FILM240 Flipbook

[1] CC0 from Kaboompics
The Negative
Side of
Analytics
By Jessica Cooke
[1] CC0 photo retrieved from Kaboompics

Marketing analytics and the use of Big Data
enable companies to make in depth insights about
consumer behaviour patterns, best strategize
according to findings, and maximize their profit
(Murthy & Blackstone, 2016).
[2] CC photo created by Manoj Morais

It’s use has become so
large, in fact, that
companies not using
algorithms to filter a
selection of products
for consumers are left
behind, as explained in
the Globe and Mail
article on the Next
Issue magazine app
(Alang, 2013).
[3] CC0 photo retrieved from Splitshire

However, Big Data and analytics in marketing can also
have extremely negative effects…

…This concept can be a breach of
consumer privacy when it occurs on an
individual level, and negatively impact
industries at a time.

[6] CC0 photo retrieved from Flickr
The (sometimes)
positive side of data
analytics in marketing
for consumers is that,
when they are browsing
online, they are often
exposed to media and
products similar to what
they have previously
consumed (Chatterjee,
2013).

"Just wait. We'll be
sending you coupons
for things you want
before you even know
you want them”
– Andrew Pole
(Chatterjee, 2013)

In industries such as
reading, though, this may have
a negative effect on consumer
satisfaction, as the most
meaningful product to consume
next is often one that challenges
you to see the world in a
different light.
(Ratti & Helbing, 2016)

Since the introduction of eBooks, large corporations such as
Amazon have had the ability to track readers’ preferences, all
the way down to which pages they skipped or spent most time
on, and which sentences they highlighted (Prose, 2015).

As stated by Francince Prose, “Solitude
has always been an essential
component of reading”…

…Many people enjoy reading for the
relief they get when escaping into a
story knowing that no one is watching.”

But the continual improvement of the analytical
system threatens to overwhelm innovation and
democracy. This could lead to exposure of individuals’
unique actions, removing any and all anonymity
without generalized consent (Zheleva, 2011).

“We are quickly
approaching what Italian
writer Italo Calvino
presciently called the
“memory of the world”: a
full digital copy of our
physical universe”
(Ratti & Helbing, 2016)

If this occurs, it
removes all solitude
from reading and steals
the joy of escaping into
a great novel. Some
readers may even
modify their actions,
knowing that they are
being monitored
(Prose, 2015).

The progression of
marketing and big data
analytics is also certain
to change the game of
business… (Zhenning,
Frankwick, & Ramirez; 2016)

Large booksellers may start to compensate
authors by pages turned rather than by
books bought or borrowed (Wayner, 2015).

A large industry change of the sort would result in very
different writing practices. As Peter Wayner says, “A system
with per-page payout is a system that rewards cliffhangers
and mysteries. It rewards anything that keep people hooked”.

Effectively, the use of
big data and analytics
would work it’s way
through the entire
supply chain, modifying
the entire industry and
completely altering the
reading experience for
the end consumer
(Tang, 2016)

How do we handle the
situation?
"We need to slow things
down, to give our institutions,
individuals, and processes the
time they need to find new
and better solutions…

… Do not push the privacy
envelope. Companies that use
personal information in ways that
go well beyond the practices of
their competitors risk crossing the
line from responsible steward to
reckless abuser of consumer
privacy.”
- Paul Ohm (Chatterjee, 2013)

Sources
Alang, N. (2013). Why the Next Issues magazine app is not the future of publishing. The Globe and
Mail. Retrieved from http://www.theglobeandmail.com/technology/digital-culture/why-the-next-
issue-magazine-app-is-not-the-future-of-publishing/article14639381/
Prose, F. (2015). They’re Watching You Read. The New York Review of Books. Retrieved from
http://www.nybooks.com/daily/2015/01/13/reading-whos-watching/
Wayner, P. (2015). What If Authors Were Paid Every Time Someone Turned a Page? The Atlantic.
Retrieved from https://www.theatlantic.com/business/archive/2015/06/amazon-publishing-authors-
payment-writing/396269/
Ratti, C., Helbing, D. (2016). The Hidden Danger of Big Data. Project Syndicate. Retrieved from
https://www.project-syndicate.org/commentary/data-optimization-danger-by-carlo-ratti-and-dirk-
helbing-2016-08
Chatterjee, P. (2013). Big data: the greater good or invasion of privacy? The Guardian. Retrieved
from https://www.theguardian.com/commentisfree/2013/mar/12/big-data-greater-good-privacy-
invasion
Tang, C. (2016). The Data Industry. New Jersy, USA: John Wiley & Sons, Inc.
Zheleva, E. (2011). Privacy In Social Networks: A Survey. Department of Computer Science at the
University of Maryland. Retrieved from https://link-springer-
com.proxy.queensu.ca/chapter/10.1007%2F978-1-4419-8462-3_10
Zhenning, X., Frankwick, G. L., Ramirez, E. (2016). Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of Business
Research. Retrieved from
http://journals2.scholarsportal.info.proxy.queensu.ca/details/01482963/v69i0005/1562_eobdaapsakf
p.xml#body-s0035

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