The Evolving Realities of Digital Marketing: Personalization vs. Privacy! The way items are advertised has changed as a result of digital. Customers create vast digital footprints that may be evaluated and used for precision marketing as they migrate their lives to the digital world, whether to consume media, engage with friends and family, or shop.

1. The Evolving Realities of Digital Marketing: Personalization vs.
Privacy!
The way items are advertised has changed as a result of digital. Customers create vast
digital footprints that may be evaluated and used for precision marketing as they migrate
their lives to the digital world, whether to consume media, engage with friends and
family, or shop.
Customer data was traditionally organised in the form of demographics, surveys, or retail
purchase data. The world of customer insights was governed by statistical and
econometric models. The digital world, on the other hand, has a significantly greater
volume, velocity, and variety of data, both structured and unstructured.
Mobile phones, for example, give structured geographic data that may be used to target
advertisements depending on a person's location. Customer reviews, pictures, chatbot
chats, and social media comments are examples of newer forms of unstructured data on
the other end of the spectrum.
Today's challenge for businesses is not how to collect data, but how to use it to
differentiate and customise their marketing while balancing the need for privacy and
security.

2. Personalization is most commonly employed in marketing in the context of product
promotions.
In reality, data is being combined with digital technologies such as artificial intelligence,
the internet of things, blockchain, and augmented/virtual reality (AR/VR) to customise the
entire marketing process.
Product Development: AI is being used to analyse huge economic and social media data
in order to better comprehend the macro and microenvironments in which a company
works.
Unilever, for example, used data from market research and social listening to find the
growing link between ice cream and breakfast in the United States, and then used that
information to create ice-cream-flavored cereal. The combination of AI and 3-D printing
technologies is likely to push product personalisation to new heights. Pricing: From
eCommerce to ridesharing, complex AI-based dynamic pricing algorithms have been
developed. Real-time data, such as supply, demand, client location, and even the
weather, is used to change pricing.
Channel Optimization: AI and AR/VR are assisting businesses in providing consistent
experiences across many channels, including mobile, web, and in-store.
Customers can, for example, use the AI-powered My Starbucks Barista app to place an
order with a virtual barista within the app and pick it up at their local location. In addition,
based on time, location, and past transactions, the user receives recommendations and
offers.
Promotions: Digital contributes for upwards of 60% of overall media investment in places
like the United States. Digital promotions are the second-largest media spend behind
television in India, accounting for over 30% of total spending.
The method data is acquired is at the top of this list of issues. Customers are frequently
unaware that their information is being gathered and utilised for marketing purposes.
Even if they are informed, it is usually in the form of legalese that few customers read or
comprehend. Everything is about to change.
Apple's measures to retain its privacy leadership, as well as Google's Privacy Sandbox
projects, are examples of company-led programmes. As part of the latter, Chrome's
upcoming phase-out of third-party cookies is expected to have a substantial impact on
customization.
The ownership of data is the second issue. Several players claim to be data custodians,
despite the fact that practically everyone agrees that customers ultimately own their data.

3. For example, there have been conflicts around the world over the sharing of client data
between brand owners/sellers and e-commerce sites. These portals have also developed
competitive solutions using aggregate customer data from several suppliers.
Customers are also confronted with the issue of data security. In the recent past,
numerous consumer data leaks have occurred as a result of these data custodians'
inadequate security procedures.
So, what are the opinions of customers on these topics? According to studies, over 80%
of customers are more inclined to make a purchase when they receive personalised
offers.
As a result, it is up to businesses to create customer trust. While it will not be easy, they
can take a number of initiatives to enhance client trust.
Provide customers with the ability to choose which data they want to share. To give this
control, blockchain technology can be employed creatively.
Compliance: Proactively ensure compliance with local and international legislation.
Return to the basics: Make customers and brands the marketing protagonists. Limit the
use of statistics for inspiration and focus on communication that establishes an
emotional connection between the two.
Companies must also openly communicate to their customers that they are committed to
being responsible data custodians in addition to implementing the aforementioned
improvements.
How Much Data Are We Producing and Where Is It Stored Around the World?
Cave paintings, the oldest of which is over 40,000 years old, were used by ancient
humans to store information. As humanity progressed, the development of writing and
the emergence of languages led to the storage of detailed knowledge in various written
forms, culminating in the invention of paper in China about the first century AD.
Humans have progressed technologically faster in the last 150 years than they have in
the previous 2,000 years. The invention of digital electronics is often regarded as one of
the most significant developments in human history.
Our society has changed dramatically since the invention of the transistor in 1947 and
the integrated microchip in 1956.

