Think of the image of a person watching a giant wave coming from the dock in the distance. So was the arrival of Big Data: a torrent of data that came with the arrogance of a tsunami willing to change the rules of everything that crossed its path.
From communications to medicine, scientific innovations and of course, the way we see the noble art of marketing: everything went under this tide, forcing us to rethink much of what we assumed.
But, why the fuss? ‘Data always existed’. Yes, but never so many and of such quality and precision as now. By this we mean the possibility of knowing deeper aspects of the audience through their behaviors in different digital fronts (interaction in social media, mobile device usage, ratio of clicks, etc.). All these actions leave traces -data- that, properly analyzed, result in valuable insights when making decisions. And that is a new phenomenon in itself. Now, how can marketing capitalize it in the smartest way possible?
Big Data = Better Data?
“Marketers who can use data and take advantage of them to better understand their customers and prospects win,” said expert Russell Glass in his article for the American Marketing Association. That is, the Big Data doesn’t necessarily mean ‘better data’. And Big Data on its own doesn’t mean anything. In short, the difference is in what use is made of the data and how they are combined with a comprehensive marketing strategy to make an impact in key areas. According to the SAS specialized blog, this mix can make a difference:
- Customer contact. Big Data may offer insights not only of who your customers are, but also where they are, what they want, how they want to be contacted and when.
- Customer loyalty. Analyzing key data can help you understand what retains the customer and keeps him coming back again and again.
- Perfomance Optimization. Big data can determine the optimal marketing spend across multiple channels, as well as the continuous optimization of marketing programs through testing, measurement and analysis.
And what are the main challenges?
For InboundCycle, the challenges are:
- Knowing what information to collect: There is so much information that the usual problem isn’t scarcity, but abundance.
- Knowing how to analyze this information: There are two problems in analyzing this information: First, market tools for Big Data is getting bigger, with such diverse selection of tools, that it can be difficult to find those that best integrate the requirements of your company. Second, often this information is not structured in a way that allows its easy analysis.
- Knowing how to get actionable and valuable ideas of this information: All this information is practically useless unless it produces wisdom that allows your business to improve its services and better understand its customers, or get some kind of competitive advantage.
In our new infographic design, you can see the numbers that make Big Data a revolution that is marking a turning point in the marketing departments. Something like the data of Big Data.
What you’ll find in the next data visualization:
? How the mobile revolution is creating data that move the rudder of new
? How the Internet of Things is expanding into new not- computerized devices, and
how the new data provided by these gadgets will appropriate.
? How Big Data is changing the way of generating content for various digital fronts.
? How the communication customization will be led by the insights that Big Data
Without further ado, enjoy these infographics design!