Welcome!

IBM Cloud Authors: Liz McMillan, Pat Romanski, Yeshim Deniz, Carmen Gonzalez, Elizabeth White

Related Topics: @BigDataExpo, @CloudExpo, @ThingsExpo

@BigDataExpo: Blog Post

Big Data: The Unrecognized Driving Factor in Consumers’ Lives | @CloudExpo #IoT #M2M #BigData #Analytics

Data is changing the lives of average consumers and they don’t even know it

Big Data: The Unrecognized Driving Factor in Consumers' Lives

Big Data is literally everywhere, and consumers interact with it daily. However, it's the marketers who recognize the value of such data and use it to perfect the customer experience.

Consumers, on the other hand, are often oblivious to their contribution to the mass data that marketers and businesses use to design their products and services. They don't realize that their phones actually ping location-based data to nearby retailers. Browsing history, social media shares, online transactions, subscriptions, and other online interactions also provide information that marketers use to know more about their consumers.

Though customers offer data every single day with their online interactions and mobile use, most don't even realize that they're giving away free information that marketers can exploit-and it's changing their lifestyles in so many ways.

Here are some of the most profound.

How We Spend Money
Data reveals patterns about how you spend your money so that marketers can get a better idea of what to send you. Oftentimes, marketing creates subliminal messaging, encouraging more people to shop.

Marketers will monitor your browsing history and get an idea of what you like to shop for. Then they'll send you ultra-targeted advertisements and coupons to incentivize an initial purchase at their store. They're hopeful that if you make a single purchase, you'll become a loyal customer, and their assumption is often correct.

Thanks to data, we also have accurate calculators and other handy price predictors that help shape the way we spend. We can calculate how much our auto loan will cost us so we can prepare for monthly payments or predict the cost of a home so we can start saving up for a down payment.

How Our Privacy Is Affected
For some consumers, knowledge of Big Data collection increases their privacy safeguards. They're worried about people watching them, so they turn off location services, say no to email subscriptions, and refuse to give out personal information on any online platforms.

Others don't know or don't care that their personal information is constantly being analyzed, and they don't take extra precautions. They may even like that marketers send them targeted advertisements or that their email inbox is filled with coupons to their favorite stores based on the information given blindly in the past.

Overall, it leads to a demand for more transparency in marketing practices. Most consumers like to know where their information is going, and when apps and websites explain what they'll do with the information provided, consumers are more likely to trust them.

Howe We Eat and Exercise
Smart devices make our lives easier, but they're also hubs for data collection. There are smart fridges that catalog your food shopping and eating habits, fitness trackers that reveal your dedication to weight loss, and integrated bathroom scales that talk to you about exercising more and eating more healthy.

Every time you use one of these devices, it sends detailed information to their makers and influences the kinds of advertisements and coupons you see while browsing the internet. The advertisements placed in front of you, whether for at-home meal kits or fast food restaurants, will directly impact what you eat and whether or not your exercise.

How We Value Things
Our value sets are also changing based on data. As we become more aware of technologies and advancements that have become popular over the years, we're more likely to accept these value sets at home and make them a bigger part of our lifestyles.

An example of this is smart home tech. Five years ago, the most important features to homebuyers were open concept floor plans, spacious kitchens, and lavish bathrooms. Now, homebuyers have come to value the integration of smart home equipment. Research shows that nearly two thirds of homebuyers would be willing to pay more for a home with smart home technology installed.

Because people have begun to enjoy the use of smart home technology, data tells manufacturers it's what they value most. It changes the technology advancements that are made and defines what we purchase. Our values change accordingly, usually without us realizing it.

Conclusion
Ultimately, data is essential for today's growth and market stability. Marketers rely on the harmless information they collect on a daily basis, and consumers benefit more than they know.

Transparency is a constant battle in the data collection sector, and it's important that consumers know what they're involved in before interacting with businesses. It means marketers will get a better idea of what consumers want, which will result in happier, longer-lasting customers.

More Stories By Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

@ThingsExpo Stories
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
SYS-CON Events announced today that CAST Software will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CAST was founded more than 25 years ago to make the invisible visible. Built around the idea that even the best analytics on the market still leave blind spots for technical teams looking to deliver better software and prevent outages, CAST provides the software intelligence that matter ...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japanese Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ruby Development Inc. builds new services in short period of time and provides a continuous support of those services based on Ruby on Rails. For more information, please visit https://github.com/RubyDevInc.
As businesses evolve, they need technology that is simple to help them succeed today and flexible enough to help them build for tomorrow. Chrome is fit for the workplace of the future — providing a secure, consistent user experience across a range of devices that can be used anywhere. In her session at 21st Cloud Expo, Vidya Nagarajan, a Senior Product Manager at Google, will take a look at various options as to how ChromeOS can be leveraged to interact with people on the devices, and formats th...
SYS-CON Events announced today that Yuasa System will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Yuasa System is introducing a multi-purpose endurance testing system for flexible displays, OLED devices, flexible substrates, flat cables, and films in smartphones, wearables, automobiles, and healthcare.
SYS-CON Events announced today that Taica will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Taica manufacturers Alpha-GEL brand silicone components and materials, which maintain outstanding performance over a wide temperature range -40C to +200C. For more information, visit http://www.taica.co.jp/english/.
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
SYS-CON Events announced today that Nihon Micron will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nihon Micron Co., Ltd. strives for technological innovation to establish high-density, high-precision processing technology for providing printed circuit board and metal mount RFID tags used for communication devices. For more inf...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities – ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups. As a result, many firms employ new business models that place enormous impor...
SYS-CON Events announced today that MIRAI Inc. will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MIRAI Inc. are IT consultants from the public sector whose mission is to solve social issues by technology and innovation and to create a meaningful future for people.
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that TidalScale, a leading provider of systems and services, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale has been involved in shaping the computing landscape. They've designed, developed and deployed some of the most important and successful systems and services in the history of the computing industry - internet, Ethernet, operating s...
SYS-CON Events announced today that Massive Networks, that helps your business operate seamlessly with fast, reliable, and secure internet and network solutions, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. As a premier telecommunications provider, Massive Networks is headquartered out of Louisville, Colorado. With years of experience under their belt, their team of...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
SYS-CON Events announced today that TidalScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. TidalScale is the leading provider of Software-Defined Servers that bring flexibility to modern data centers by right-sizing servers on the fly to fit any data set or workload. TidalScale’s award-winning inverse hypervisor technology combines multiple commodity servers (including their ass...
As hybrid cloud becomes the de-facto standard mode of operation for most enterprises, new challenges arise on how to efficiently and economically share data across environments. In his session at 21st Cloud Expo, Dr. Allon Cohen, VP of Product at Elastifile, will explore new techniques and best practices that help enterprise IT benefit from the advantages of hybrid cloud environments by enabling data availability for both legacy enterprise and cloud-native mission critical applications. By rev...
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
As popularity of the smart home is growing and continues to go mainstream, technological factors play a greater role. The IoT protocol houses the interoperability battery consumption, security, and configuration of a smart home device, and it can be difficult for companies to choose the right kind for their product. For both DIY and professionally installed smart homes, developers need to consider each of these elements for their product to be successful in the market and current smart homes.