MRS Census and Geodemographic Group (CGG) Conference: Harnessing Open Data for Business Advantage.

A conference paper about the impact of big data on the behavior and perception of consumers who are inclined to use the traditional mode of communication and consumers who are influenced by digital technology. The author notes that there is a prevailing views among older marketers and market researchers that cultural and social influences are the main factors that shape consumer attitudes and behaviors, which is further enhanced by communities and neighborhoods.