Comment: Load large data into cages

In the 20th century's most famous 100 English novels, Huxley (Aldous Huxley) 's Brave New World (brave) revealed Europe's deep concern about "American" and "Humanization technology". Today, Huxley's concern about technology control and manipulation of human nature is blurred in large data marketing.

The concept of Big data marketing is sweeping the world.

Due to the lack of nature for hundreds of millions of years in the process of debugging, all man-made technology has negative externalities, there is social risk. Therefore, anyone who sells us the same technology as the panacea, whose motives and positions deserve to be critically scrutinized.

21st century, the big data is power, is the power to manipulate consumers.

It must be put into a cage.

A diaper-induced rage.

At the beginning of last year, a Minnesota father rushed into the local "target" supermarket singling: why the supermarket kept sending his daughter a discount on baby diaper samples and formula?

The father later learned that his daughter was really pregnant.

The big data analyst at the "target" supermarket headquarters deduced the fact that she was pregnant from a variety of search behaviors on the Internet. So, a deluge of baby supplies advertising.

Is it teenage pregnancy or big data? I'm afraid I have it.

The New York Times's comprehensive report on this diaper gives us a glimpse of the latest marketing model that relies on big data: Start with the doll and let mom take the bait.

Large supermarket chains such as "target" have long recognised the consumption habits that began with the purchase of baby supplies. Mothers and babies become "friendly" long-term consumers when they start to know a brand, understand a store, and get used to a shopping style. Their consumption value can be accurately calculated and predicted by algebraic program. If the mother temporarily forgot to buy, like medicine generally punctual promotion on the start.

"Target" is not a special case.

Big American companies are scrambling to engage in big data marketing campaigns. There is no doubt that large data produce many beneficial social effects. It could, for example, help control America's 17.6%GDP health spending and bring more than $300 billion trillion in cost savings and benefits to the pharmaceutical industry (from McKinsey's report).

Manipulating Temptation

Oscar Wilde Wilde said, "I can resist any force except temptation."

In the face of temptation, we are Oscar Wilde's peers. That's why big numbers love us. "The one who bought this chocolate is particularly fond of the jam," he said. "You and the successful people above love this brand of furniture, and 8 of them have just bought the vintage that is now being promoted." Does that sound familiar? Because they all come from the big Data school. Useful evidence of these classic marketing patterns, grammatical and logical structures comes from "Sexy data scientists" (Harvard professor Davenport).

Even if the case is not on the side of nudge, a behavioral economist, Richard Thaler, the MIT Neuro-psychological scientist (Ann Graybiel), the "Mouse Habits and Control" report, the leading companies in large numbers have long linked psychological, neurological, Scientific discoveries in cognitive habits have been applied to marketing design.

We know nuclear physics doesn't kill people. Companies armed with large data research have mastered the cutting-edge power of temptations to consume.

Charles Duhigg, of the New York Times, found that Duchegg, a commodity-producing company, employed psychological experts to help them turn a unsalable taste product (Febreze) into a 1 billion-dollar sale. The trick is to use advertising to stimulate the sense of smell that has been desensitization, to arouse people's awareness and desire to smell. In the odor environment that people have already adapted to add to the chemical, and develop their preferences and dependence. To whom does this artificial consumption bring value and serve the ultimate benefit? In big data games, digging between values and manipulating temptations is only a line across the sand.

(Responsible editor: Fumingli)