Here is a little text I wrote some time ago in order to introduce a set of ebooks based on the work carried out by my students of the Advanced Master’s in Digital Business Business Strategy of Grenoble Ecole de Management. Digital Me Up (http://digital-me-up.com) was created five years ago. I decided to create that online space in order to serve a business case for content marketing. My idea was that, if I encouraged them well enough, our students would end up liking the blog so much that writing in it would not be pure pleasure.
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.
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.
Influencers are trusted people with a substantial number of people following them. Therefore, brands partner with them so that their products get marketed through personalities who are recognized by and looked up to by many.
Lately, companies have been increasingly going after influencer marketing and it’s expected that this trend will continue in the future. It’s quite amazing to look at some statistics that depict the growth in influencer marketing.
The malpractices of influencer marketing
People often buy followers to get themselves into the list of influencers. An influencer is somebody who people trust, talk about, and hence follow. Buying followers can only increase some numbers, but never endow anyone with influence.
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.