Our data: How customer data is revolutionizing the economy
Our data: How customer data is revolutionizing the economy is a non-fiction book by Björn Bloching, Lars Luck and Thomas Ramge . The book, published by Redline Verlag in January 2012, is also available as an e-book .
The book describes the history of the data that companies collect about us and how they use it. The three authors assume that there have been several data revolutions since the 1980s. The way from the mom and pop shops led through mass marketing and large-scale trade, professionalization of marketing , CRM , online marketing to integrated data-based marketing.
content
While the owner of a mom and pop shop ordered corresponding products for her customers in a targeted manner, companies today collect large amounts of electronic customer data for this purpose. The data collected can only be used if it can be linked to customer behavior. This is why "data-driven marketing" came about, which was first operated by CRM in the 1980s. At the time, however, it was not yet able to achieve meaningful and usable results.
The three authors assume that only through today's intelligent linking of data is a deep understanding of the interests and behavior of individual customers possible. It would also make it possible to combine the big P's of marketing: Place, Product, Price and Promotion. This method is called “data-based marketing” or “data marketing” for short in the book. The data collection and analysis by intelligent software would go so far, for example, that credit card companies would be able to know which of their customers is getting a divorce in the next five years.
With the development of social media , cloud computing and smartphones , the boundaries between the online and offline worlds of individual customers would be more and more lifted and, moreover, the database on them would expand considerably. Using this is likely to be the future task of the company and would affect large corporations, online retailers and small retailers alike.
Since the data belongs to the customers and not the companies, the three authors develop a proposal for a “New Deal on Data” that should be based on four pillars: data security, transparency, added value and the proportionality of the use of customer data.
Book reviews
On spiegel-online it is conceded that marketing is in the middle of a paradigm shift, since it has become analytical, data-driven and predictable.
On zeit-online, the authors are certified that they describe an essential development of this decade, as computer programs recognize relationships in masses of data that a person would never find. This leads to a competitive advantage for individual companies that operate this. We hope that the subject will have a wider audience, which will be addressed in the first half of the book; but unfortunately the second half is lost in consultant Latin.
bild.de refers to an interview with Ramge under the heading How companies spy on us. The book explains what we still get from it, based on the fact that almost all examples in the book come from the USA and Asia, where data protection is much more relaxed than in this country.
In a book presentation on hugendubel.de it is stated that the authors find strange-sounding connections between diapers and beer or jewelry and divorce, but also that customers definitely want a dialogue with companies.
In a book review on finanzbook.de it is assumed that the winners of data-based marketing will be those companies that can use their superior customer knowledge extensively and productively.
nomination
The book was nominated for the getAbstract International Book Award , which was presented for the twelfth time at the Frankfurt Book Fair in 2012 .
Individual evidence
- ↑ Björn Bloching, Lars Luck, Thomas Ramge: Data Our: How customer data changes the economy . S. 28. Redline Verlag 2012. ISBN
- ↑ Bloching / Luck / Ramge: Data Unser , p. 13
- ↑ Blocking / Luck / Ramge: Data Unser . P. 11
- ↑ Blocking / Luck / Ramge: Data Unser , p. 204
- ↑ spiegelonline.de : The data of others , from January 19, 2012, accessed on October 10, 2012
- ↑ zeit.de : Source of Prosperity. How To Do Big Business With Data , Retrieved October 10, 2012
- ↑ bild.de : This is how companies spy on us. Book explains what we still get out of it , accessed on October 10, 2012
- ↑ hugendubel.de ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. : Astrid Grumbracht: Data Our! Data user! dated March 4, 2012, accessed October 10, 2012
- ↑ finanzbooks.de : Data Unser , accessed on October 10, 2012
- ↑ getAbstract International Book Award will be presented for the 12th time in 2012 . Press release of the Swiss company getAbstract AG on the web portal of the news agency pressetext.com of August 5, 2012. Accessed on October 10, 2012.
