Big Data: How Target Knows You Are Pregnant
Name: 李欣芸
ID: D0740772
Blog#5: Big Data: How Target Knows You Are Pregnant
ID: D0740772
Blog#5: Big Data: How Target Knows You Are Pregnant
Creating a use case is one of the first steps in any big data initiative. Retail use cases define the scope of the question you are striving to answer in terms that make it easier to define the scope of the data and the logic behind the analytics.
For example, using retail use cases Target was able to pinpoint when a customer is pregnant by the vitamins they purchase so they can market more maternity goods. Rather than asking a broad question such as “what do pregnant women buy?,” they defined the use case with a more narrowly formulated question, “Can you determine if a customer is pregnant, even if she didn’t know?”
Target marketers understood that getting new parents early, before the baby arrives, would make them long-term customers. Analyzing data from Target’s baby shower registry and customer profile information, Target marketers started to see emerging patterns and identified 25 products that were assigned a “pregnancy prediction” score. Eventually, Target was able to create a national database of tens of thousands of women who were likely pregnant based on their shopping habits.
The beauty of using big data to understand consumer behavior is you are not limited to analyzing the customer data you have in hand. Big data predictive analytics can include unstructured as well as structured data so it’s easy to include other revealing data streams, such as social media conversations, online shopping patterns, email traffic – anything relevant to consumer behavior.
Sally 何昕朣 D0740993
ReplyDeleteAs the article mention, one day, a male customer came angrily to a discount chain. The father complained to the manager because target actually mailed his daughter who was still in high school. Coupons for baby clothing and maternity clothing.But initially the father and daughter further communicated that their daughter was really pregnant. So he called Target to apologize and said he misunderstood the store’s daughter’s due date is August.
From this, I think this will extend a privacy and security issue.This is the arrogance of "big" data, not cleverness. Because the story is extremely dramatic-the biological father actually knows his daughter better than a computer, so this story is often used as a proof that "data understands people better than people" and is used to demonstrate the power of big data. Some domestic news media's understanding of big data seems to be rather the title of the report for this case is "The power of big data knows daughter's impact on hypermarkets better than his father.”
Here is another issue: Is the big data really “smart” or not? The Shanghai Institute of Finance and Law outside the "bystander-clearing" information field, believes that this case does not mean that the data is more "smart" than people and understands people on the contrary. This proves that the computer is "stupid" and the daughter who is still in high school obviously wants to protect My privacy doesn't want my father to know, but the "stupid" computer claimed to send the pregnant women's coupon to her home and was caught by his father. Therefore, I think the daughter may feel that Target exposure her secret, and considered whether should consume on Target again.
This comment has been removed by the author.
DeleteSally 何昕朣 D0740993
DeleteAs the article mention, one day, a male customer came angrily to a discount chain. The father complained to the manager because target actually mailed his daughter who was still in high school. Coupons for baby clothing and maternity clothing.But initially the father and daughter further communicated that their daughter was really pregnant. So he called Target to apologize and said he misunderstood the store’s daughter’s due date is August.
From this, I think this will extend a privacy and security issue.This is the arrogance of "big" data, not cleverness. Because the story is extremely dramatic-the biological father actually knows his daughter better than a computer, so this story is often used as a proof that "data understands people better than people" and is used to demonstrate the power of big data. Some domestic news media's understanding of big data seems to be rather the title of the report for this case is "The power of big data knows daughter's impact on hypermarkets better than his father.”
Here is another issue: Is the big data really “smart” or not? The Shanghai Institute of Finance and Law outside the "bystander-clearing" information field, believes that this case does not mean that the data is more "smart" than people and understands people on the contrary. This proves that the computer is "stupid" and the daughter who is still in high school obviously wants to protect My privacy doesn't want my father to know, but the "stupid" computer claimed to send the pregnant women's coupon to her home and was caught by his father. Therefore, I think the daughter may feel that Target exposure her secret, and considered whether should consume on Target again.