How can Big Data impact an industry - Flyefit Case Study

You might probably have come across the term Big Data before but what exactly does it mean?

Big Data refers to large, complex sets of data which are gathered form multiple sources - Callan 2022. Due to the quantity and complexity of the data, traditional analytical software isn't able to efficiently analyse it so a different approach must be taken. 

How can Big Data impact an industry?

Big Data is broken down into 3Vs: 
Volume - High volume of unstructured data from various sources.
Velocity - The speed in which data is received (real-time).
Variety - Unstructured data can come from anywhere and in any format.

Efficient data processing enables for a business to create more personalised customer experience and new revenue sources due to analysis of demand.

Let us look at one example of a business that could use Big Data in order to improve their personalised customer experience and create a new revenue stream. 

Flyefit Gym 

Flyefit is a chain of 17 gyms based in Ireland that offer classes and gym facilities for their members with the added option to roam between locations. Depending on the member, they have free classes included in their membership and their own personal account on their website called MyFlye where members can avail of exercise videos and tutorials on equipment. 

Their sources of data include their social media accounts, Myflye and Flyeplus. The type of data generated usually involves standard health check forms and basic information of users on their profile. Another source would include vitals when using their Heated Polar class, which are displayed on a monitor during the session. 

FlyePlus - Credit Flyefit.ie

MyFlye - Credit Flyefit.ie

Heated Polar including rate tracking - Credit Flyefit.ie

Social Media

A current method of big data analysis Flyefit can do involves their social media. They can add trackers to specific posts and monitor their engagement. This provides more insight into customer behaviour and preference but it is hard to analyse at a granular level.
For example, They create a post on Pilates and share it on social media, making sure they track the post. Based on the level of engagement, they are able to note level of interest, demographic preferences and location. This can give insight into how relevant Pilates is to their customers, influencing alterations to future marketing strategies. 

Now let's analyse future potentials for Flyefit if they were to implement some new applications in order to gain more data from their customers. 

Data processing from classes - Goals

Member that enrol in specific classes must register beforehand from their accounts.
By using this data Flyefit can monitor the most common demographics of specific classes and tailor them accordingly.
By knowing which demographics would prefer this class they could email similar members inviting them to try out the class.  
Due to the various locations a top-10 monthly list could be shown on their social media to encourage competition between the members.

Fitness Tracker Implementation

The rise of fitness trackers has improved the way we manage our health. Not only are we able to monitor our vitals and daily activities, they also help to entice us to move more. An article by Daily Mail  shows how influential fitness trackers can be in motivating us to push that little further. 

The rise in fitness monitoring apps mean that all new aspects of data can be gathered form users. From health risks to diet requirements and all this data could be used to created more personalised customer experience if implemented by a business. 
Let us analyse some of the new marketing possibilities Flyfit could have if they chose to implement a fitness tracker source of data into their business.

Examples would include:

Gaining insight into needs of member

Every member usually has different fitness goals, from yoga and relaxation, to cardio and a rush of endorphins.
By knowing who is interested in what, Flyefit can add new classes to tailor to those needs, create new videos on specific exercises and add or remove equipment as needed.
Due to the various locations, they can create segments for unique classes based on the demand of members in that location.  

Gaining insight into consumption habits of members

Some members will input their diet on their fitness app, this will include how many calories consumed per day, allergies and food/brand preferences.
This data can be used to pair up with brands, creating limited-time offers, discounts and competitions for users. Building up connections between brands and improving customer satisfaction and personalisation.
It can give insight into shopping patters of members helping publishing campaigns at the right time based on shopping habits.

Universal Progress Monitoring

By linking fitness apps to gyms, members would be able to monitor all their process in one location. This would provide data on frequency, locations and types of exercises. Under Armour has created various apps to cater to specific exercising styles, from running to cycling and at the gym. Mapmyfitness was especially designed to motivate and monitor users to exercise more. Now imagine if it could be implemented into Flyefit or any gym setting. Since most machines have pre-existing QR codes on them to show how to use, these could serve the purpose of keeping track of uses by members. This is still something that must be looked into more as the machines would then need to be integrated to the internet to obtain metrics and send them to the members app but imagine the possibilities of the implementation of the Internet of Things in a gym environment. Now imagine the amount of data this network would be able to give to business to further improve the user experience. 

Big Data is a huge area to cover in just one blog. It's possibilities are changing the marketing environment at an expansionary rate. It is up to the marketer and the organisations to chase after new and effective ways to incorporate these into their business in order to keep up with customer expectations. The future will hold many new marvels and I for one can't wait!

Callan J. 2022, Digital Marketing Analytics and Metrics DBS Notes.