4. Most notably, the advent of digital data storage altered the way we create, manipulate,
and store data. In 1996, digital storage became more cost-effective for storing
information than paper, signalling the start of the changeover.
There are many different types of digital data storage technology.
Magnetic data storage remains the dominant technology for high-capacity information
storage, including personal computers and data servers. Semiconductor memories are
preferred for portable electronics, optical storage is mostly used for movies, software,
and gaming, and magnetic data storage is mostly used for movies, software, and gaming.
The principles that govern all digital data storage methods are the same. Any material
with two different and switchable physical states can store bits of information. The digital
information in binary code is stored as ones and zeroes, commonly known as bits. A byte
is made up of eight bits.
Each physical state is assigned a logical zero or one.
More bits can be put into the storage device if these physical states are smaller. Today's
digital bits have a width of ten to thirty nanometres (billionths of a meter). These devices
are extremely complicated because constructing devices capable of storing information
at this scale necessitates atomic-level material control.
a lot of data
The rapid rise in information output feels unstoppable since digital information has
become so embedded in many facets of our lives and society. On Earth, we send 500
million tweets every day, 294 billion emails per day, 4 million gigabytes of Facebook data
per day, 65 billion WhatsApp messages per day, and 720,000 hours of new YouTube
content per day.
The total quantity of data created, recorded, copied, and consumed around the world in
2018 was 33 zettabytes (ZB), or 33 trillion gigabytes. This increased to 59ZB in 2020, and
by 2025, it is expected to reach a mind-boggling 175ZB. 8,000,000,000,000,000,000,000
bits make up a zettabyte.
In 2018, a total of 33 zettabytes (ZB), or 33 trillion gigabytes, of data was created,
recorded, duplicated, and consumed around the world. This climbed to 59ZB in 2020, and
it is predicted to reach a staggering 175ZB by 2025. A zettabyte is made up of
8,000,000,000,000,000,000,000 bits.
Consider each bit to be a £1 coin with a thickness of 3mm (0.1 inch) to help visualise the
numbers. The distance between two ZBs made up of a stack of coins is 2,550 lightyears.
This will get you 600 times to the nearest star system, Alpha Centauri. We now produce

5. 59 times that quantity of data each year, with a compound annual growth rate of roughly
61 percent.
Storage of data
The edge, which includes infrastructure like cell towers, institutional servers, and offices
like universities, government offices, banks, and factories, is the second. Third, the
majority of data is stored in the core, which includes both traditional data servers and
cloud data centres.
Around 600 hyperscale data centres (those with more than 5,000 servers) exist around
the world.
China Telecom Data Center in Hohhot, China, occupies 10.7 million square feet and uses
815 megawatts of power, while The Citadel in Tahoe Reno, Nevada, occupies 7.2 million
square feet and consumes 815 megawatts of power.
Every two years, roughly 100 new hyperscale data centres are developed to
accommodate the ever-increasing need for digital data storage. A recent research looked
at these tendencies and determined that, at a 50% yearly growth rate, the number of
digital bits would reach an unfathomable magnitude roughly 150 years from now,
surpassing the total number of atoms on Earth.
Wartsila is constructing a 200-watt battery storage facility in Texas!
Wartsila will provide energy storage technology worth 200MW for two projects in Texas,
USA.
For the integrated stand-alone systems, the company will also give 10-year asset
performance agreements.
Able Grid Energy Solutions, MAP RE/ES' utility-scale energy storage project
development arm, placed the order. The Electric Reliability Council of Texas will receive
grid support from the Madero and Ignacio energy storage projects (ERCOT).
Beginning in January 2022, the systems are scheduled to be completely operational.
The Madero and Ignacio projects will participate in the existing ERCOT wholesale power
market, providing vital ancillary services such as frequency management, which are
essential for grid stability.
Years of development by forward-thinking entrepreneurs like Wartsila have finally
enabled us to adopt market-driven solutions that will increase grid reliability and
performance while allowing for greater decarbonization of power markets.
Transportation Decarbonization and Climate Change Prevention Mathematical Models!

