Data porn – the rise of insights-led marketing

A non-smoking single mum from Nevada may have been more likely to receive a call from a Democrat than a Republican campaigner in the 2012 US election. A London-living heavy Twitter user, who posts about health and fitness issues more than four times per month, may receive an unexpected invitation to a flexible working tweet-up. A global corporation, listening actively to what start-ups and VCs get most worked up about on a weekly basis, will ask its experts to craft commentary designed to tap into this real time zeitgeist.

What’s driving these behaviours is inexpensive access to the biggest data set in history: a combination of openly available demographic, psychographic and behavioural data plus the vast number of stories, observations and throwaway lines by billions of social media sharers around the world. The tools and techniques available to PRs and marketeers have never been cheaper or more abundant. The age of the data geek is well and truly here.

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