In my Marketing Analytics class, my Professor mentioned something related to beacon technology. First, I did not understand what does it stand for and how does this technology works? However, after he gave a brief explanation, I have become a little familiar with this concept. I thought it will be a great idea to write a blog about beacon technology in more details and its applications in the retail sector.
So, what is Beacon Technology?
According to iBeacon Insider, the definition of Beacon is:
Beacon is the name for Apple’s technology standard, which allows Mobile Apps (running on both iOS and Android devices) to listen for signals from beacons in the physical world and react accordingly. In essence, iBeacon technology allows Mobile Apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. The underlying communication technology is Bluetooth Low Energy.
Beacon Technology and the Retail Industries:
Beacon technology is connecting the actual stores and digital technologies by using device geo-location information to enhance the in-store shopping experience. For example, Beacons can send text messages via Bluetooth to a customer's smartphone to notify them about special offers or discount in any store they are nearby.
Also, connecting Beacon to a smartphone to provide consumers with useful information about the clothes, the available size, and the price will enhance the shopping experience as it makes it quicker and easier for customers to access the information about the products they are looking for, and deliver to them special offers or discounts.
For the retailers, Beacon technology provides them with vast of data about their customers’ shopping habits and send customized and timely offers and coupons. With this huge amount of collected data, retailers can create marketing strategies to engage with their customers, to create personalized shopping experiences and to give loyal shoppers a reason to keep coming back.
I think we all have heard about the recent Uber news that the US criminal investigation is investigating over Uber use of 'Greyball' software. But what is a Grayball software, and how does Uber use it. In this blog, I will cover the recent Uber issue that is related to Grayball.
First, let me provide you with the definition of Grayball
Greyball is a software tool used by the ride-hailing service Uber to identify and deny service to certain riders, including riders who Uber suspects of violating its terms of service.(1)
The Beginning of the problem:
The story began when a reporter from the New York Times did some an investigation about how Uber is using a software to manipulate authorities and law enforcements in places where Uber services are not allowed to operate. The software shows a fake version of its app to government officials suspected of conducting raids operations on drivers. This program used geolocation data, credit card information, social media accounts, and other data to profile app users as if they are normal riders or government officials. The software was used in locations that Uber was banned from operating its services, such as Boston, Las Vegas, Philadelphia, Portland, and Oregon, as well as France, Australia, China, South Korea and Italy.
Uber claims that using this software was part of a Violation of Terms of Service in which Grayball is being used to analyze credit card, device identification, location data and other factors to predict whether a request for a ride was legitimate or not. However, the company is misusing it to evade local transportation officials and government officials to operate in locations where should not be supposed to work there. Uber prohibited the use of Greyball for this purpose shortly after the New York Times revealed its existence in March 2017, claiming the program was created to check ride requests to prevent fraud and safeguard drivers.
Greyball used several methods to identify and deny service to government officials who were investigating Uber for violations of local laws. Those methods included:
Geofencing- the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves an area - Uber would create a digital map that identified the locations of city government offices. If a potential rider attempted to hail a ride from the area around a government building, Greyball would flag the individual as a possible law enforcement agent.
If Uber identified a credit card as being associated with a government agency or police union, it would flag that individual in Greyball.
Uber employees searched social media profiles to identify possible law enforcement agents. Uber then flagged those individuals in Greyball.
As an Uber user, I have some concerns that are related to the collected data by Greyball software. So far, there is no clue about how Uber is going to use these data in future. It could be used not only against government officials, but it also might be used to discriminate their services against a group of customers who might be less profitable or belong to a specific race. Another concern is that in the US, different states have different law and regulations, and the current laws need to be updated. Due to the advancement in information technology, it has become for regulators and law enforcement to create a new law and maintain it with rapidly shifting of the Uber business models and algorithms. Currently, the investigation of Greyball is in its early stages, and we are waiting to see the result whether Uber will be sued and go out of business or nothing will be done regards Uber's unethical practice of misusing technology and data.
Sometimes I use Uber to commute from one area to another. Well, to be honest, Uber made my commuting struggle into a piece of cake. Just by one click, I can move from point A to point B smoothly. But Have you ever thought how did Uber exist? This interesting company has no cars no drivers and it is worth 66 billion dollars.
