Little Data, Big Impact: Notes from the World Retail Congress on Making Data more ActionableTheodore Iacobuzio |
Global Insights’ Digital Sharing and Trust Study has had remarkable take-up since our launch early last month – by both marketing and privacy professionals. Both groups are interested in the implications of one key finding from the research: demographics don’t matter.
One forum where the universal relevance of this finding was evident was my panel, “Little Data, Big Impact” in Paris at the World Retail Congress last month. The session assembled practitioners of big data and those developing best practices regarding consumer information online – from a regulatory, retail and marketing perspective.
While the de-emphasis of demographics in an online context manifests differently within each of their lines of business, each panelist and audience member was in remarkable agreement with each other about the importance of leveraging personality-based segmentation in the future.