Data Science is on the agenda but what about Data Science Ethics? The twin motors of data and information technology are driving innovation forward in most every aspect of human enterprise. In a similar fashion, Data Science today profoundly influences how business is done in fields as diverse as the life sciences, smart cities, and transportation.
As cogent as these directions have become, the dangers of data science without ethical considerations is as equally apparent – whether it be the protection of personally identifiable data, implicit bias in automated decision-making, the illusion of free choice in psychographics, the social impacts of automation, or the apparent divorce of truth and trust in virtual communication.
Justifying the need for focus on the Data Science Ethics goes beyond a balance sheet of these opportunities and challenges, for the practice of data science challenges our perceptions of what it means to be human.
Margo Boenig-Liptsin’s points out that our ever-increasing reliance on information technology has fundamentally transformed traditional concepts of “privacy”, “fairness” and “representation”, not to mention “free choice”, “truth” and “trust”.These mutations underline the increasing footprint and responsibilities of data science – beyond the bytes and bits, data science shakes the perceptual foundations of value, community, and equity. If academia has been quick to establish Data Science programs around statistics, computation and software engineering, few programs address the larger societal concerns of data science, and fewer still analyse how responsible data practices can be conditioned and even encouraged. Let’s sketch out the contours of this challenge. Read more →
Big data is more than ever on the agenda of those marketers who are on the warpath of data-driven marketing. It’s the 6th year I’ve been active (from a content marketing perspective) in this area and I find it always more exciting, year after year. On March 12, I attended the Big Data Paris 2019 keynote entitled “How Tom Tom has evolved from a navigation company to a big data company”.
Tom Tom lives and breathes Big Data
The speaker was Alain de Taeye, Founder of TeleAtlas, Member of the Management Board, Tom Tom. For those who wouldn’t know, Tom Tom is a Dutch company. His pitch was instrumental in my understanding how Big Data moved from a technical topic into a full fledged transformational toolbox reshaping entire industries and businesses.
Such was the promise of Big Data six years ago or more, but few are able to show such impressive results as Tom Tom. Here is how they turned from a B2C company selling navigation devices into a B2B data-driven money machine.
The Big data revolution was the subtitle of de Taeye’s presentation and God knows this was a revolution! Tom Tom has changed radically. Here is his account thanks to my notes taken during his presentation.
Making navigation easier with Big Data
“At this moment in Paris we are collecting data from users and this is used to make navigation easier” Mr de Taeye said as an introduction to his speech. Tom Tom is well known for its maps and rapidly evolved into a technology company. “The company’s maps aren’t ‘ordinary maps’” however, Mr de Taeye went on.Read more →
It has become a common parlance amongst marketers lately; there’s hardly any marketing without data. Data lays down the bed-rock for successful marketing campaigns, and it has become a discipline within itself. In simple terms, I would like to present an overview of how to approach data-driven marketing.
To know your customer is fundamental, and to do that, there’s a multitude of questions that marketers must know the answers to. The data from these answers, collected from various primary and secondary sources, guides the marketing strategy of firms. The analyses derived from this precious real-time customer data can, therefore, determine the success of marketing campaigns.
There must be a proper methodology that caters to the requirements of marketers when it comes to data-driven marketing. Let’s try and dissect this topic to gain some insights into the world of data and how marketers can unveil its benefits for executing their marketing campaigns.
What data do we really need?
All the collected data isn’t really useful for marketers. It’s therefore paramount that marketers know what data they should collect, segregate and work on. Keeping unnecessary data will only help increase the complexity of analysis.
But, what’s really useful? Useful data is one that attends to the marketing functions of understanding your customer better: knowing when, where and through what channels to reach him/her at the minimum possible cost.
Last year, I interviewed Bernard Cova , the author of a founding book on tribal marketing in the 1990s. Here he is again on the radar of marketers who are not afraid of new ideas and should prepare themselves to face the 5 levels of community marketing. I translated and adapted this October 2017 interview. A must-read for all those who are involved, or would wish to be involved in such activities.
Your latest book* clearly goes further than the 2009 Neo Marketing (a new edition based on the 1992 best-seller). It poses the question: “Have brands become unavoidable in our lives?”
Brands have moved beyond mere market value and they have become embedded in our social lives. You can look at the life of brands without ever being interested in marketing or selling products or services and that’s what I do in these 200 page-book [editor’s note: this book is only available in French at this time].
In this book, I demonstrate, for example, that we can no longer name certain things without using brands as verbs. We are “skyping” or “googling” or “Twittering”… etc. I also show, matter-of-factly, how communities are built around a passion for brands that go so far as to organize brand celebrations.
*editor’s note: this book “the social life of brands” has not yet been translated into English
Is Social Selling utter nonsense? Let’s save time for our readers, the answer is a resounding no’. What is nonsense, however, is the claim, voiced by some ’experts’, that one may just have to sit behind a computer to sell more. Here I have investigated this matter in the light of my field practice of both selling and social selling.
I have had a Social Selling itch for a long time
When so many people are touting the benefits of social selling and businesses are changing their habits to accommodate new trends, there is always a risk that the trend becomes a fad and that all reason is lost.
This is why, I have long wanted to answer the above question on this blog, and I decided to do it (disclosure) as part of an engagement with our client Touch & Sell. Here is an introduction and an English version of my blog post.Read more →