Before I dive into more details about Uber, let me begin with a brief history about Uber founder. Travis Kalanick is a programmer and businessman. In 2016, he entered the Forbes list of the 400 richest Americans at position 78, with an estimated net worth of $6.3 billion (1). Uber was not the first Startup for Travis. In fact, in 1998, Travis Kalanick helped Dan Rodrigues to found Scour Inc., a multimedia Internet search engine, and Scour Exchange, a peer-to-peer file sharing service. However, in October 2000, Scour Inc went bankrupt after being sued by several entertainment companies for around $250 billion. Then, in 2001, he started a new company called Red Swoosh, which was another peer-to-peer file-sharing company. Yet, in 2007 Kalanick sold RedSwoosh to Akamai for $23 million and became a millionaire.
In 2009, Uber, the
transportation network company, was born in San Francisco California, operating
in 570 cities worldwide. Uber has reshaped the transportation Industry
considerably, with Uber spreading to more than 70 countries and gaining a
valuation of nearly $70 billion, and its business continues to grow. Uber has
been a market leader in the sharing economy, and the gross revenue doubled to
$20 billion in 2016. In this blog, I will provide a full explanation on how
Uber works and states the different type of services that Uber provide.
How Does Uber Work?
This a simple chart explains how Uber works. First, a rider arises a request via Uber app to get a ride from point A to point B. Based on the geographical location and time, Uber will use an algorithm to determine to the nearest driver at the cheapest fares within a 15 second. when the driver arrives at the rider location, he/she pick the rider up. Meanwhile, the driver will start the trip and he/she will end when the rider gets to wanted distention. For the end users, I mean the rider and the driver, the process seems very simple. However, there are many works and process have to be done in order to ensure that Uber services meet the consumers' satisfaction.
A Variety of Service
Uber is one of the most innovated company as it offers various service levels. These are a list of services that might be available in different cities or countries:
UberPOOL is the least expensive level of service, in which the customer may share the ride with another passenger going in the same general direction.
UberX is a level of service in which the rider will get a private ride.
UberGo is available in India, provides for a ride in a hatchback.
UberTAXI is available in some markets, allows users to summon a taxi using the Uber software application
UberEATS allows users to have meals delivered from participating restaurants by Uber drivers.
UberRUSH is a courier package delivery service available in New York City, San Francisco, and Chicago.
UberBOAT is available in Istanbul, is a water-taxi service that allows users to travel by Beneteau boats across the Bosporus strait.
The next blog will demonstrate
how Uber uses Big Data for Surge pricing and rating systems.
Is there a big demand for Data Analyst and Data Scientist in the job market these days? Yes, there is. With Big Data and the Internet of Things popping up, companies are recruiting those who have skills in customer and user insights, data analytics, statistical analytics, programming, machine learning, and data visualization. As a digital marketing graduate student who is looking for a job opportunity in big data and digital marketing field, I feel that getting a master degree in digital marketing is not enough because companies are looking for those who have experience in some tools that are related to digital marketing and data analytics. Indeed, having the basic knowledge in Data, such as excel, to analyzing data is not sufficient to compete aggressively in the job marketplace. In this blog will explain what is the difference between Data Analyst, Data Scientist, and states the important skills that each job role must acquire.
To begin, when I try to search for a job in the digital marketing field- from my experiences, I have noticed that companies are looking for those who skilled in content marketing, data analysis, SEO, PPC, Email marketing, HTML/CSS, and graphic design. However, these are not the only skills that they are looking for. Currently, there is a big demand for a data scientist and data analyst to be hired in the digital marketing area. So, as a digital marketer, what are the most important skills that you should have in your resume to function as a data analyst or data scientist in an organization?
Before start answering this question, first, let me define what does data analyst and data scientist mean? and what are their main roles in an organization?
According to SAS, “Data scientists are a new breed of analytical data expert who has the technical skills to solve complex problems – and the curiosity to explore what problems need to be solved.”
Data visualization: the presentation of data in a pictorial or graphical format so it can be easily analyzed.
Machine learning: a branch of artificial intelligence based on mathematical algorithms and automation.
Deep learning: an area of machine learning research that uses data to model complex abstractions.
Pattern recognition: technology that recognizes patterns in data (often used interchangeably with machine learning).
Data preparation: the process of converting raw data into another format so it can be more easily consumed.
