Skip to main content
Experts share their views on predicting consumer behaviour by using Big Data

Experts share their views on predicting consumer behaviour by using Big Data

Wednesday, 20 June, 2018

Representatives from the world’s largest media investment group, GroupM, visited the University of Wollongong in Dubai (UOWD) and provided a guest lecture to nearly 130 students on Big Data for Consumer Analytics organised by Dr Ali Bhayani, Assistant Professor of Marketing.

In the first part of the lecture Mr Daniel Vaczi, Head of Data & Technology, [m]Platform, MENA at GroupM, discussed his views on the importance of general data protection laws such as the European Union’s General Date Protection Regulation (GDPR) that protects the personal data of individuals to prevent such cases as the recent Cambridge Analytica fiasco which led to serious concerns of privacy across the world.

He went on to explain how 1st and 2nd party data can be used on their own or with other information (3rd party data) to target consumers and even predicting their future needs with precision without any use of personally identifiable data (PII).

He provided the students with insights into the different types of data to collect visitor’s information and to track consumer behaviour and introduced them to ‘Ghostery’, an application that provides information on third-party tracking scripts that are used by websites to collect the aforementioned data for advertising, marketing, site optimization, and security purposes.

He concluded his part of the lecture by discussing the concept of ‘Data Stitching’, which is the processes of combining different sets of data to better engage with customers.

Mr Paresh Shrigondekar, Head of Campaign Management - at Xaxis MENA, tackled the second part of the lecture, and explained the concept of ‘lookalike targeting/marketing’ to the students, an advertising technique which consists of reaching out an audience similar to an advertiser’s customers. He also addressed the confusion about ‘Incognito browsing’ stating that it purely means that your browser will not remember your activity whilst in this mode and that it was practically impossible to avoid being tracked.

During his presentation, Mr Shrigondekar highlighted the importance of clearing cookies on a weekly basis.

“One hour of browsing internet data regularly each day would be enough to develop a profile of an individual. Cookie’s age expires in 28 days if the cookie cache is not cleared it gets refreshed”, he said.

He indicated that customers need to embrace these technologies positively since only relevant information is made available based on the search behaviours and also stated that IP addresses are never shared.

Concluding the guest lecture, Ms Nabeela Bijapur, Data Scientist at GroupM, impressed the students with her knowledge of 10 programming languages which is beyond norm. She provided them with an overview of her role as a Data Scientist and what skills are needed by marketing students for them to work in data analytics.

GroupM is the number one global media investment management group and offer the intelligence to find or create valuable audiences, the power to engage them most effectively and efficiently, and the ability to create desired marketing outcomes.

UOWD in the news

DIAC universities report rise in Chinese students

By Gulf Today;

Universities at Dubai International Academic City (DIAC) continue to witness significant growth in their Chinese student population More...

UOWD graduate selected for prestigious MetLife International Actuarial Rotation Program (MIARP)

By YaHind

MIARP is a special program that offers shortterm international rotations to talented high performing MetLife actuaries. More...

Machine that does farming and measures parameters wins robotics showdown

By Gulf News; Gulf Today

26 school teams participate in annual contest hosted by University of Wollongong in Dubai. More...

GEMS education and university partners successfully host inaugural UniConnect EDEX 2018

By Zawya; Dubai Forum

More than 600 students and parents attended the inaugural GEMS Education UniConnect EdEx event at GEMS Wellington Academy, Al Khail. More...

UAE women's cricket prodigy aims to take her game 'to a new level'

By DotEmirates

Esha Oza is looking to take her cricket "to a new level" when she represents the UAE at July's Women's World Twenty20 Qualifier in the Netherlands.. More...

Students expect new visa rules to help them work and study

By DotEmirates

Students in the UAE have greeted the new visa rule changes with delight, saying the new visa system will help them find jobs as well as provide them with more peace of mind while carrying out their studies. More...

DIAC Career Fair attracts thousands, using technology to connect students and employers across borders

By Zawya; DotEmirates

More than 60 employers participate in the on-site career fair, presenting over 300 job opportunities. More...

Inaugural head of Curtin University Dubai appointed

By Dubai Forum; Blogarama;

Professor John Evans has been appointed the inaugural Pro Vice-Chancellor of Curtin Dubai, following an extensive international search. More...

App to detect counterfeit drugs wins international hackathon

By Gulf News Smart Edition; Dubai Informer; Dubai Forum; DotEmirates; Al Press; The Free Library (USA);

An app designed to tackle counterfeit drugs in the region using blockchain-based pharmaceutical distribution won the first place at New York University Abu Dhabi’s international hackathon. More...

Emirati student awarded first Innovation & Entrepreneurship degree at UOWD’s 33rdGraduation Ceremony

By; The MENA Financial Network; Gulf News Smart Edition;

he first Master of Business in Innovation & Entrepreneurship degree of the University of Wollongong in Dubai (UOWD) was awarded to an Emirati student at its 33rd Graduation Ceremony which conferred degrees on 292 graduates from across different faculties. More...

Copyright © 2018 University of Wollongong in Dubai   | Privacy | Disclaimer | Site map