Читать книгу Igniting Customer Connections - Frawley Andrew - Страница 6

More and more media is digital, meaning that media and channels are generating and consuming massive amounts of data, leading to the proverbial data deluge. Data is now available everywhere, on almost every topic – and individual consumer. Digital channels not only allow instantaneous connections but also generate huge amounts of data about a consumer's activities and interests. In fact, one week of web behavioral data is equal in size to an entire marketing database's volume 10 years ago.

This data is shifting from controlled and regulated to decentralized and self-curated. So user-generated content, such as a crucial tweet, can move faster than the traditional powers – government and private industry. For example, when American Apparel tweeted its ill-considered “Hurricane Sandy Sale” in 2012, consumers took to the Twittersphere and created their own storm of disapproval. In just one day, the sentiment score for the company decreased by 60 points, according to AdWeek.