With wearables, it's a whole new data game

Monday, 23 Sep 2013 | 12:11 PM ET
Galaxy Gear smartwatch
Getty Images
Galaxy Gear smartwatch

If you think it's creepy how much marketers know about you now, just wait until they get their hands on data collected by wearable computers and other new technologies.

(Read more: Future fashion: 10 wearable tech trends to watch)

"The whole world is about to change," Robert Scoble, a start-up liaison officer for Rackspace, said Friday at the Social Data Week conference in New York. "We are going to be wearing a lot of new stuff in the next few years."

(Read more: Smartwatch wars: The top contenders )

In the next few years, the growth in wearable computers, such as Google Glass or Samsung's smartwatch, will open up a whole new way for marketers to target consumers, Scoble said.

"There is a new kind of computing, a new kind of relationship with our devices," he said.

Because wearable computers are capable of collecting very personalized information about the wearer, it creates new, highly effective way for marketers to get consumers' attention.

For example, Google Glass can track where the person is looking. So if a user is in a shopping mall, the device can tell when the person enters a store. Marketers can use such data to deliver ads based on the user's individual behavior.

Who will win the smartwatch war?
CNBC's Rick Santelli updates the U.S 10-year yield and CNBC's Shelia Dharmarajan reports on what's behind a pop at BlackBerry. The "Fast Money" traders debate tech giants as the smartwatch war heats up.

But even without wearable computers, the growth of sensors being introduced in retailers, venues, and even in clothing will create big opportunity for marketers, Scoble said.

"It's a new kind of marketing coming. It will make shopping highly personalized," he said. "There's all sorts of sensors to do all kinds of different things."

Wal-Mart, for example, is beginning to use a highly sensitive sensor in its stores that is placed above the shoppers and can track when a customer touches an item, Scoble said. The goal with this particular case, Scoble explained, is to be able to tell in real-time when a consumer is engaging with a product and to be able to offer them a discount.

Technology related to smartphone sensors is getting better as well, opening more doors for advertisers, he said. Apple's new iPhone 5S is an example.

"The new sensor built into the new iPhone is going to dramatically increase the developer's ability to build new things that tell you things about yourself," Scoble said.

It will also be able to give marketers more accurate information, he added.

"Apple's new six axis accelerometer watches every motion you make. Think about what it's going to make possible going forward," he said.

By CNBC's Cadie Thompson. Follow her on Twitter @CadieThompson.

  Price   Change %Change


Contact Technology


    Get the best of CNBC in your inbox

    › Learn More
  • Matt Hunter is the senior technology editor at CNBC.com.

  • Cadie Thompson is a tech reporter for the Enterprise Team for CNBC.com.

  • Working from Los Angeles, Boorstin is CNBC's media and entertainment reporter and editor of CNBC.com's Media Money section.

  • Jon Fortt is an on-air editor. He covers the companies, start-ups, and trends that are driving innovation in the industry.

  • Lipton is CNBC's technology correspondent, working from CNBC's Silicon Valley bureau.

  • Mark is CNBC's Silicon Valley/San Francisco Bureau Chief covering technology and digital media.