Big data is like bacon – in his raw form it is kind of nasty….if you put analytics behind it, it becomes interesting. Gamification is like chocolate, if you do it once, you want more….As a start for a SxSw panel, this was a nice summary and start of an interesting panel. Both hot topics are taking over business as we speak and there is no stopping them…but this panel gave some nice insights on big data and the gamification connection!
Talking to people on gamification I always was under the impression that gamification was all a out building “game” levels over “boring” websites or issues. This way the experience would become more fun and engaging. This SxSw panel agreed on the fact that gamification is all about motivating people to act (in the right context)…So they go way further in the gamification idea then I figured. Referring to the army’s idea of medals as also being gamification, gives the idea of gamification a whole new dimension (to me!).
If gamification in the digital era is all about sharing the right information (data) then the idea of gamification and big data as a match made in heaven isn’t so stupid.
If we talk “Big Data” for the moment, is like talking about a black hole on the social web with astronomous amount of information. When you put an intelligence layer on top of this black hole , the large datasets are becomming very interesting. So if you can use gamification to add new, relevant information to “Big Data” your company can have a sufficient ROI regarding cost saving (thanks to data insights) and customer engagement.
Gamification gives people the opportunity to share content which delivers status for them ( feeding statussphere – trendwatching.com). Instead of being a lurker on your website, your visitor shares relevant information, and the company/brand gives them recognition for the value they are delivering. The company and the customer become key partners.
Behind this gamification is a big share of hadden data, when analyzed have the answer on understanding the meaning of what/why people are sharing. Gamification merely is a catalyst to share, so getting people in the game is valuable since they share what’s already there (they are only showing it now!)
What struck me about the success of gamification was the authenticity factor. It should be about real life gamification, like your carreer, your fitness,… for instance. Facebook has already done a good job ON gamifying our day-to-day life. We just don’t see the game element in liking and commenting…but this can be viewed at as a game…
So playing this real life games creates huge amounts of data…thanks to the social web. Companies need access to your data, because in an aggregated form they become very interesting in understanding human behaviuour and delivering relevant content to you…
Off course privacy regulations are way behind in this vision and are a challenge for big data usage.
On an individual level we see a lot of customers afraid of big data and their privacy, BUT companies aren’t going to stop selling you ads, but thanks to big data they are able to sell you better and relevant ads. This way gamification and big data are giving you better value.
Create long term value for your customers that’s your privilege and makes you relevant as a company/brand.