Empathy and Targeting: the Big Data risk

People have never produced so much data as nowadays.

Every minute in 2017 people shared 527,000 photos on Snapchat, posted 47,000 on Instagram, watched 4 million videos. Googlebot run up and down on the Web 2.4 millions time, there are 450,000 new tweets. There are 3.7 Billions of us on Internet, and 2 Billions on Facebook.


Using data

Every bit we write on Internet is a piece of us, of our life, interests, needs. The Cambridge Analytica scandal proved that these informations are very useful to targetize us, the annoying ADV banners we see on our screens are the result of complex algorithms that know what we like and when display it. Or to push us to vote one candidate rather the other. 

The process to insert users, customers, or simply web-surfers, is the targetization: everyone of us, when is on Internet, has a little label on their back with the so-called metadata, a wish-list that marketing companies read and know, while we cannot. We are part of a market segment.

It isn’t a so bad thing: why I have to see the advertising of a (example) red wine if I like white one? Why I have to see an ADV about mountain journey if I like the see?

Mass product and Niche product

For a mass product, like a toothpaste or a detergent or a booking site, it should work good, but for a niche product like wine, is targetization a good thing?

Wine is, in my romantic opinion, a warm product, we open a nice bottle of wine with friends or in a loving evening, when we want to celebrate something or when we are sad because our love is gone.

And, in each of these moment of our life, we have a preferred wine to uncork, a sparkly white, a deep red, a nice rosé, brunello, barolo, champagne, prosecco, pinot, syrah, chardonnay. Merlot, also.

Focus the customer, not the segment

Nobody programs their journeys to visit a toothpaste or detergent industry.

Big Data analysis is a good thing for a big wine company with tens or more labels in its portfolio, but if you have a little wineyard, or a little restaurant, you have to focus to your custom, not to their market segment.

Empathy has ever accompany Data Analysis. For example, you have a vinery and organize a taste week-end.

Visitors arrive, drink your wine and, may be, buy some of your bottles. When they leave your cellar, you can propose them a little survey to know where they come from, if they liked white more than red, if the road to arrive was nice and if your vinery was reported well along the road.

These are examples of Little Data, informations about single people, not about segment.

With these infos you can receive better the next group, correct some thing not working good, offer another kind of food.

Wine is about people, not segment

Data analysis companies process informations as numbers, they put them in their big computer and, wow!, a segment good to sell the right product is ready for the next ADV marketing campaign.

If you have a vinery, a restaurant, an hospitality house, you have to choose very carefully the marketing agency, make them questions if they know your restaurant or have some idea of what wine you produce.

And listen their question to you, this is the exact moment when you understand if that agency is the right one for you.

Because, remember, you produce for people, not for a segment.

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