A Crash Course in Data Exhaust
Just as in our offline ‘real’ life we generate by-products of everyday living in the ‘real’ world such as the waste products, gasses and smoke from our homes, workplaces, and vehicles, we also generate by-products in our online life.
A recent Computer Weekly Article tried to describe some of the key facts about ‘data exhaust’ to us, one of which was the size / scale of it. It used the example of Google which collects all the data it can without yet having a primary use for it.
Some of It Could Be Useful
Some of the secondary data that is collected about products and services e.g. statistics could be used to help in marketing of those products and services. Data exhaust can therefore be very useful and could be used in future to add value to your products and services.
Some of It May Never Be Useful
There is a balance to be struck between keeping potentially transformative exhaust and simply building up a vast amount of useless data into a ‘data swamp’.
Customers May Not Like You Using It
Just because you have stored a great deal of data about your customers or subscribers and their online behaviour, it doesn’t mean that it is appropriate or wise to use it all. Using certain types of data could result in negative PR and could negatively affect your marketing and customer relations.
What Does This Mean For Your Company?