Big data is good, but don't tell your customers

Recently saw a news overseas, a family in received a consistent accurate delivery of the business promotion letter at home, see one of the promotional product letter marked "The recent death of the customer's relatives in a car accident" information.

If the family is all healthy and safe, receive such a little curse content of the letter, we will at the very heart scold a few words of the company, but, on the contrary, the company's large data capacity and the ability to comment is extremely excellent, the letter about the recipient family information is very accurate! (Sounds like a real horror movie).

has been the merchant placed great expectations of large data, and finally in an exaggerated way to obtain the attention of entertainment media! (To know, in the past, large data has always been boring IT industry to pay attention to)

As for the definition of large data and the significance of human beings, I will not go into the details, anyway, there are countless experts will be repeatedly to explain, simple talk about the event in the business may use large data map:

That's where big data comes in. The basic supply chain for commercial enterprises to obtain customers:

A company is the need for potential customer information enterprises;

B Company is an information brokerage company or data and analysis company, is responsible for collecting and sorting out the potential customer information provided to the needs of enterprises, these data to help enterprises promote the promotion of products for the use of customers;

C Company may be a supermarket chain or to reach the end of the customer's business, its database has a large number of primary customer details;

D is an accurate analysis of the customers like mice (of course, in the case of full privacy protection, large data actually reduces the number of times we are harassed by spam ads, because it leads to more accurate sales behavior and more in line with our personalized needs).

The above storyline is basically: B obtains the customer information from C, filters out the information that satisfies a need, and sends a letter to D for a specific customer according to A's product content. A very perfect process, but in this process, may be the negligence of human operations, customer service representatives accidentally hidden background information in the background of the original message into the letter (estimated to be a lot of dry copy paste in the error), the result appeared this embarrassing scene.

The existing large data  can be divided into passive data and active data, perhaps I such a division is not scientific rigorous, will make many experts angry, but I have been accustomed to the complexity of things simple popularization, forgive me once.

Passive data

For example, we search in the search engine every time the record, in the electronic mall every time the product browsing and purchase records, each time the electronic payment data ... These seemingly unrelated complex data, together, analyzed and refined, you can generally describe your person's behavior habits profile, and to your future possible action to make a very high probability of prediction (the first big Data master should be Sherlock Holmes, and he compared to many self-proclaimed large data experts, now can only become Detective Lestrade).

Active data

Mainly rely on artificial collection, screening, Generation.

The perfect system of large companies, will be trained as a mole of the sense of smell, when they talk with customers, the side of the ears to listen carefully to the information disclosed by the customer, and then sorted into the company's customer resource management system.

In the normal, such as name, sex, company information, position and other customer personal information, there is a very important comment column, which is full of gossip about customers: out of books, family status, love to travel or love pets ... This information is the sales or customer service in the day-to-day contact with customers to communicate, of course, the purpose of doing so we usually think that the future can better service customers.

The use of large data technology, whether passive data, or active data, to weave these clueless information together, through analysis and screening, can accurately point to potential customers.

This is where the business experts are pinning their hopes. But this time the incident gave us a little reminder of how to guard against inadvertent privacy offense? Even with the banner of precision marketing, such mistakes are difficult to bear, let alone deliberate privacy violations.

From overseas credit card customer privacy data leaked, to the recent domestic open house data exposure, the data is growing, worry seems to be more and more. In the era of electronic, all the data related to our personal information are almost all in the network, in the future, perhaps a node of data leakage, is your personal and even the surrounding people's entire life information exposure ...

Maybe one day your girlfriend will receive your elaborate preparation for her, and from the online mall to order the birthday gift, and may be sent in the package with a good printed fixed form of thank-you letter, as well as the system accidentally printed on the "(according to the previous purchase record, the customer has 86% may like black silk engraving , and the cost is not expected to exceed 80 yuan, his girlfriend may not like the probability of 43% ... ）”。 Of course, this "warm" privacy judgment, which is based on analysis of the customer's past transaction data, usually does not appear, even if it appears, in parentheses.

Of course, the big data still brings us some convenience, the merchant does not have to peep, also can know you to have any hobby, and how to satisfy your this kind of hobby precisely ...

(Responsible editor: The good of the Legacy)