6. A National Renewable Energy Symposium was held in collaboration with the US Agency
for International Development.
Using a 250-kWh battery in Mexico City and a 300-kWh battery in León to test the
electrification potential of transit fleets in two Mexican cities, researchers discovered that
at least 80% of the operational bus days for the studied routes were appropriate for
electrification.
To determine vehicle requirements, the research combined easily accessible GPS speed
traces with an electric bus model. Simple analyses like this may be replicated all around
the world to promote energy-efficient mobility solutions. Electrification of public
transportation is a crucial method for ensuring that technologies that cut greenhouse
gas emissions also provide greater access to mobility services.
In a conference paper that won the best paper prize at the 2020 IEEE Transportation
Electrification Conference, researchers revealed their methods and findings. The study,
titled "Transit Bus Electrification Evaluation using GPS Speed Traces," was based on
data gathered three years ago in Mexico.
Kotz and Miller analysed bus travel patterns at three depots, two in León and one in
Mexico City, using GPS loggers. They calculated the benefits of electrification by
combining GPS data with a mathematical model of electric buses.
Using their model, the team calculated that switching to battery-electric buses would
reduce CO2 emissions and enhance diesel-equivalent fuel economy in both cities.
The journey from concept generation to paper publishing, however, was nonlinear and
filled with unforeseen hurdles, as it is with many research initiatives.
Taking on Unexpected Obstacles
Two fatal earthquakes struck Mexico in September 2017. An 8.1 magnitude earthquake
struck near the country's southwest coast on Sept. 7, killing 90 people. A 7.1 magnitude
earthquake struck central Mexico on Sept. 19, killing at least 225 people. Kotz and Miller's
week-long job to install the GPS loggers began on September 14th, sandwiched between
these two natural calamities.
They planned to install data loggers on the buses when they landed in Mexico to collect
data on fuel rates, engine speed, and torque. They rapidly discovered that the buses were
less complicated than they had anticipated, as they lacked the diagnostic link needed to
collect the requisite data. They improvised by modifying their data loggers to exclusively
collect GPS data.

7. Through Oct. 8, the loggers collected more than 14 million data points representing
65,000 kilometres of driving. The team took around ten months to conduct their
investigation because they needed to construct a mathematical model to support the
GPS data, according to Kotz.
. Miller said the team's findings were positively received by the Metro Bus authority and
governors in Mexico when they presented them. Later, the city of Mexico City began
using electric buses on some of their routes.
“It's never easy to predict what people will do with the information you provide,” Miller
said. “However, the importance of having the information is the value of research in
informing future decision-making. Once they have that information, they still have a lot of
work to do.
NREL's model was more detailed and accurate than previous studies, according to Kotz,
even though similar research had been done elsewhere analysing simple metrics like
daily distance. As a result, it was critical that they share their research technique with the
scientific community.
“Because GPS data is practically universal,” Kotz explained, “the methods utilised in this
research might assist influence decisions regarding electrifying transit buses on a large
scale around the world.” “Using GPS loggers to collect data on travel patterns is a
relatively low-cost technique to expand opportunities and understanding. Having this
information can help to alleviate inequity issues between richer and poorer countries.
“I'm looking for clean energy solutions.”
“Climate change is a problem that knows no bounds,” Miller explained. “As a world
leader in addressing climate change, the United States must assist other countries
willing to collaborate on this global issue.”
-----------------------------------------------------------------------------------------------------------------------