Gagan Uppal, head of partnerships, The TechVantage
There is a shared common belief that data is now the world’s most valuable currency. Tech entrepreneurs turn their noses up at the bottom line in favour of user acquisition, whilst companies like Amazon, Groupon and Rakuten have revelled in data collection, storage, processing and the analysis of personal information of millions of customers. They use that data to formulate and optimise algorithms that market to consumers, encourage purchasing and conveniently disguise it as a ‘customer-centric’ approach, which drives user engagement.
The concept of user engagement first reared its head at the advent of Web 2.0, when the business mod
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