BLUE CHIP TECHNOLOGY
In our Big Data future, the marketing and insight community can pay much less attention to consumer motive.
Big Data is a genuine revolution. But even as its efficiencies universalise, so brands have to find new creative ways to compete.
Mass marketing is progressively replaced by commercial messages which are unique, focused, personal.
Personalised marketing has its limits, its costs. The customer may revolt against personal and precision targeting.
Big Data will stimulate ever more consumerist agitation for legal restraints.
Data protection rules are developing worldwide; but each region has different regulations that present unique demands.
Big Data will perfect new product development and minimise R&D losses
Big Data is not a panacea. Big Data can aid tactical decision-making; but cannot replace strategic thinking.
