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Six Data Marketing Predictions for 2015
Date: December, 2014 --
Six Data Marketing Predictions for 2015
- 1. Big Data Shock - Look for Big Data to begin to become a major subject of concern among the privacy community. The use by businesses and government agencies of large datasets and sophisticated algorithms is becoming more common and potentially more “intrusive”. If the sophisticated defense and security agencies use data for not just detecting but predicting criminal or anti-social behavior, there will be an escalation of Congress’s oversight. If marketing bears the hallmarks of Big Data heritage, such as language suggesting an offer is generated through a predictive/comparative process, this may puzzle consumers. They will wonder why they are getting the offers they receive. So, look for an increase in the volume and pitch of privacy advocates’ concerns. Recall that any application of an algorithm only results in a range of possibilities of an outcome given the data available. Get the wrong formula and you’ll be sending singles’ bar ads to grandmothers.
- 2. International B2C to Blossom - More and more eCommerce companies, even in the US, will be exporting. According to eMarketer, world-wide consumer appetite for eCommerce shopping is rocketing and will reach $1,654 billion in 2015. Of that, only US$523 billion are American purchasers. Asia-Pacific and Western Europe together will total $1,094 billion. In the United Kingdom, 23% of UK online shoppers made purchases from a non-UK website/retailer. China’s cross-border eCommerce trade is projected to reach 6.5 trillion Yuan (US$1.1 trillion) in 2016, according to iResearch’s “2012 China Cross Border eCommerce Report.” Alibaba, Amazon, and the Universal Postal Union are all working on making cross-border trade, and delivery, more efficient and cost-effective. Look for Customs procedures to be made more efficient in kind.
- 3. Data Protection in Europe Will NOT Be Modernized - Look for the new Regulation on data protection to be the subject of continued discussion and debate in the very complicated review procedure followed for subjects of this nature. The process began in January 2012 with the presentation of a first draft by Commissioner Vivian Redding. The EU Parliament issued its report of consolidated comments and concerns in March of last year. Since May, the Council of Europe has been studying the document and is likely to inform the EU Parliament of its report in the Spring of 2015, which will launch what could be lengthy negotiations between Parliament and the Council. The Regulation will take effect two years after its adopted, which “perhaps” will be in 2015. So, until perhaps 2017, the EU-US Safe Harbor system is still in place. Keep your registration up to date.
- 4. USPS Will Deliver More Parcels - The USPS, like every other postal service in the world, is awash in parcels. It is investing in new technology in the plant and in the field. Internally, they are installing new parcel sorting machinery in selected locations which will assure faster and more accurate handling. In the field, they are issuing mobile scanning devices to the delivery staff that will record delivery through photo proof and delivery time stamping. This data is then transmitted to the shipper. Track and trace will become a “priced in” service similar to the private carriers’ services. Shippers will be able to get two-hour delivery window service if they provide delivery address data in advance. This will prove a serious challenge to FedEx and UPS. The USPS means business – it lowered Priority Mail package rates last year and experienced “incredible” growth, according to Nagisa Manabe, head of marketing. This was aided by the offer of free tracking, insurance, and day-definite delivery.
- 5. IoT Expansion - Look for the Internet of Things (IoT) to continue to expand beyond recognition. The meshing and merging of the digital with the physical will have profound effects on our daily business and personal lives. “This year,” says Gartner, “enterprises will spend over $40 billion designing, implementing and operating the Internet of Things.” The experience of designing and building a car that drives itself safely is sure to inform much else that will follow. The engineering challenge is to move a complex mechanical system through an unpredictably dangerous environment with potential impact objects of unpredictable size and weight approaching from every angle at infinitely variable speeds. The detection, analysis, and avoidance decision is complex, and must be done nearly instantaneously. Using computerization to automatically run a pick-and-pack operation is child’s play after that. And programming to automatically adjust traffic lights as traffic patterns and volumes change during the day would be relatively simple. It’s only a matter of time before robots are restocking local grocery store shelves.
- 6. Mobile Web Activity May Challenge Desktop Usage - In fact, according to Flurry, Yahoo’s mobile ad network, in the July-September period this year, mobile users spent more time on mobile devices than watching TV. Something approaching three hours per day. IBM reported that on “Thanksgiving Day mobile traffic accounted for 52.1 percent of all online traffic – the first time mobile devices have outpaced their PC counterparts for online browsing.”
Of course in many parts of the world, such as Africa, the Internet has not been developed much beyond the center of urban areas. But, the mobile phone is everywhere, including in Africa. The International Telecommunications Unions, a UN agency where the international rules for telegraphy are made, found in its recent survey that there are 95.5 mobile subscriptions per 100 people globally, with 120 subscriptions per 100 people in the developed world and 90.2 per 100 people in the developing world.
By the way, over the last five years, fixed-line subscriptions have dropped world-wide from 17.2 to 15.8 per 100 inhabitants, with the developed world dropping the most, from 44.6 to 40.8 per 100 inhabitants.
So, in many countries online shopping has a new home, and it’s the mobile. In China, the total value of mobile online transactions in the 3rd quarter of this year was RMB 59.56 billion, or USD 9.7 billion, up 11% over the second quarter, which had been up 27% over the second. It’s all about mobile, all the time, and everywhere.
Many of those transactions, in China and around the world, involve delivering physical goods. The data coming from posts and couriers world-wide proves that. This of course means your addresses and customer files continue to increase in value themselves, and your need for accuracy and speed has never been greater.
Trust Data Services, Inc. to provide the accuracy you need to meet your customers’ expectations, wherever they are. We thank you all for your continued readership and wish to send you our wishes that you have a Happy Holidays, a Happy New Year, and a successful 2015!