Target Leverages Big Data to Predict Customer Pregnancies

December 5, 2014

Target Leverages Big Data to Predict Customer Pregnancies

Leveraging buying trends into dynamic strategies is nothing new to the retail industry, though some companies have turned it up a notch in recent years.  Target, for example, has found a way to data-mine your purchases to figure out whether you have a baby on the way long before you are stocking up on diapers So let’s take a closer look at Target’s usage of “Big Data”—and what you can learn from this impressive feat.

With copious amounts of highly detailed data on shoppers’ behaviors and preferences, Target’s marketing specialists saw an opportunity to take the information a step further and developed a specific profile that took note of how women’s shopping habits evolved when they first learned they were pregnant. Identifying 25 new indicator products purchased within a defined period, Target is able to assign each shopper a “pregnancy prediction” score and can estimate a due date with a high level of accuracy.

With this information, a mail-out campaign of coupons and discounts is disbursed with each specific stage of pregnancy.  Perhaps a bit unsettling to some, but it’s hard to argue with success.

The important element/lesson of this strategy, applicable to most businesses large or small, is seen in how Target converted “Big Data” into proactive data.

By the same token, accounting reporting systems reveal how a business is operating and deserve the owner’s attention.  How are you looking at them:  as a collection of numbers on a spreadsheet—or are you analyzing trends and how they impact your business?  You may find a few surprises with a closer look.

“If you can measure it, you can manage it.”

Being able to construct an accurate and flexible system that can adapt as new market forces, trends and opportunities arise in real-time, versus waiting until month’s end may mean the difference between achieving your revenue forecast or moving beyond it at a time when cash flow is critical.

Until just recently only large corporations had both the time and resources available to dedicate toward leveraging Big Data into producing meaningful results…Today the entrepreneur utilizes Big Data solutions to help level the playing field.  Several factors, including recent technological advancements and the affordability of both cloud computing and outsourced business solutions keep new businesses competing well enough.    Entrepreneurs can click on their Smart Phone, iPad or laptop anywhere in the world and access this information at will, particularly if owner and accountant have set up various protocol profiles in the form of customized data.

Now, more than ever, the small business owner has the ability to develop the same Big Data analysis as larger corporations—an important step in achieving a competitive position.

Talley & Company and its affiliate, Group 11 Advisors, keep clients on track with how to properly leverage technology to meet the needs of their growing businesses.  From outsourced accounting solutions to management information, analysis and reporting, we are the premier business consulting practice to entrepreneurs and their closely-held businesses.

For more information on how to leverage your business’ data technology, contact Talley & Company today to explore your opportunities.  

 

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