Market Segmentation in (In)Action: Marketing and 'Yet to Be Installed' Role of Big and Social Media Data

Marketing has always been dependent on the input of new forms of consumer data throughout its history, relying on translations of this data into more and more effective means for targeting and engaging consumers. The focus on the digital segmentation of consumers has been subject to differing marketing orientations, beginning with relationship marketing and moving towards experiential marketing and now more recent efforts towards ‘collaborative’ marketing. The intention behind segmenting consumers is focused on more effectively engaging targeted segments towards repeat buying behaviours. However, as in past practices, the shift to social media marketing and social customer relationship management (social CRM) has been subject to some significant limitations. Although the advent of social media and the opening up of this space for marketing has created (the potential for) an expanded means for tracking and classifying consumer behaviour, this paper highlights the limitations of the practices for all but a few select marketing practices in the ‘successful’ ‘making up’ of markets. This paper examines the limitations in use of social media data. Despite the promises of big data, old ways of segmentation and classification die hard and are seen as and often are evaluated as (more) effective. While the potential for consumers to actively participate in forms of marketing has shifted with the advent of social media, studies of participation in multiple mediums for ‘user’ or consumer participation indicate that this is done infrequently. Social media remains ‘uninstalled’. This paper highlights the limitations of specific marketing segmentations ‘in practice.’ It indicates that narratives of consumer empowerment and participation are limited alongside the slow and incremental adaptation to highly valued trends by most companies in practice

Personal choices and situated data: Privacy negotiations and the acceptance of household Intelligent Personal Assistants

The emergence of personal assistants in the form of smart speakers has begun to significantly alter people’s everyday experi

Family Surveillance:Understanding Parental Monitoring, Reciprocal Practices, and Digital Resilience

Parents who grew up without digital monitoring have a plethora of parental monitoring opportunities at their disposal. While they can engage in surveillance practices to safeguard their children, they also have to balance freedom against control. This research is based on in-depth interviews with eleven early adolescents and eleven parents to investigate everyday negotiations of parental monitoring. Parental monitoring is presented as a form of lateral surveillance because it entails parents engaging in surveillance practices to monitor their children. The results indicate that some parents are motivated to use digital monitoring tools to safeguard and guide their children, while others refrain from surveillance practices to prioritise freedom and trust. The most common forms of surveillance are location tracking and the monitoring of digital behaviour and screen time. Moreover, we provide unique insights into the use of student tracking systems as an impactful form of control. Early adolescents negotiate these parental monitoring practices, with responses ranging from acceptance to active forms of resistance. Some children also monitor their parents, showcasing a reciprocal form of lateral surveillance. In all families, monitoring practices are negotiated in open conversations that also foster digital resilience. This study shows that the concepts of parental monitoring and lateral surveillance fall short in grasping the reciprocal character of monitoring and the power dynamics in parent-child relations. We therefore propose that monitoring practices in families can best be understood as family surveillance, providing a novel concept to understand how surveillance is embedded in contemporary media practices among interconnected family members.</p

When Citizens Are “Actually Doing Police Work”: The Blurring of Boundaries in WhatsApp Neighbourhood Crime Prevention Groups in The Netherlands

Neighbourhood watch messaging groups are part of an already pervasive phenomenon in The Netherlands, despite having only recently emerged. In many neighbourhoods, street signs have been installed to make passers-by aware of active neighbourhood surveillance. In messaging groups (using WhatsApp or similar communication apps), neighbours exchange warnings, concerns, and information about incidents, emergen

BIM-SPEED Inhabitant’s App::A BIM-Based Application for Crowdsourcing of Inhabitants’ Input in Renovation Projects

This report summarizes the conceptual framework and the technical implementation of a BIM-based user-friendly application to gather inhabitant’s input in the context of renovation projects developed in the European funded project BIM-SPEED. It starts with the underlying objectives and the role of data acquisition in the project. Then, it explains and outlines the conceptual framework and the methodology used in relation to the identified use cases, where inhabitants’ input is required. Furthermore, it describes the implementation and the development of the proposed methods as a user-friendly app and, finally, it ends with ethical and privacy considerations, specifically the measures taken for safe handling of privacy-sensitive data

Intelligent Personal Assistants and the Intercultural Negotiations of Dataveillance in Platformed Households

The platformization of households is increasingly possible with the introduction of intelligent personal assistants (IPAs) embedded in smart, always-listening speakers and screens, such as Google Home and the Amazon Echo. These devices exemplify Zuboff\u27s surveillance capitalism by commodifying familial and social spaces and funneling data into corporate networks. However, the motivations driving the development of these platforms-and the dataveillance they afford-vary: Amazon appears focused on collecting user data to drive personalized sales across its shopping platform, while Google relies on its vast dataveillance infrastructure to build its Al-driven targeted advertising platform. This paper draws on cross-cultural focus groups regarding IPAs in the Netherlands and the United States. It reveals how respondents in these two countries articulate divergent ways of negotiating the dataveiLlance affordances and privacy concerns of these IPA platforms. These findings suggest the need for a nuanced approach to combating and limiting the potential harms of these home devices, which may otherwise be seen as equivalents