Microtargeting has become a powerful suite of techniques in today's e-marketing world, allowing 'intimate' personalisation on a massive scale. By closely tracking consumers, voters and other constituents, companies can understand and use predictive analytics to model certain user preferences and sentiments. This high degree of insight can later be translated into very personally constructed messages to end users. However, microtargeting also features certain challenges and potential pitfalls.

In this Assignment, you will consider microtargeting techniques and data similarities between microtargeting and Big Data, and decide whether microtargeting is a Big Data problem.

To complete this Assignment

Write a concise one-page essay in which you critique microtargeting tactics and declare whether microtargeting is a Big Data problem. Include the following:

• The types of data and analytic methods used in microtargeting.
• The benefits, considerations and potential pitfalls that companies may face when analysing microtargeting data and implementing microtargeting strategies in the real world.
• Evaluation of whether microtargeting is indeed a Big Data problem, including defense of your position.