What is “over datafication” in marketing? – Brandminds 2018

What is "over datafication" in marketing?

Datafication refers to the collective tools, technologies, and processes used to transform an organization into a data-driven enterprise. After converting processes to data, they can be tracked, monitored, and optimized. Even if data isn’t used, businesses can still acquire large amounts of data, store it, and then decide later on how they will utilize it.

According to Key LimeInteractive, new technologies have enabled lots of new ways to “datify” our normal activities:

    • GPS devices on smartphones, such as Google maps, are able to track wh...





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