Business with Different Type of Database - Big Vs Rich
Everyone seems to be talking about big data these days and how it’s changing the world. That might well be the case, but it seems that it’s beginning to become more of a nuisance than a solution. Surely the whole point of technological advancement is to make life easier and better for all involved? I believe now more than ever, there is place for a different type of data - unique, rich data - which has always been around, but not necessarily prominent in the online world.
As an example, one of my good friends Chris, is getting very close to the happiest day of his life. The day that he becomes a father. Chris is a hard working man and not only doesn’t find the time to do any shopping, he is hardly what you would call an online shopping expert. Needless to say, being handed the responsibility of finding the perfect pram for their new addition to the family, is a mountain to climb for Chris.
So Chris hits the web. However he doesn't even really know where to start, what to look for, where to find and not to mention commit to such an important purchase. But he prevails and browses, from Kiddicare to Mothercare, from Asda to John Lewis - he became a hunter-data-gatherer.
Then he left it for a day or two – to think.
In the meantime, based on his activity on social media and internet searches, big data was crunching away, having identified that, in all likelihood Chris’s family was expanding.
When he next connected Chris was bombarded with offers of, amongst others, the three N’s; nipples, nappies and nursery kit. Fine. Good work big data. But he was also however offered a dog bed, flea shampoo and a subscription offer for Dogs Today magazine. Clearly some big data must have been crunched wrong somewhere in the cloud.
However all of this is not very helpful to good old Chris, as he is looking for not only a pram, but the perfect pram for his family, with all the right features (which he doesn't even know about) and at a good price. This is Chris’s Everest.
Fortunately, one of Chris’s best friends, Jules is an online shopping and social media maverick and as a new mother, she went through the same process not too long ago. She knows Chris and his wife and she knows exactly what would be good for them. She also knows about Chris’s Everest and how he wants to surprise his dearest. While getting in the new order of nappies and food for their little one, Jules notices that the perfect pram is now on a 50% sale online, in Chris’s wife’s favourite colour as well…
So she jumped into action, added the pram to social shopping site haveyouseen and shared the link with Chris. She even created a collection of complimentary items from all over the internet that would make the first couple of weeks of parenthood just that much easier.
So all ended well. Chris bought the pram, Jules got a commission for her work and Chris is the conquering hero.
And that is why big data will never know a stranger as well as their best friend and why a personal recommendation goes that much further than even the most advanced and innovative targeted advertising.
I’m Founder & CEO at haveyouseen where we advocate the power of rich data every day. Rich data for us is what makes sense – the fact that that our friends and family will always know us better than any Google or Facebook (and soon Amazon) algorithm. Brands and merchants all over the world can now reward, through haveyouseen, their most trusted advocates for doing what they do best. Make trusted personal recommendations about their products.
{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B, Founder & Digital Manager (SEO,SEM,SMO) }}