By Sebastian Gesualdo, Digital Content Studio at Globant

5 exabytes -2^60 bytes- of data are created each day. This is 2x more data per second than what the entire internet had in the year 2000.

Then, the question is, how can we as content facilitators organize such an amount of data, so that frictionless experiences can leverage on all of it? The key for us is to personalize and contextualize the content as part of an aggregation process. The ability to understand our customers is a must nowadays, that allows us to provide them with the right content in a moment that matters.

In order to elaborate this statement, let’s use an example about one frictionless experience and how the aggregation process plays its stellar role before the content is delivered:

It’s Valentine’s day, which you definitely forgot. Your smart-watch dings notifying you about the corniest day of the year, since it knows your location and time and it also knows that you have a Special One based on your status in some social network. As soon as you take a look at your phone the same notification is there. You swipe and some app appears, which shows you relevant suggestions based on your past behavior, such as “get some chocolates”, “get some flowers” and even “make a dinner reservation”. You tap on the first item and your SO´s favorite chocolate appears ready to be ordered, because it remembers that you bought it last year. You only have to confirm the transaction and, as you had already entered your payment and shipping info in some commerce platform, you are done. The same happens with the other suggestions. The outcome? A few hours later, you arrive for your dinner reservation at your SO´s favorite restaurant with the flowers and the chocolates for a romantic dinner.

Sweet, isn’t it?

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