An important lesson on Big data predictions. Don't be creepy!

Companies have a dream, they want to be able to predict what you want next and provide this as soon as possible. Big data processing is an important step to accomplish this. Do you need a car, insurance or did your toilet paper ran out? They already have a proposal or the product is already on it’s way. Things can go horribly wrong, like when Target Figured Out A Teen Girl Was Pregnant Before Her Father Did. But the real question is, how will customers in general accept this kind of direct advertising or selling?  Two examples to illustrate the (un)accepted customer experience.

 

Example 1: Other people bought

AmazoneWe all know this kind of upselling. You put a book in your basket and get suggestions on what other people bought. Sometimes it’s interesting, sometimes it’s not. But it is accepted because you can make the connection between the book you chose and what is suggested.

 

Example 2: Pushed online advertisingSchoen

You are looking for a new pair of shoes and looked on different websites. You actually ordered a pair on a web-shop. But from that moment on you get advertising for all the shoes you looked at all over the internet. Most people I’ve encountered find this annoying and don’t understand how this is possible.

 

It’s about Human Interaction

When we look at these kinds of examples, we need to ask ourselves what we can learn from this when accomplishing the big-data-prediction dream?

  • If a customer can’t make the connection, if he or she doesn’t get how you as a company can know what they need, it won’t be fine. Like in the pushed online adverting example. Don’t be creepy!
  • We accept a lot more from other people than from technology. If my personal banker calls or emails me and asks if I need a new car, I will accept it because we may have talked about it earlier, he could have remembered. If I get an e-mail from my bank, not a person, I’ll have a lot more trouble to accept that they knew I needed a new car.

Like with many service challenges we can’t innovate with a purely technological solution like Big Data prediction; we need to take into account the Human feeling.

 

 

 

 

 

Like with many service challenges we can’t innovate with a purely technological solution like Big Data prediction; we need to take into account the Human feeling.

 

 

 

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