Big Data Analytics Applications - Big Data Analytics: Disruptive Technologies for Changing the Game - page 27

Figure 3.3: Intelligent Advisor
purchase, or air commercials based on what a speciic consumer is buying. It
requires our ability to connect retail and cable advertising data as well as an
ecosystem where the two analytics systems (retail and cable) can collaborate.
A triple-play CSP (providing cable, broadband, and wireless services) could
use its customer database to correlate customer activities across these three
screens. Many consumers are viewing media using Internet over their desktops
or tablets. We can now start to correlate media viewing, location-based micro-
segments, and customer purchase intentions as known through social media to
make retail offers. Figure 3.3 shows a scenario where consumer proiles from
CSP and retail segments are used for creating context- and micro-segment-based
offers to consumers. The consumer registers on the retailer's website, giving
permission to the retailer to use proile data. The retailer uses consumer context
and location to tailor a speciic promotion.
3.7 Online Advertising
Television and radio have used advertising as their funding model for decades. As
online content distribution becomes popular, advertising has followed the content
distribution with increasing volumes and acceptance in the marketplace. The