Data collection and utility is still a subject in need of resolution. The thing is, with Big Data, hidden information is most valuable, and the interpretations are meant to be consistent with the recovered data. There are experts in this field who insist that the scope of collected data should be limited to the purpose of the study and to maintain high levels of transparency regarding the information that the company chooses to store. We must all have noticed that when watching videos on YouTube, the adverts that pop up usually align with our tastes and preferences. This should not come as a shocker to us since it is primarily an example of a company using Big Data to market its products via social media platforms. Overall, the Big Data world should bear in mind that consumers need personal privacy and should define the where, how, when, what, and why data is collected.
Another emerging issue is hyper contextualization of messages. With the assistance of Big Data, we can efficiently customize and segment communication and communities respectively. The intention is to make sure communication becomes more effective and able to meet the demands of recipients. A newspaper company could, for instance, hire a data management team who’ll be tasked to increase circulation and competition in the media industry. Their first activity would be to collect data by asking new users to sign up and read about ten articles per month then record their professions, position, e-mail address, et cetera. The strategy and information gathered would be very useful for the company’s targeted marketing campaigns and improve knowledge of the audience’s behavioral patterns.
Technological Application to communications
The utility of technology in business communications is no longer a daydream. Communications management has grown to encompass conversations and news analysis not just during business hours but 24/7, locally and globally. Therefore, employees need technological tools to be able to analyze such huge chunks of data on the go and also intelligently present them. Using technology will help us analyze public opinions better and gauge how it affects the brand. Thanks to Big Data, business corporations will shift from just monitoring to intelligence. We will use it to improve the company’s positioning and differentiate the company and its products from the competitors.