be able to use Big Data in an organization that you work for?