As the 2020 election cycle ramps up, voters can expect a flurry of targeted advertisements fueled by big data on their doorsteps, inboxes and social media feeds. While microtargeting based on demographic information is not a new trend in campaign strategy, campaigns traditionally relied on analyzing voter behavior within broader categories such as age or gender before big data was easily accessible.
In 1995, UMUC Haircuts was opened by Myra Morningstar in a strip mall near the College campus. UMUC Haircuts started as a barbershop with one chair. Over the years, Myra has expanded her business to include hair styling for both men and women. Her business has grown to three barber chairs, three hair styling stations, and a shampoo station. In response to her customers’ requests, Myra would like to further expand her business by adding two stations for manicures. The small gift shop next door to her has recently come up for sale, and she is thinking about acquiring that area for manicures.
When UMUC Haircuts first opened, it was the only barbershop within a ten-mile radius. It was one of the first businesses to open in the strip mall where it is located, and the number of customers has increased each year. Over the years a couple of other barbershops have opened around the area, and there is news that a Hair Cuttery (offering men’s and women’s haircuts and styling only) will open about 5 miles away. In the shopping center across the street, an expensive spa has now opened where hair styling is offered along with manicures. Just around the corner from UMUC Haircuts is a home with a sign offering manicures.
While UMUC Haircuts continues to grow and profits are increasing, Myra is sure that she could improve her operation in the areas of scheduling, supply ordering, inventory management, collecting customer information, and marketing.