My notes on People Data and Its Impact on Marketing
by Shawn O’Neal, Unilever
Economies of scale = competitive advantage
The space we are in today (data & analytics and what it does for marketing) is game changing.
Economies of scale – large amounts of market share & purchasing power to leverage costs
started 250 years ago – spinning
Jenny (created sweatshops)
1950’s to 1980’s economies of scale was still the big thing, but then something change.
Disruption – Google, amazon.com, uber, airbnb – scale isn’t made of pure assets any more.
Big problem for companies isn’t other big players, it’s the little guys.
What are the implications for Competitive Advantage?
What is People Data?
- The Data itself – both social and individual
- Everyday analytics
- Everything that enables us to harness it for use
Big data has always been around. It’s just using data effectively.