Collecting and cross-referencing data to make it “smart data” allows companies to be more efficient, but it also requires know-how: a review of the main pitfalls in which companies that start to exploit big data are likely to fall.
“Collecting data brings wealth to companies, if they know how to treat them, cross them, to make a big data cluster a cabinet with cupboards where are stored ‘smart data'” , says Matthias Wahl, holder Spokesperson from the German Online Marketing Service after a lecture at the DMexco, Cologne International Marketing Exhibition ( Germany ). This new tool allows them to provide a more qualitative, personalized service to their customers, to better target their advertising campaigns so that they reach a more specific audience.
But they must be used with intelligence so as not to damage the reputation of the company that uses it. “As long as their use enriches the service rendered and that it satisfies the customer, no problem, but if it feels like being abused, the value of the brand will be affected, sooner or later,” continues -he. This phenomenon will become increasingly important as consumers begin to be aware that their personal information is collected and used by groups. “Today, they are not all aware of the risks they take, but it will be less and less the case”insists Matthias Wahl. Competition between companies trying to capture the same customers will start to play on this ground, even for those whose data is not the core business.
PUT IN PLACE A LEGAL FRAMEWORK
To be the best on this new battlefield, “they have an interest in communicating very openly, on their website for example, to detail how they use the information they collect on their customers,” says Gaëlle Recourcé, who ensures the scientific direction at Kwaga, after having participated in a conference on big data organized in Paris by G9, the digital think tank. “We should launch discussions between the players in the sector, to set up a legal framework (currently non-existent in Europe) that can regulate these practices, but without, however, crushing the companies that exploit the data with too strict rules. ” , adds Matthias Wahl.
To exploit “smart data”, with a real added value, it is often necessary to cross several datasets. Companies can use the information they collect themselves, but they can also buy it outside. Shopping on the data market is often not easy. “The groups that sell these data do not currently have quality standards, and the customer is never 100% sure that the data set they buy will be compatible with the one they already have and that it will be possible to cross the two databases , ” says Matthias Wahl. Converting data to make them compatible can waste a lot of time. To overcome this problem,”Companies that sell data could agree and create a certified quality data label, so that their potential customers can be found more easily,” he concludes.