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I know you, I get you

How Big Data is being used during Valentine's day

This Valentine’s Day, it’s time to give big data more love, and here’s why: big data contributes to business value. So what can you do with the peripheral number of people who share stories about relationships and who show love, both on and off Facebook.

theAsianIR datascience team is showing our love for data this year by encouraging research into relationship-related posts on English and Mandarin social media channels.

Can’t tie it up in a bow
Big data is growing and the aspect and a big hurdle to cross is unstructured data. All those Twitter feeds, Facebook posts and images, and video clips – this type of data shows no signs of slowing down.

In fact, IDC estimates unstructured data to rise from 9.3 zettabytes in 2015 to 44.1 zettabytes by 2020.

Since some of this data has value for customer insights. Imagine the power of knowing what brands get most mentions during this period, what to people like with the keywords "love" and "valentines", and what posts have the most emotional engagements. The value brought to businesses from insights like these are endless.

What industry players are doing or have done during this period

In 2017, the Facebook Data Science team showed their love for data using a collection of original research on the nature of relationships and other Valentine’s Day topics from posts originated from the States.

  • They found that males are consistently 2-5 years older than females, and these differences are higher for same-sex couples.
  • They revealed that interfaith relationships are rare in most countries, especially among married couples and older people.
  • They identified the best cities for single people, measured along three dimensions 1) % of single people, 2) single female-to-male ratio, and 3) a proprietary metric to calculate whether they will mate. The top five cities are Detroit, LA, NY, Miami and Memphis TN. People looking for love take note. 

1800 Flowers have jumped on board. They are also using Big Data to achieve Omnichannel Personalisation. They’ve fine-tuned the process of segmenting email lists and running targeted ads to personalise how people shop for their Valentine and the overall customer experience. This includes gathering data about relationship status, life changes, identifying the customers’ needs and continuously updating customer profiles in real time.

Disney gets really personal

Disney has perfected the process of getting people to mass transfer personal data to them over a slick website. For couples looking to book tables or visits to their Parks, Disney gets to know alot about them before consumers even know the benefits of why they are doing this.

However providing information to Disney has its advantages in shorter queue times, "privileged" concerige services, personalised meal suggestions, recommendations of other services and discounts people can take advantage of. And all Disney had to do was to get people to create an account.

Recently I had the privilege of visiting Disney World in Orlando with my family – or maybe the word ‘privilege’ depends on how much one likes to stand in long lines. No matter, we thought our school-aged kids would love the trip so started some research and booked online just over two months in advance. Shortly after booking I began to get a barrage of emails from Disney about all the services I could take advance of, ahead of time, by using their online portal. It was so easy. All I had to do was create an account.

Doritos knows their female audience

The maker of Doritos had information from tons of emotional reactions generated during the Valentine period, to be able to test the potential for "dantier" corn chips marketed towards women. Apparently Doritos know that females don't lick to lick their fingers while eating the snack, pour the crumbs into their mouths, or munching loudly in public. They also compared Doritos the snack with other snacks that females love. And hence CEO Indra Nooyi (also PepsiCo) added that the snack brand was "getting ready to launch a bunch" of Doritos designed for women and packaged to fit their purses.

Another brilliant tactic by Doritos when creating this alternative product is because they get tons of feedback from their targeted audience on social media about this product. This allows them to start refining and optimising the product and marketing campaigns from day 1.

Conclusion

Technology gives companies an endless stream of insights to "know their customer" so much better. The process of creating campaigns, targeting messages, designing products and services are done nowadays real data-driven insights that can increase the ROI exponentially.

From Fried Food embedded in bouquet of Roses or a Big Bang Theory Plush Soft Kitty Bouquet, nothing wins our affections more than something that says, “I know you. I get you.”

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