According to a study by Oracle, the vast majority of user data collected on the Internet turns out to be useful for its purpose.
Recently the Oracle held a study about how companies use data collected from users over the internet, concluding that only 11% of companies are able to use such data effectively.
Unsurprisingly, a large number of companies operating on the Internet practice collecting personal data from users, such as the pages you have accessed, research you have done, products you have purchased, texts you have typed, and so on. Big companies, such as Google, Microsoft and Facebook, make use of this strategy, which they say is intended to offer users a personalized experience.
Blogging and website monetization services, such as Google AdSense, and even spell checkers (as we speak in this article) make constant use of this type of feature. However, it is not just these few giant corporations that use data collection services. The number of companies and organizations that observe user behavior when using the internet is huge, according to the Oracle study, only a small percentage can make effective use of such data.
Oracle says that as the number of data and users increases, many of these companies are not able to separate and make individual use of data related to each individual. That is, all the information collected ends up just a pile of mixed data, which makes no sense at all.
According to the study, which surveyed 337 professionals responsible for handling data collected from users across North America and Europe, one of the most important aspects of successfully utilizing such data is to create custom profiles for users, thus providing a more user-friendly experience. customized and optimized for them.
The study says that companies that have implemented this profiling system for user data are about 2.5 times more likely to succeed in providing a personalized experience, and to increase the profit they make from each of their users.
A solid database is the most fundamental ingredient for success in today's economic reality, where customers expect relevant, consistent, and timely experience. said Rob Tarkoff, executive vice president and general manager of Oracle CX.
According to what Oracle researchers have said in the study, personalized experiences like the ones mentioned in this article are just what users are looking for when using the internet. However, I've seen many internet people out there with a very contrary idea to that. According to these people, these personalized experiences, which always make us recommend things related to what we research, somehow also get us stuck in a bubble. Which turns out to be quite negative.
Incidentally, we have a video addressing this issue of social bubbles, and what harm it can cause us.
What do you think about this ad model that has been used on the internet for several years now? For you, do these custom experiences really help us, and do the pros make up for the cons, or just the opposite? Tell us your opinion in the comments, and we will grow together!
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