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Information, the five types -  the information derived from big data, or all data, can be broken down into five groups. Information from these five groups can then be combined in different types of analysis. It is important to not confuse base information and the use of information in an analysis. A marketers goal is to collect an much meaningful information within each of these types of information as possible. Marketing technology, business intelligence technology or data scientists then combine and use this information to perform analysis analysis. The five types of information as described within Big Social Mobile (Chapter 5-Understanding Digital Relationships):
  • Explicit Information – information the consumer has specifically provided, such as their email address, phone number, name, date of birth or other information solicited through direct (although sometimes creative) methods.
  • Implicit Information – things that can be inferred about the consumer based upon other information (of different types) gathered, such as their propensity to buy or product of interest. Implicit information is often confirmed through the use of explicit methods.
  • Derived Information – what can be determined to be factual based upon other information provided, such as calculating age based upon date of birth or determining products of interest by combining explicit information with social and behavioral information to derive an appropriate list of products for a specific consumer.
  • Social Information – reveals the relationship between the consumer and other consumers, their interests, activities and hobbies, the locations at which these occur, and often the nature of their relationships, such as peer-to-peer or consumer-to-influencer.
  • Behavioral Information – the factual activities in which a consumer engages, such as the websites they visit, the terms they search, the links they click on, the position and duration of their mouse on the page or those activities which occur in the physical world, such as where they go, who they call or meet with and what stores they frequent.

Welcome to the
Big Social Mobile Enterprise

Big Social Mobile offers the first enterprise-spanning view of how today’s most influential digital initiatives can be used to go far beyond the typical, segregated marketing and technology initiatives generating limited returns, to reshape how companies operate, interact with customers, acquire new customers, markets and market segments, understand their position among competitors, unify traditional and big data and information across the physical and digital landscapes, and leverage their social communities to create tangible business results.  This is the future of how companies will operate and interact with the market.  Drawn together from some of the most complex information-based engagements, industry analysis and case studies, the highly anticipated book not only explains the benefits and risks, the tools and techniques, but also provides a step-by-step program for how companies can become truly Big Social Mobile.

Case Studies from

Starbucks, Amazon, Dunkin’ Donuts, PR Newswire, Facebook, Triple-A, Comedy Central, Yahoo, Verizon, United Airlines, Wal-Mart, National Oil, Seattle City Light, FujiFilm USA, Secret, Giant Eagle, Symbolics, WhoIs, MySpace and more

Industry features, including

Retail, Finance, Software, Energy, Insurance, Photography & Imaging Consumer Goods, Deal-of-the-Day, Rental Cars, Accounting and more