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Remember the concept of disruption: when habits are disrupted, behaviours are likely to change. Defining the data you want will help you customise your customers’ experience. Analysing this information will report correlations between hammock purchases and stated hobbies, allowing your company to create customised emails, discount offers, and shopping cart suggestions.
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First, you may want to know which customers have purchased hammocks in the past and cross-reference that list with their reported interests from their customer profile. For instance, say your outdoor gear website has a goal to increase sales of hammocks and you want to know which customers are most likely to be interested in a hammock. The important strategy here is to know what you want to do as a company and then pinpoint the data that can help you reach the goal. Things such as time spent on your web page, information downloaded, or abandoned shopping carts might be useful information to collect internally. You may already have names and emails, now it’s time to decide which other data sets would be useful to crosslist with the existing data. Once they can figure out the sub actions causing the larger action they can begin to strategically target the way they interact with consumers.Īfter your goals are clear, then it’s time to figure out how Big Data can help your company reach those goals. These chunked habits are particularly important for businesses to understand their customers. The action of grouping small actions together is known as chunking, take all those small chunks and you begin to build sequences that become habits. When smaller actions (make a ‘bunny ear’ with your shoelace) are linked with other actions (the other lace goes around, up, and through the hole to tie your shoe), this set of behaviours becomes solidified as a sequence.
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Simple actions such as backing out a car, boarding an airplane, or tying a shoelace, among a vast array of others are actually a more complicated series of events. In a New York Times Magazine article, he cites a Duke study claiming that 45 percent of the choices we make are shaped by habit rather than conscious, purposeful choices. Charles Duhigg, author of The Power of Habit: Why We Do What We Do in Life and Business, has studied habits and their modifications extensively. Simply put, people are creatures of habit. Because patterns of consumer habits are essential in using Big Data as a predictor for marketing strategies, it is important to understand a little about the psychology of behaviour and behaviour modification.