Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Case study

Hey big retailers, the way you’re using Big Data is starting to get creepy Houston, J., 2013. Hey big retailers, the way you’re using Big Data is starting to get creepy. Available at: www.memeburn.co.za

Data grab is underway at every retailer in the world at moment, not to mention large enterprises and your favourite social networking platform. But it is beginning to get the little too creepy for my liking. First thing I want to get out of the way is that I am all for personalisation of marketing material, promotions and coupons. I don't mind being targeted for certain promotions as long as there is some level of relevance there based on my demographics as well as my purchase history. Basically every time that you go shopping and you pay with either your store card or your bank card; you are giving away clues that reflect stage in your life that you are in. Couple this with your demographics and retailers have a pretty good idea as to what you will be interested in buying next. But there are few retailers who are going too far and this is a little creepy in my opinion. Let’s take Target in the US (yes, I got irony that their name is “target”). The large commercial retailer specializes in pretty much anything from home to the family. What Target has been doing is analyzing the data of every shopping transaction that has been done and it found that it can predict what products a woman will buy while pregnant.

In total Target identified the set of around 25 products which were purchased by pregnant woman. Products like cotton balls; unscented soap; a selection of vitamins and supplements. Now that is not to say that pregnant women exclusively buy these products; but their frequency and order make all of the difference.

Target was also able to—based on this information—predict date of birth with a small margin for error (this by the way is where it begins to freak me out a bit).

With all of this information it then sent very select marketing campaigns to women who met these criteria and were essentially congratulating them on their impending bundle of joy before women had told Target that they were expecting. Essentially it was stalking their targets and feeding them specials for things that Target must not have known in the first place. The debate here is: how far over line have retailers who do this actually gone? Have they crossed the line at all? Essentially all they have done is provide you with a better and higher level of service simply by looking at you—as a client—with a little bit more detail. They have not crossed any legal boundaries by digging up confidential information—so what they have and are doing is not illegal—but is it ethical?

What Target has now done to try to get away from coming across as the creepy overachieving stalker is to mix in completely random advertising and coupons so that mothers-to-be are not taken aback and startled that their local shop knows they are pregnant before they have necessarily told anyone. As consumers we require to be very careful as to what level of detail we wish to expose to retailers and how specific we want to allow them to be when pushing marketing our way. Parents of the world; if your daughter starts getting seemingly random messages and coupons featuring baby products and the like; perhaps it’s time to have a little father-daughter talk about any upcoming additions to the family

problem1) Read the case study and answer the following problems.

1.1 Evaluate the need for comprehensive privacy law in light of this article.

1.2 Make an argument supporting the assertion that Target was stalking its customers rather than employing legitimate database marketing.

1.3 Thinking of ethical problems that could result from over-zealous data mining, and suggest guidelines for responsible database marketing.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93130

Have any Question? 


Related Questions in Marketing Management

Every product or service has a buying process even digital

Every product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are ...

Assignment b2c vs b2b buying behaviorwe market to

Assignment : B2C vs. B2B Buying Behavior We market to consumers differently than we do when we market to businesses. There are some marketing basics that are the same but there are also many differences. The decision to ...

Should under amour continue targeting and growing the

Should under amour continue targeting and growing the female market segment? Or should it target a broader population to gain more traction on Nike and get closer to the number one spot?Should Under Armour keep paying fa ...

Go to wwwfacebookcombusiness to see how to build pages ads

Go to www.facebook.com/business to see how to build pages, ads, and sponsored stories, as well as how to take advantage of mobile applications. What are some of the steps that Facebook suggests a person consider when mar ...

Consumer and organizational buying behavioursuggested

Consumer and Organizational Buying Behaviour Suggested time:  2 to 3 hours Length:  Please write your response in essay format and in point form as appropriate and limit your response to 2 pages using 1.5 line-spacing. A ...

Mrketing plan for a new company marketing plan contents

MARKETING PLAN FOR A NEW COMPANY MARKETING PLAN CONTENTS 1. Situational Analysis 2. Marketing Strategy 3. Financial Projections 4. Implementation controls (Timeframe). Requirements of the Assignment:- 1. Give company nam ...

Competition in the electric car industrydescribe which firm

Competition in the Electric Car Industry: Describe which firm is the market leader in the industry. Explain what its strengths and weaknesses are. References in APA. In not less than 500 words.

Utilizing the mexican restaurant survey file attached

Utilizing the Mexican Restaurant Survey file attached, answer and perform the following questions and summarizations. Before attempting the assignment, familiarize yourself with the survey questions listed as a worksheet ...

Read the article corporate strategy vs marketing strategy

Read the article Corporate Strategy vs. Marketing Strategy, and then explain how the two strategies will intersect to produce a successful plan for your chosen project idea. Instruction: Please compose a 3-5 paragraph re ...

Altria group company place distribution strategydescribe

Altria Group Company PLACE (DISTRIBUTION) STRATEGY Describe your recommended distribution strategy; show its consistency with target market Demonstrate distribution is consistent with product positioning. Maximum 2 pages ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen