The Royal Wedding

May 5, 2011
55 Views

The Royal Wedding was a huge hit at my house, which was a little surprising given that I am married to a Chinese American and I am a republican rather than a royalist. But having two little girls who are interested in princesses, I found myself watching along with the billions of others. Talking about that dress, the flower girls, and lets not forget Pippa Middleton’s contribution. What makes this event and other events like this so interesting is that they generate so much buzz (marketing speak for people interacting with other people about a common interest).

The Royal Wedding was a huge hit at my house, which was a little surprising given that I am married to a Chinese American and I am a republican rather than a royalist. But having two little girls who are interested in princesses, I found myself watching along with the billions of others. Talking about that dress, the flower girls, and lets not forget Pippa Middleton’s contribution. What makes this event and other events like this so interesting is that they generate so much buzz (marketing speak for people interacting with other people about a common interest).

Understanding common interests is the key in marketing; it enables marketers to target individuals with relevant content. The challenge is to extract the interactions between people, so it was timely that I attended the Webtrends Engage conference  in Sydney. Webtrends, along with others, specialise in capturing digital interactions – these interactions can then be feed into the corporate data warehouse to enrich our understanding of consumers and subsequently be used by marketing to reach out to customers with relevant content.

When Teradata talks about big data we are talking about capturing all of the unstructured data that resides in the ether and integrating it into the structured data that is the bread and butter of data warehousing.

So my text to a colleague to ensure that he was getting ideas for his up and coming wedding is an interaction; my friends’ tweets regarding the dress – another interaction; and joining the Pippa Middleton Facebook fan page – yet another interaction. All these data points are an indication of interests, and while my bank may not be interested, retailers should be.

The future of marketing is already moving towards collecting data points that tell us more about the consumers that interact with us, marketers now have the challenge of trawling through this data to look for the gems that are the next great campaign.

How are you rounding out your knowledge of a consumer outside the traditional data feeds? 

 

Daniel Tehan

You may be interested

The Race for 5G Is the Race for Data Dominance
Big Data
80 shares710 views
Big Data
80 shares710 views

The Race for 5G Is the Race for Data Dominance

Daniel Matthews - June 22, 2017

Have you noticed how often the phrase “by the year 2020” comes up? In the tech sphere, many are heralding…

The Direst Security Breaches of 2017 and How Data Centers Are Responding
Best Practices
108 shares1,391 views
Best Practices
108 shares1,391 views

The Direst Security Breaches of 2017 and How Data Centers Are Responding

Diana Hope - June 20, 2017

Cybersecurity is becoming a tremendous concern. By 2021, security breach cost will exceed $6 trillion a year. A number of…

Why Smart Data is the Key to Future Lending
Best Practices
55 shares1,159 views
Best Practices
55 shares1,159 views

Why Smart Data is the Key to Future Lending

Patrick Köck - June 20, 2017

Last month, big data and investment trading collided on the front page of The Wall Street Journal. The article titled…