menu

Ed Cotton: Are Brands Missing A Data Opportunity?

Ed Cotton: Are Brands Missing A Data Opportunity?
Advertising

As of now, brands are using customer data to better target their marketing efforts. But what would happen if brands use this information to work with their customers?

Caroline Ku
  • 27 july 2011

Nicholas Feltron , Ben Willers (shown above) and others are examples of “artists” who are collecting and using their own personal data to find ways to showing patterns and rhythms in their own existence.

It takes time and an obsessive mind to get to this level of painstaking detail and to what end?

However, it’s likely in the very near future each one of us will have a large data repository of our behaviors- some will be “ours” and some will belong to “corporations”. How we intend to use it and get the most out of it will depend on just how willing brands are to share and how many consumer-centric “middlemen” emerge to help make it happen.

Brands have for years been collecting masses of data on their customers which they’ve intended to use “against” them.

I am being “flip”, but the current state and world of data mining is really a pure B2B play with giant corporations helping brands, play with, append and manipulate their data with the prime objective being more fruitful marketing efforts.

It’s based on the old “command and control” model- with the brand controlling the data and using it to maintain their power over the subservient consumer.

Could there be another way of thinking about this?

What if brands were to give up their data and share it with their customers?

I am not talking about doing this as an act of transparency- although that would be advisable and smart, I am really suggesting there will be forms and analysis of data that could be used to make customers more engaged with the brands product or service.

Continue reading here.

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at Influx Insights.

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

Gaming & Play december 2, 2016

This Game Lets You Be A Pilot In The Drone Racing League

DRL Racing Simulator recreates actual courses in a virtual environment

Travel december 1, 2016

Hotel Chain Is Giving Away Its Not-So-Super Hotel Art At Art Basel

A lesson in how to advertise a kitschy-to-cool redesign in the middle of Miami Art Week

No search results found.