- [Instructor] In an ideal world,
this is how your customers are going to feel
every single time they connect with you.
They'll be in a state of constant delight.
Well, that's the goal,
and there's a few ways that you can go about
trying to understand
how you can constantly delight your customers.
You can look at things like what did they buy previously.
What's their history with your organization?
Or maybe what market segment are they in?
So you can look at what other people
who were similar to them in some ways
have done previously.
Use that as a stand-in for their own behavior.
Or maybe you can do something like
what have they searched for online,
even when they weren't exactly in your own e-commerce sight.
Well, remember,
when you put together these profiles
and you're trying to identify
what a person is likely to buy,
you need to be concerned
about the accuracy of your predictions.
So you need to look at things like sensitivity.
If they're likely to respond to an ad and buy something,
so if they actually are in your target audience,
make sure to show it to them.
So when you have a real candidate,
makes sure it triggers the response
and you show them the thing that they want to see
and that they want to get.
At the same time,
you want to balance that out with specificity.
And that is only show ads
to people who are likely to respond and buy something.
You're wasting time and you're wasting money
if you are showing ads and doing these engagements
with people who have no interest in what you're doing,
or, heaven forbid, they already bought it,
and shows that you're not staying on top of things.
I mean, truthfully,
anybody's who done this
and had an ad follow them around on the internet,
that's a false positive
where they think you're a target and you're not.
That makes customers feel like
they're being stalked by some organization,
and truthfully it's a creepy feeling.
So you don't want to do that.
You need to be more precise in your targeting
and your categorization of potential customers.
Fortunately, that's one of the things
that big data lets you do.
The reason you can do that
is 'cause big data gives you more data sources.
It's not just the database of
they purchased this, they purchased this,
the visited the site here.
Again, more sources.
You get the unstructured data.
Maybe you get some sort of information about
the other sites they visit,
maybe about information that they make public
through comments on websites
or posts that they share with other people.
You get a wide range of more data sources
that you can't analyze with standard methods.
In addition to that,
you simply get more data by casting a wider net,
both in terms of who you address
and the kind of sources that you use.
You have more total data.
And when you have more data,
you can identify things
with greater precision, more accuracy.
You can look at the edge cases
and still have enough information to make a good decision.
Also, you can be more sensitive to changes
in a person's interest,
the things that they've already bought,
the things that they've said online,
the things that are happening all around them,
and you can adapt to those changes in a more agile manner.
And then really, when a person is shopping for instance,
and they're on their phone,
you want to benefit from the low latency of edge computing.
Let their phone do some of the processing.
And if it's properly set up,
you can use even your big data algorithms and results
in that particular situation.
Now there are a few major benefits
of using big data in these ways.
Number one, your customers are more likely to feel heard,
'cause they know that you have seen
what they've said about you.
They know you're paying attention to what they want.
So feeling heard is number one.
Then feeling understood.
Not only are you monitoring what's going on,
it makes sense to you
and you're able to respond appropriately,
and appropriately is a major qualification there.
That gets back to the specificity of the targeting.
And then finally,
you are also able to help your customers feel respected
by offering them what they want in the manner that they want
and not deluging them
with other things that are irrelevant to them.
So by using big data carefully
in your customer interactions,
your customers can feel heard, they can feel understood,
and they can feel respected.
And all together,
those make you a company that they trust
and a company that they are more likely
to do business with in the future,
which, after all, is your goal.