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LivingSocial Looks at Data from Recent Offers

  • Pymnts, Thursday, August 7, 2014 9:41 AM

Collecting lots of data—even CRM—is useful only to the point that it can be intelligently and meaningfully analyzed. Trying to analyze excessive amounts of data, some of which will be irrelevant and potentially misleading, is unlikely to deliver useful recommendations. LivingSocial is trying to avoid that problem, and the mobile marketer is focusing its efforts on a very narrow and accurate datasource: data collected from recent past offers. Tastes and preferences—and budgets—change over time and it’s almost impossible for data warehouse analysts to know where to draw limits. “This person lost their job a month ago so the high-spender profile is now irrelevant and misleading. Any shopping patterns from more than a month need to be ignored.”

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