Some buzz words are trendy and one of them is Big Data. Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago.
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The rise of digital has seen many businesses undergo organizational restructures with digital no longer a just a function of the marketing department. In the last couple of years the market has seen the rise of the chief digital officer (CDO), a senior executive who sits at the right hand of the CEO and is seen as instrumental to the future of the organization, is this true really?
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How Big Data can be used in a transformative way
For the last few years people have been talking a lot about big data with lots of digital companies jumping on the bandwagon as experts in this space.
Digital practitioners have had to add words like “No SQL”, “Hadoop”, “Map reduce” and most (in)famously “The cloud” to their vocabulary.
All good stuff, however in the vast majority of cases there has been no real explanation of what it means for digital marketing.
People have been very poor at answering the “So what?” question and I would say that general understanding of the impact it can have is still very low.
Making Sense of “Big Data” to improve digital media ROI
Profiling Web users based on their Web histories based on big data is a nice approach. However, what can you read out of history?
Would it not be more efficient to understand what in real time you user wants?
Profiling online users in an effort to evolve digital marketing is only one step companies can take toward unlocking “big data’s” potential. Nevertheless, the application of online profiling is limitless.
It could be applied to direct marketing (e.g., an e-mail campaign focused on the most promising prospects).
Looking further, another exciting challenge to come will involve the adaptation of a company’s online stores based on target Internet user profiles.
In addition to profiling online users, “big data” can also be leveraged in a very pragmatic and operational way. There is no doubt it can reshuffle the cards of search, affiliation marketing, and Internet-based direct marketing.
Why big data matters to marketing
Collecting big data doesn’t automatically lead to better marketing, but it is a good starting point. Think of big data as your secret ingredient, your raw material, your essential element and the only thing you are looking for is the recipe.
It’s not the data itself that’s so important. Rather, it’s the insights derived from big data, the decisions you make and the actions you take that make all the difference.
By combining big data with an integrated marketing management strategy, marketing organizations can make a substantial impact in these key areas:
Customer retention and loyalty
Three types of big data that are a big deal for marketing
The challenges related to the effective use of big data can be especially daunting for marketing. That’s because most analytic systems are not aligned to the marketing organization’s data, processes and decisions. For marketing, three of the biggest challenges are:
Knowing what data to gather
Knowing which analytical tools to use
Knowing how to go from data to insight to impact
MOST INFLUENTIAL AGENCY/VENDOR: ADOBE SYSTEMS
Adobe Analytics’ Fortune 500 customers include:
- Top 6 Entertainment Companies
- 9 of Top 10 Tech Companies
- Top 4 Healthcare Companies
- Top 5 Telecommunications Companies
- Top 3 Internet Services Companies
Three steps for going from big data to better marketing
Big data is a big deal in marketing. But there are a few things every marketer should keep in mind to help ensure that big data will lead to big success:
- Use big data to dig for deeper insight. Big data affords you the opportunity to dig deeper and deeper into the data, peeling back layers to reveal richer insights. The insights you gain from your initial analysis can be explored further, with richer, deeper insights emerging each time. This level of insight can help you develop specific strategies and actions to drive growth.
- Get insights from big data to those who can use it. There’s no debating it – CMOs need the meaningful insights that big data can provide; but so do front-line store managers, and call center phone staff, and sales associates, and so on and so on. What good is insight if it stays within the confines of the board room? Get it into the hands of those who can act on it.
- Don’t try to save the world – at least not at first. Taking on big data can at times seem overwhelming, so start out by focusing on a few key objectives. What outcomes would you like to improve? Once you decide that, you can identify what data you would need to support the related analysis. When you’ve completed that exercise, move on to your next objective. And the next.
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