3 ways to avoid creeping out consumers with big data

By now, you’ve probably heard about the father who found out his daughter was pregnant when Target sent her coupons for diapers.  Or the dad who opened his mailbox to find direct mail from OfficeMax addressed to “Mike Seay, Daughter Killed in Car Crash, or Current Business.”

In this age of big data, it’s become all too commonplace for data-driven marketing to feel creepy, overly familiar, or just plain wrong. This uneasy feeling is known as the uncanny valley. Robotics professor Masahiro Mori coined the term to describe the way people react positively to increasingly humanlike representations, until the point at which they become too close to a real human being, when they suddenly become repulsive.

Author: Katrina Lerman

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