Understanding consumer behavior has often been a matter of speculation based on secondary analysis of usage and procurement data. One of the major marketing challenges is to identify attribution as we try to measure the effectiveness of a particular marketing campaign while many are in action. Xbox One, to be released in November, opens up possibilities to understand consumers in a way that's never been done before.
According to the article: http://adage.com/article/special-report-ana-annual-meeting-2013/xbox-reshape-marketing/244605/, "Xbox One can essentially work like TV that watches you, bringing marketers a huge new trove of data about what's going on in living rooms, including unprecedented information about how people engage with TV advertising." This would have significant impact on the TV advertisement industry, especially around pricing and effectiveness of ads. The biometric response features of the new generation of Kinect technology in Xbox One offers added possibilities of distinguishing users within a household, providing additional meaningful data to marketers.
Let's wait for the Xbox One release in November to see how its data treasure trove revolutionizes marketing as we know it.
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