Emotion-Tech: The Next Wave of Big Data

What is Emotion Tech? It's a term I've coined to describe the data that is about to be unleashed from the integration of smartwatch and wearable Internet connectivity with FitBit wearable galvanic response measurement, delivering personal fitness and bodily data to the cloud. There it will be merged with purchase data, set-top and other media consumption data, beacon and GPS data, social media data and more. The marketing and data cloud divisions of Google, Amazon, Facebook, Oracle and Adobe (among many others) are about to develop a new behavioral currency built on Emotion-Tech. Neuro-scientists already have a wealth of insights on the connections between measured physical reactions and emotional feelings, and  the links between emotions and purchase influences, decisions and behavior.  It's not only conceivable but inevitable that emotions will be the next wave of data to be merged with media usage data, social media actions, purchase patterns and behavior, aspirational purchase intent and shopper insights, GPS location and beacon data, and a wealth of emerging cloud-based analytics.

The end result – already in the early stages of development – will be a completely new currency measuring the emotional environment in which marketing and other communications take place. In the research and big data community, focusing on Emotion-Tech is skating where the puck is going, not where it's been.

Emotional Connections is a registered trademark of Jack Myers.

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