Big Google Data & Analytics: Big Money and Big Privacy Debate
By Jerzy Surma, Feb 28, 2012
That said, as one involved in this conversation from the perspective of potential for analytics, we look at ways to leverage this new data. It will be important for advertisers to adjust their marketing message to match the targeted user’s profile, as the collection of information about clients will enable them to profile clients very precisely. If Google users use the search engine, YouTube, blogs, Google Docs etc, it will be possible to determine their interests, views, opinions, career profile, and so on. Their social groups and the nature of those personal contacts, business contacts, interests etc, can be determined when they make use of discussion groups, e-mail, or calendars. Consequently, it is highly probable that marketing analysts will be able to determine age, sex, education, occupation, place of residence, and income. User activities can be monitored and their data will be integrated in the data warehouse. The history of behavior is retained and a user’s profile can be discovered. It’s worth remembering that the cross- and up-sell proposals for a given target group can make use of data-mining methods.
With these new possibilities arising from their policy change, at this time it appears that Google will be a perfect example of a company that’s competing on Big Data and analytics in the near future.
About the author
Jerzy Surma is an assistant professor at Warsaw School of Economics and a director of postgraduate studies on business intelligence. His current research is focused on applying data/reality and social networks mining techniques for business applications. Jerzy’s interests and expertise include customer intelligence, the impact of ITC on contemporary business and network effects. He is a member of the Association for Information Systems and International Network of Social Network Analysis. Jerzy is a visiting professor with the University of Amsterdam in Holland, the University of Hasselt in Belgium, IFP – Rueil Malmaison in France, Romeris University in Lituania and the Harvard Business School in the U.S.