Text analytics: the process of examining unstructured data to glean key business insights.
On the other hand, Data Analyst defined will be responsible for importing, transforming, validating or modeling data with the purpose of understanding and drawing conclusions from the data to drive operational decision-making within the organization. Mainly looking at historical data from new perspectives, and presenting this historical data in charts, graphs, and tables as well as designing and developing relational databases for collecting data.
Data Analyst job duties
Interpreting data, analyzing results using statistical techniques and providing ongoing reports
Developing and implementing databases, data collection systems, data analytics and other strategies that optimize statistical efficiency and quality
Acquiring data from primary or secondary data sources and maintaining databases/data analysis systems
Data Analyst’s toolbox
Ability to Build and Maintain Analytical Models
Analyze Consumer Demographics, Preferences, Needs, and Buying Habits
Basic SQL Experience
Experience with Statistical Software Platforms (SPSS, WinCross, SAS, Market Sight)
Hands-On Experience with Strategy and Competitive Analysis
Use Statistical Software to Analyze Data
Working Knowledge of Tableau
So, why does the digital marketing world continuously demand marketers with analyst and data scientist skill set?
Due to the rapid evolution of technology, it has become obvious that companies are attracting some of the best talents who are able to use data to understand customers and predict buying behavior and to create meaningful marketing campaigns and improve the customer experience. In addition, to use data analysis techniques to identify meaningful relationships, patterns, or trends from complex data sets. Finally, having a strong communication and storytelling skills to present data in order to reveal insights which will lead the stakeholder to an ultimate conclusion. It is time for marketers to start thinking like data scientists by focusing on obtaining skills that help you to analyze and visualize data. These skills are required to evaluate what is happening in a business and to model solutions that will take advantage of a new opportunity or mitigate a challenging situation.
Are Digital Marketing Certifications a Key to Marketing Professionals?
Yes, they are. Many experts encourage digital marketers to get Digital Marketing Certifications. If you are interested in getting certification in digital marketing, I encourage you to check this link: 10 Best Free Digital Marketing Certifications and Courses for 2017.
To sum up, in the past companies was looking for an employee who masters Excel very well to do data analytics and data visualization. However, with the advancement of information technology, the situation has changed dramatically. Today companies are hiring people who are enthusiastic and passionate about understanding and implementing big data.
Do you know what does Internet of things mean? well at the beginning I did not have any clue about this concept. However, the moment that I started searching the web, I have found a very interesting idea that blows my mind completely. I totally encourage you to watch this video byIntel:
Let me give you a brief definition of Internet of Things (IoT):
"The Internet of Things (IoT) is a system of interrelated computing devices, mechanical and digital machines, objects, animals or people that are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction."(1)
Here are some fact about Internet of Things (IoT)
50 billion devices connected by 2020 (that's still a small percentage of "things")
$ 19 Trillion in profit and savings from IoT over the next decade
90% of cars will be connected by 2020
Home devices such as Nest will be a $ 490 Billion annual business
The IoT has already changed the way we shop. For example, some retailers using Bluetooth signals from customers’ smartphones to track their journey through a store. Another example is that, providing an app for a smartphone, so that customers can be offered coupons and promotional material directly on their screens while they’re out shopping. The retail industry has a huge opportunity to create smarter stores with personalized shopping experiences, and also do a better job with inventory management using IoT.
More Data Than Ever Before:
The Internet of Things will generate more data. Therefore, companies must rethink about a new innovative way for collecting and analyzing information because the amount and type of information produced by IoT will also introduce new or expanded roles for data analysts, strategists, and even customer service. For example, Smart devices will be able to track patterns of consumer behavior, and possibly make intelligent product recommendations and customizing searches in innovative ways. For an effective personalized marketing experience, companies can take advantage of IoT by using these data-based insights to understand who are the targeted demographic, their personality and interest, and their purchasing journey.
To conclude, IoT will be a technology that will transform the way the world works and how we live in it over the next 20 years. While we are starting to see its incredible impact, we are still very much at the beginning of the transformational journey. As a digital marketer, I believe that IoT has an endless opportunity. For instance, it will help us to predict when a consumer may shop at a specific store, or have a meal at a particular restaurant. Digital marketers will have more access to information about their customers.This interaction will support digital marketers in understanding the consumer behavior through analyzing data.
