Cloud Ave: Is data-powered personalization creepier when it happens offline?

InsightaaS: Cloud Ave. is a site that examines cloud through both a technology and a business lens. In this post, Paul Miller uses results from survey research conducted in four countries – India, Mexico, the U.K. and the U.S. – to understand differences between offline and online personalization.

Survey results, like infographics, make up a depressingly large part of the delay email deluge. And, like almost every infographic ever made, most of these surveys are a complete waste of time. They’re blatantly self-serving, and based upon laughably small sample sizes. Every now and then, though, one that’s a little more interesting will arrive. One of those is the latest IT Risk/Reward Barometer from the Information Systems Audit & Control Association (ISACA).

The survey is actually a collection of related pieces of work. 2,013 ISACA members in 110 countries were polled in September 2013. More interestingly (to me, at least), M/A/R/C Research surveyed 1,216 US consumers, 1,001 Indian consumers and 1,001 Mexican consumers. Around the same time, OnePoll surveyed 1,000 employed consumers in the UK.

Before getting into the survey’s main area of interest (consumer attitudes to the Internet of Things), respondents were asked a few questions about their attitudes to online and offline personalisation…

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