Miramar Pulse – August 2019
Catherine Russ
A round-up of some thought-provoking articles our team have read regarding privacy and customer data.
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A round-up of some thought-provoking articles our team have read regarding privacy and customer data.
Marketers are having to become more creative (and careful) in how they use the vast amounts of customer data available today. It’s an interesting time as technology finds new ways to exploit data, whilst debates around privacy also become louder.
AI can analyse huge amounts of customer feedback and survey data much faster than a human possibly could. Harnessing this could allow marketers to respond to trends and feedback a lot more quickly – so it will be interesting to see if companies start seeing ROI from using AI.
Mitsubishi have used social listening, AI, and geotargeting to identify gatherings of customers who fit their buyer profile and offered them test drives. The campaign was described as the ‘first of its kind’ and is a really interesting combination of experiential marketing and advanced targeting technology.
The debate around privacy is only growing louder with facial recognition, targeted ads, and the storing of voice data all being discussed in recent mainstream news. We might start to see a growing divide between the consumers who value their privacy and those who decide to take the reward with the risk.
It’s hard to have a discussion around privacy without Facebook being brought up. In the wake of the Cambridge Analytica scandal, privacy is clearly on Mark Zuckerberg’s mind too. They’ve launched a UK ad campaign attempting to educate users on how they can adjust their privacy settings.
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