An advertisement in the form of an email was sent to my inbox from Liz Earle Beauty Co. (naturallyactive@lizearle.com). I receive advertisements from the Liz Earle website because I have visited the website and purchased beauty good from the provider in the past, when entering my details at the checkout the option was to agree to the terms and conditions and receive upcoming promotions. The option is to unsubscribe from the emails however I have not unsubscribed as I am a loyal customer and am interested in the offers that may be provided.

The advertisement page shows the Liz Earle logo to prove that the email is trustworthy and familiar. The layout included the website headings, so that if you click on any of the headings you will be diverted via hyperlink to the website and taken to the page you are interested in. There is also a number to call if you need help, to prove that the customer service is of high quality and that the company is willing to offer any advice or reassurance needed. The first promotion you see is ‘Free UK delivery on your entire order when you spend £35 or more’, this may be enough to encourage views of the website, and customers are more likely to make purchases if they feel they’re getting something in return.

The main heading in the article is ‘Vogue loves super skin which is one of the products on offer, along with 5 stars. The recommendation from a well known brand is very influential to customer perception of the product and it would definitely benefit some readers to know that the products they are using are highly thought of face cream and this may encourage customer loyalty.

The article illustrates the importance of big data to businesses on a daily basis, it explains that the data allows us to have a better understanding of situations and therefore create better decision making processes and improves performances.

There is a link between big data and analytics; they are close in relationship. However the three key differences are 1) Volume 2) velocity and 3) variety.

The article also assesses whether big data can realistically improve business performances. To evaluate the value of being data-driven, they led a team at the MIT Centre for Digital Business, working in partnership with McKinsey’s business technology office, the aim was to test the hypothesis, the hypothesis is that it is expected that data-driven companies performer better. Interviews were held with executives at 330 public North American companies about their organisational and technology management practices, by conducting this research they were able to discover information which indicated how important the data is the relationship which stood out was : The more companies characterised themselves as data-driven, the better they performed.

So there’s plenty of evidence to show that big data has a positive effect on company performance, the question now is to whether more companies will increase the data they collect, and what effect this may have.

To be continued

McAfee, A., & Brynjolfsson, E. (2012). Big data: the management revolution. Harvard business review, 90(10), 60-66.

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