A recent article stated “McKinsey finds it’s all talk and little action with data analytics in most companies”. Mike agrees and will discuss how, despite advances in hardware and software, the promise of Big Data has yet to materialize. He’ll share some best case examples, but also the more common not so good uses of Big Consumer Data and propose several suggestions for overcoming these problems, including a consumer data mall and creating more data translators. Finally, he’ll suggest how market researchers should be integrating big data into their research programs, leveraging big data to capture information on behavior while using direct questioning to focus on understanding the why’s of that behavior.

1. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Big Consumer Data:
the Promise, the Overpromise,
the Opportunity
Mike Sherman
Marke:ng, Big Consumer Data
and Insights Expert

2. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017

3. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017

4. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Irrelevant and poorly personalized…

5. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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…despite collec=ng extensive data

6. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Gartner Hype Cycle for Emerging Technologies, 2014
Source: Gartner (August 2014)
Big Data: Overhyped?

7. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017
Data (the 3 V’s: Volume,
Variety, Velocity): Solved*
Mobile Phone Example
² Billing Data
² CDRs (call data records)
² SMS (Texts)
² Apps
² URLs
² Loca:on
² Sensors, e.g. accelerometer, gyroscope
² Non-Network data, e.g. Contacts, Calendar
*The Fourth V: Veracity,
maybe s:ll an issue?

8. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016

9. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017
Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016

10. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017
Source: Bertrand Chen, A Traders Pragma:c View on Big Data, April 13, 2016

11. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Personalized, Relevant Direct
Mail For Each Season

12. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Big Data Example
Leveraging Loca=on PaLerns
Single-point loca.on informa.on
§ Messy and some.mes inaccurate
§ Less meaningful - we can’t tell if a
person is passing by or visi.ng the place,
why, or if he/she is likely to visit again
§ Limited adver.sing opportuni.es
Regular
socializers
Late night
shoppers
Frequent biz
travelers
Holiday
makers
High mileage
drivers
Brand
preferences
Mul.-point loca.on paAerns
§ Stable repeated behavior
§ Allows for predic.on of future
behaviour and des.na.ons
§ Premium adver.sing opportuni.es
“Here and now”
to
“Who”

13. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Failed Personaliza=on:
Selling Gas to a Bus Rider?

14. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Failed Personaliza=on:
Selling Flights Months Too Late?

15. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Failed Personaliza=on:
Irrita=on APer Making The Sale

16. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Audio Example: Spo=fy
hZps://www.youtube.com/embed/4vYQby_hDDU

17. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Solu=on
• Consumer Data Mall
• Integrators/Translators
• Mathmen and Madmen

18. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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MARKETERS
Consumer Data Mall
CONSUMERS
Answers
Feedback
Relevant Personalized Offers/Communica=ons
• Dialogue, not Monologue
• Win-Win
• Service, not sales
• Opt-in and
engaged, not
annoyance
Data
• Sales
• Effec:veness and
Efficiency
Offers
Scores
Ques=ons
The Consumer Data Mall

19. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Issue: Communica=on Gap
αιτήματος Ανάλυση Έξοδος Ανάλυση
정보 요구 정보 가 필요합니다
??? ???
End Users / Senior Management
Data, IT, Data Scien:sts

20. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Translator/Integrator Role
End Users / Senior Management
(Analysis Request) (Analysis Output)
Translator/Integrator
(Informa:on needs) (Informa:on required)
αιτήματος Ανάλυση Έξοδος Ανάλυση
정보 요구 정보 가 필요합니다
Data, IT, Data Scien:sts

21. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Mathmen and Madmen Required

22. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Source: Gevng Digital Right, 2016; Millward Brown Digital
Researchers Confidence About Using
Big Data Growing

23. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Research Opportuni=es
Big Consumer Data and Tradi:onal Consumer Research are not
separate silos: they are both about understanding and influencing
customer behaviour. So:
1. To researchers: stop asking people what they did, they don’t
remember (accurately). Use their data to understand their
behaviours.
2. To data scien:sts: stop assuming the data tells all. Start asking
people “Why”.

24. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman
Festival of
#NewMR 2017
Execu=ve Summary
Despite its promise, Big Consumer Data is underdelivering, crea:ng growing?
consumer frustra:on. Changing course requires a consumer data mall (CDM),
data/marke:ng translators and more data literate Madmen.
• People do not perceive Big Consumer Data as delivering personalized,
relevant communica:ons. While some good examples exist, e.g. Tesco, there
are many more bad examples.
• Opportuni:es to do beZer involve crea:ng a consumer data mall, developing
more translators and leveraging more Madmen.
• Researchers can contribute by focusing on “Why@ ques:ons while deferring
to behavioral data rather than asking “What” and “Who” ques:ons.

25. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman
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#NewMR 2017
Thank You!
www.MikeSherman.net
Mike@MikeSherman.net

26. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Q & A
Mike Sherman
Marke:ng,
Big Consumer Data
and Insights Expert
Sue York
The Handbook
of Mobile
Market Research

27. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Appendix

28. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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#NewMR 2017
IT is helping

29. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
Presenta:on copyright belongs to Presenter & NewMR – for use other than sharing in en:rety, contact Mike Sherman
Festival of
#NewMR 2017
Big Data: Overhyped!

30. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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Privacy Not The Issue, Relevance Is
Relevant ads welcomed by newsbrand smartphone readers
30 September 2015 | By Jane Bainbridge
UK — Newsbrand readers using mobile devices are happy to receive
non-disruptive, relevant and engaging mobile ads according to a study
from Newsworks and YouGov.
Blogging research conducted by Lieberman Research Worldwide, which was commissioned by
Newsworks in parallel to the YouGov study, found that readers notice and enjoy seeing tailored
ads on their smartphones and click on them regularly. They are more receptive when ads are
streamlined and non-invasive to news content.
Ads that are interactive, personalised and seamlessly integrated into the conversations which
mobile readers are already having are particularly effective. In comparison, users reject and filter
out ads which disrupt their experience.

31. Big Consumer Data, the Promise, the Overpromise, the Opportunity
Mike Sherman
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When big data meets big brother
China is known for its “Great Firewall” for online surveillance, and the nation has decided to take it
further – tapping data technology to develop a “social credit system” in which it monitors each individual
citizen and collates information about their day-to-day lives. According to Independent, the Communist
Party wants to encourage good behaviour by marking all its people using online data. In this world,
anything from defaulting on a loan to criticising the ruling party, from running a red light to failing to care
for your parents properly, could cause you to lose points.
Each person is given a numerical “score” that could determine whether they qualify for
financial loans down to getting a nicer room in a hotel or a better table at a restaurant.
• The government hasn’t announced how the plan will work — for example, how scores will be
compiled and quali:es weighted against one another. But the idea is that good behaviour will be
rewarded and bad behaviour punished, with the party ac:ng as the ul:mate judge.
• However, it’s believed that this credit system is both public and mandatory, and very likely has
no opt out.
• Chinese billionaire Jack Ma has weighed in on the maZer and urged Chinese officials to use big
data to stop would-be criminals.
Source: Marke:ng Interac:ve, October 26, 2016