Welcome!

Agile Computing Authors: Liz McMillan, Angsuman Dutta, Yeshim Deniz, Harry Trott, Mehdi Daoudi

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
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
SYS-CON Events announced today that Grape Up 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. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
SYS-CON Events announced today that Massive Networks 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. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, 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. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, discussed new ways of thinking and the approaches needed to address the emerging challenges of security i...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Recently, IoT seems emerging as a solution vehicle for data analytics on real-world scenarios from setting a room temperature setting to predicting a component failure of an aircraft. Compared with developing an application or deploying a cloud service, is an IoT solution unique? If so, how? How does a typical IoT solution architecture consist? And what are the essential components and how are they relevant to each other? How does the security play out? What are the best practices in formulating...
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
SYS-CON Events announced today that Elastifile 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. Elastifile Cloud File System (ECFS) is software-defined data infrastructure designed for seamless and efficient management of dynamic workloads across heterogeneous environments. Elastifile provides the architecture needed to optimize your hybrid cloud environment, by facilitating efficient...
SYS-CON Events announced today that Golden Gate University 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. Since 1901, non-profit Golden Gate University (GGU) has been helping adults achieve their professional goals by providing high quality, practice-based undergraduate and graduate educational programs in law, taxation, business and related professions. Many of its courses are taug...
SYS-CON Events announced today that DXWorldExpo has been named “Global 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. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...