Sfruttare le Risorse del Proprio Business Digitale

BOSTON – Quasi tutti lasciano un’impronta digitale - il sentiero dei cosiddetti “dati passivi” che vengono prodotti quando ci si impegna in qualsiasi interazione on-line, come ad esempio i branded content sui social media, o l’esecuzione di qualsiasi transazione digitale, come l’acquisto di qualcosa con la carta di credito. Alcuni secondi fa, voi potreste aver generato dati passivi cliccando il link per leggere questo articolo.

I dati passivi, come suggerisce il nome, non sono coscientemente generati; sono sottoprodotti della nostra quotidiana esistenza tecnologica. Di conseguenza, queste informazioni - e il loro valore intrinseco monetario - spesso passano inosservati dagli utenti di Internet.

Ma il potenziale dei dati passivi non va disperso da parte delle imprese. Esse riconoscono che tali informazioni, come le materie prime, possono essere estratte ed usate in molti modi diversi. Ad esempio, analizzando la cronologia del browser degli utenti, le aziende possono prevedere a quali tipi di messaggi pubblicitari questi possono rispondere o quale tipo di prodotti è possibile che acquistino. Anche gli organismi sanitari hanno cominciato a fruire di tale sistema, utilizzando i modelli di acquisto di una comunità per prevedere, per esempio, un focolaio di influenza.

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