1 / 8

Brad phillips Meg Walker How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did

Brad phillips Meg Walker How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did. Signs of our times. Consumption Patterns. Researchers study: What you like What you need Which coupons make you happy How? Store data Follow patterns

marli
Download Presentation

Brad phillips Meg Walker How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Brad phillipsMeg WalkerHow Target Figured Out A Teen Girl Was Pregnant Before Her Father Did Signs of our times

  2. Consumption Patterns • Researchers study: • What you like • What you need • Which coupons make you happy • How? • Store data • Follow patterns http://www.myfoxphoenix.com/dpp/news/business/target-tailors-to-your-spending-habits-2-17-2012

  3. Target Datamining • Assigns every customer a Guest ID • Linked to credit card number • Tracks purchasing habits and demographic information • Highly specified marketing

  4. Putting That To Use • Look at historical buying data for those with Target baby registries • Identified 25 products that assign customers a “pregnancy prediction” score • Estimate a due date within a few weeks • Send coupons timed to specific stages of pregnancy

  5. Eerily Accurate “My daughter got this in the mail! She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”

  6. Realization • Creeped people out • Very conservative company “But even if you’re following the law, you can do things where people get queasy.” -Andrew Pole Target Statistician

  7. “Don’t Spook Her” • Target began mixing ads • Made baby ads look random • Pregnant women think product ads are chosen by chance • “First date philosophy”

  8. What Do You Think? • Is it moral? • How far will it go?

More Related