VRM : Vendor relationship managment
From Big Data to Small Data
Nowadays, brands and industries in general are the only keepers of the information. Individual people have no acces to what information have companies on them. It comes a frustration of people to not knowing what other people know about them.This is how a knew way of sharing the information between people and companies.
Alan Mitchell, invented the notion of Volunteered Personal Inforation to indicate informations that individual people would whish to share with industries. By sharing those informations, that they are the only one to know, they would receive targeter offers and more adapted at their needs. We call it the « Data Minimization ». On the contrary of the « Bid Data », the « Small Data » is the volunteer sharing of information about our selves.
That concept is not very developped in France as compagnies are not ready yet to give up their « Data war » which consiste in built a Big Data on a maximum of consumers and sell it. In our days where advertising is more and more targeted and people are more and more requiring, information is the key of everything. On the contrary, it has grown in UK and in the USA and will probably replace the CRM Customer Relationship Managment which consiste in collecting Data on consumers.
The french « Bible » of the VRM is here is you whant to learn more about the new concept: http://www.ciblageperformance.com/Bench/VRM%20-%20Du%20concept%20au%20march%C3%A9%20-%20Novembre%202010.pdf
Looking forward to hearing from you.