Big data banks are nothing new. In the era of significant volumes of data, the careful approaches to observing consumer behavior have changed very little. What is new is our ability to access information and assimilate desired ways of being. In terms of marketing, this increased access to data primarily offers key insights to advertisers. It thus generates a greater relevance in marketing operations by taking into account facilitated information about customers and prospects. The campaigns are targeted and customized for guaranteed results.
Finally, these changes offer professional communicators and marketers an opportunity to take a greater interest in their customers and thus develop a closer bond — more authentic and mutually beneficial relationships. Some users will manipulate differently and for other purposes the predictions that come from our algorithms. Using big data with respect for otherness or generosity may not be the first of these virtual hunters’ motivation. Yet, this would avoid extracting this valuable information in order to classify, label or discriminate against us.
What if getting closer to the customer was an invitation to get closer to oneself? What if it was for everyone to get back their sensitivity with their own nature ? This is yet another real-life test of our ability to implement an external and collective communication policy. It will remain incomplete if it is not also an invitation to open up within us : to develop our intuition, creativity, sense of innovation, simultaneously for fun and to make a difference towards cooperation and sharing. It is up to each of us to realize that field testing the inner balance of our talents and our needs is as exciting and vibrant as experimenting with — the probably necessary but far from sufficient reality of — social media and the world of artificial intelligence.
- Christiane Lavanoux, The I Game
Translation: Mary Margaret White-Levilain, Guy Levilain
Resource-person in the US for IGA: Mary Margaret White-Levilain
Photo : JLB
The English e-book ” THE I GAME ” is available on the iBookstore
The French e-book ” LE JEU DU JE ” is also available on the iBookstore
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