With Donald Trump’s recent and surprising win in the 2016 presidential election many ad agencies are beginning to question their tactics. The focus of this article is the idea that as big data has begun to revolutionize the world, many people have become infatuated with it to the point that they miss out on other very important data. Ad agencies are looking at this recent election as a primary example of unexpected value. After seeing Trump and his campaign team come out with the win, ad agencies understand that the truly valuable data lies in the very heart of the local consumers. The best example I can use here is the demeanors of both candidates. Hilary Clinton is very political and loves to preach what her audience apparently wants to hear (the Big Data), on the other hand, Donald Trump is an open-minded (and open-mouthed) businessman that connects with the people and tells them what he truly believes is right and the best way to “Make America Great Again”. Furthermore, ad agencies are taking this win as proof that there is opportunity for improvement. The improvement lies in generating more hand on data collection through local staffing. They believe that hiring people from the very town they are marketing gives them an advantage to gain the most valuable and accurate data rather than what data on a large scale claims.
I believe that this sudden realization is very beneficial and important. An example that instantly came to mind for me is wholesale clubs like Costco. Costco uses big data to follow trends and ultimately offer products that the general public claims as necessities and must haves. However, what gives Costco there competitive advantage over other retail companies is offering products that are special and relevant to the location. For example, Texas loves their BBQ and has many local crafters as well as many locals who hold a place in their heart for that tasty local BBQ sauce. Costco can collect that local data through local staff and therefore can be one step ahead of their competition.
I completely agree with the idea of strict focus on Big data blinding the opportunity to collect other very important data. I especially liked this quote, “If you want to understand how a lion hunts you don’t go to the zoo, you go to the jungle". If you want to get a fine grasp on trends in say alabama you dont look to big data which is collected mostly in major cities such as New York. People are different, trends are different, the only way to truly understand that and find value in it is to look beyond what the majority claims.