Commentary
Is Big Data Making Brands Relevant Or Irrelevant? It's All Relative
- by Joe Mandese @mp_joemandese, January 23, 2013
OMMA DDM got off to a start today with one marketing guru (Macy's Julie Bernard) saying Big Data can almost make brand's too relevant to consumers, but is ending up with another (Blue Chip's Bob Klein) saying it's making it too irrelevant.
On OMMA DDM's "creative" panel, Klein shared the number of email marketing messages he's received so far today, including one from Curves For
Women, P&G, a pedicure offer, and an offer for a social security related discount.
"There all this big data, but there's a tremendous amount of irrelevancy out
there," Klein said.
That's ironic given that Macy's Bernard made the case that Big Data is making Macy's offers so perfectly personalized that consumers are getting
bored seeing the same stuff all the time. She championed the need for serendipity and surprise.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
