FIGARODIGITAL.CO.UK
ESSAYS
These are then logged as interest types on my profile for future push personalisation. For the organisations, logging this information in the Enterprise Resource Planning (ERP) platforms enables them to source further content to reach my demographic. For organisations to do
this effectively they need to harvest my data through clever apps and utilities, such as reward programmes. They then need to join the dots and build my profile around all of the interactive touch- points I have with that organisation. Algorithms are then used to extract and understand the data meaning. Finally, all this needs to be applied back to the user through apps and websites. This enables the user to feel rewarded and ultimately, helps ensure that the organisation gets more custom from that individual. As consumers get more tech savvy, they enjoy utility, such as not worrying about collecting boarding passes, which ensure that the organisations they use the most know they are valued customers and will be rewarded.
IN LESS THAN 40 MINUTES BIG DATA HAS ENTERED MY WORLD”
the appropriate gate. Jumping on the flight, I get settled and take off for the real clouds. I know for the time being that I’m disconnected, but this will become limited as most airlines are now investing in wifi on planes. Seven and a half hours later I land at Chicago O’Hare International Airport. Data from the immigration queue, fingerprints, photos and passport details goes straight to the US government’s private cloud. Goodness only knows what happens with that data!
INTO THE CLOUD There’s no form of big data in the queue through the security lane. I hope the new security scanners aren’t sending images to the cloud, but something in me suspects that they are. I often wonder about data privacy and who gets access to what. I run to the lounge, fly through the reception with my app (it is great that there is no need for a boarding card and loyalty card to get in). I grab a coffee just before my TripIt app makes the airport announcement noise – big data has pushed a live feed of departure and boarding announcements to my phone. I take one look and head to
VIRTUAL DATA – REAL UTILITY Once I’ve made my way through security and collected my luggage, it is time to make a decision on how to get to the hotel. I have quite a few meetings throughout the week in various locations. Is it cheaper to use public transport all week, rely on cabs or hire a car? I opt for the car hire. Out comes the iPhone again and I fire up one of my favourite apps provided by Zipcar. I’m already a member of the car club so they have my driving license details and credit card details saved. I type in my location and see that there is a car free for three days and that it’s located in a nearby short-stay car park.
I head to the car and using my iPhone app, I click the ‘car unlock’ button. It sends a message to the cloud, checks my details then sends a message back to the car’s little black box, unlocking the
car as if I had pressed the key fob. I hop in and drive to the hotel; the black box keeps a record of my mileage and charges my credit card accordingly. All the while, big data is recording mine and the car’s whereabouts. Now that’s real utility; the ability to hop in a car parked at the bottom of your street and pay as you go without having forms to fill in. Dropping my bags off at the hotel, I
drive to an office complex to get some work done. Each user pays a subscription to use the space (including a hot desk and meeting rooms) and uses their own technology to conduct their day-to-day business. The cloud and big data have a big presence here; they are being used to network, share ideas, innovate, collaborate and work on projects in a more flexible manner. This use of big data is not only about companies harvesting data, it is about using big data and the cloud in new ways to create a virtual, more globalised, connected world.
EASY ACCESS With most of today’s examples, the biggest benefit of big data is to make my life easier. We still have to be vigilant about privacy and companies must continue to only use data to provide an enhanced service, giving consumers something back rather than selfishly marketing at them. All in all, it is about making our worlds much easier. So, where next for big data? For me it
is clear: on an average day I need to see the dots being joined around my touch-points with a particular brand. Whether it is an airline, car hire service or booking a hotel, I don’t want to keep retyping. I want convenience, quick access, intelligence and utility. Organisations that get this formula right and continue to innovate their service culture using big data will benefit in the long-term.
Amaze.com
48 issue 17 may 2013
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