cannot avoid the truth. Obviously ‘Big Data’ is here to stay.
I can say that I am by no means a Big Data expert. Large surveys with more than
3.000 participants still have the ability to impress me regarding the enormous amount
of data. Maybe I am ‘old school’ :-)
I am curious to learn more about ‘Big Data’. Doing so I recognized
a lot of well known things from the very beginning of my market research career.
time I was working for a German telecommunication company. That was the time
when mobile phones were primarily used for calling and messaging and smartphones
haven’t been invented yet.
called Nokia, Siemens and Sony Ericsson and not Apple and Samsung’ However, for
each of the more than 20 million customers every minute calling, every message,
every megabyte of data was recorded, primarily to bill the right amount of money
(flatrates were an exception, mainly offered to and used by business customers). There has been ‘Big Data’ 10 – 15 years ago.
now, one of the big challenges in this time was to find solutions of getting
use out of the huge amount of data that has been growing minute by minute,
hour by hour, day by day’
there was (and there still is) a need to understand consumers’ behavior in
order to serve the right customer with the right offer at the right time’ An increase
in efficiency regarding campaign management was the order of the day, especially
in times when the market has got more and more saturated. So analytical CRM came
into play and was fueled by Data Mining.
records from the data warehouse with market research results in order to
predict behavior. This was a challenge not only because of data protection
like the word ‘Data Mining’ because to me it bears some fine connotations such
as ‘craftsmanship’ and ‘working hero’. In my perspective the attractiveness of Data Mining declines during the past 10
years, but neither I know exactly if this is true nor understand why the
perception has changed.
not only big data but ‘Real Big Data’. I am pretty sure that ‘Data Mining’
already has experienced a revival because of what is now called Big Data. And again
I am by no means expert for this.
more about Big Data at TMRE via the ‘Data Analytics and BIG Data’ sessions (and
maybe about the “rebirth of Data Mining’.
He has worked for TNS, TBWA and other advertising, strategy and market
research agencies helping clients from industries such as finance,
transport and logistics, telecommunication and entertainment to
understand consumers through market research and to increase
implementation excellence. He will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida. If you’d like to join him, register today and mention code TMRE12BLOG to save 15% off the standard rate!