Should individuals be solely responsible for protecting their privacy and security online?

HAHH

The debate about online security has been going on for years. There’s a sliding scale which ranges from those who believe that keeping personal information private online is a personal responsibility and those that believe that companies have a duty of care to protect any data given to them. Seeing as we are a data science consultancy, data protection and privacy are something that are often discussed in the office we decided to let our Project Architects have a go at it.

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What’s in store for wearables data and marketing?

Simon-Farthing72

There’s plenty of discussion on the brave new world that wearable devices offers marketers. Surprisingly, little solid research has been undertaken to test the limits of what information could be collected from consumers via these devices and used by marketers. Even less attention has been paid to how data science could be used to analyse this information and gain profound insights into consumer and employee behaviour. This combination of wearable data and data science opens a Pandora’s Box of ethical and strategic questions on how to balance consumer privacy with highly personal real-time messages. Continue reading What’s in store for wearables data and marketing?

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Here comes the data science bit…

Mike Weston

It is no secret that data science promises to make many aspects of supply chain management and procurement more efficient.

Much has been written about how data science techniques can improve automation, increase freight usages, track vehicles more accurately, enhance customer interactions and visibility, and help responses to external factors such as weather. But these improvements are only fully realised if businesses are aware of, and avoid, some very common problems that hamper the use of data science in procurement.

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5 questions everybody should ask about their email marketing campaign

Karolina Kruszewska


Here at Profusion our clients often come to us with specific requests. However, not everyone is aware of just how much information we can get out of their data. Our data science team strives to exceed clients expectations and find new insights from their data by using a variety of different analysis techniques. There are a standard set of reports that companies should ask for if they are looking to improve their ROI when enriching their email marketing campaigns.

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How big data can improve your commute

Hahn La-Bell

Some days, my commute is the bane of my life. Overcapacity trains, clogged up bus routes and ridiculous rush hour traffic are not the greatest way to start or end a day. Working in a commuter hotspot like Old Street means that it’s usually busy but during the recent bus strike I had a little extra time for my brain to mull things over. Working in data science, I figured that was a good place to start looking for a solution.

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Everything you need to know about clustering and how it can help your business

Karolina Kruszewska

Since I moved to the UK I have always been surrounded by an international circle of people. Although I still hold a Polish passport, I would call myself more European than Polish.  In my last 7 years here, I have, perhaps a little naively, only experienced equality. I have always treated everyone equally, overlooking their background, age, sex and professional level. It’s for this reason that I’ve fallen in love with Britain.  Even when I finished studying, I was lucky enough to find a job where I could still experience equality. I have been working at Profusion for just a few months and I really feel that although I am only just entering the world of business, my ideas and opinions are as valid as everyone else’s.  I am constantly encouraged to speak out, and as someone who is rarely at a loss for words, this works out well for me.

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Profusion’s predictions for 2015

Anthony Mullen

The overarching theme for brands next year (and years after) will be how to finally harness data sourced from inside and outside their organisations. There are many drivers forcing brands to finally mature their handling of data; from scary legal imperatives like the revised Data Protection Act due in 2016/17, to the need to provide quality customer experiences across more and more touchpoints. Better use of data is critical to fostering lasting customer relationships and consequently doing better business.

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Understand your customers better than they understand themselves

Simon Farthing

How much would you pay for a beer? £2? £4? £6.50? I suppose it depends doesn’t it? Depending on the context you might give a different answer. In your local supermarket £6.50 might seem unthinkable, but at Wembley Stadium watching your favourite team in a cup final it might seem a little more palatable (although ironically the beer will almost certainly be worse quality than you’d get in the supermarket).

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Getting it right: the story of context begins with why

Anthony Mullen

Before joining the team at Profusion I worked with Forrester Research as the lead analyst on emerging technologies for marketing and advertising. This work was a mixture of research and consultancy covering the zoo of the new and how it impacted consumers, brands and the ecosystems they inhabited.  I researched and consulted with scores of Fortune 500 clients on topics such as wearables, Internet of Things, location technologies and new interactive experiences. I even got some good copy on robotics which was somewhat unexpected.

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