First off, what is it?
Well don’t let anyone tell you it’s down to sample size, or about measuring everything. It’s about combining datasets (sometimes ‘dirty’ ones), contrasting them in different ways, and doing it as quick as possible.
Sometimes this necessitates great computing power, but not always. You can read more about such technology as Hadoop and GreenPlum in this nice little article).
Datasets are multiplying as we measure lots more than we used to. This means our thinking has to broaden – no longer is ‘what can we do with our database of email addresses?’ the question, rather ‘what data can we look at to give us the best idea possible of a customer’s stage in the buying cycle and what they’ll be receptive to next?’
The definition of big data isn’t really important and one can get hung up on it. Much better to look at ‘new’ uses of data.
So, here’s some examples of new and possibly ‘big’ data use both online and off-.
The numbers are compelling: 7bn messages sent between 230m users of its messaging app, 200m downloads of its games, 10m Indian users in three months as well as tens of millions in Spain, South America, Indonesia and beyond.
LINE is a large content hub, and once you’ve downloaded the messaging app, you’re hooked into a network that gives away a lot of fun stuff for free, and ties everything together with a very strong brand.
So what is LINE doing that’s significant, and how will it begin to affect other brands on mobile?
We'd all like to produce videos that convey our complicated product or brand but don't cost the Earth. Without a background in rich media, it's time consuming to create a animated video or shoot and edit your own footage.
Moovly aims to make this easier and allows the easy creation of simple animated videos. I spoke to the team to find out more about the service.
Epagogix is a company that analyses scripts in an attempt to forecast US box office performance or TV audience size.
On the back of this script analysis, the company recommends box-office-increasing enhancements.
Nick Meaney of Epagogix was speaking to the audience at PUNCH, the Festival of Marketing’s creative-focused event in the East end of London.
Organic search is pretty vital for any business, PPC ads are increasingly clicked on by a higher proportion of searchers, and with Google Hummingbird, social is likely to become more important for long tail search results.
Anthony Robinson, Head of SEO at Razsor, Auto Trader’s search and web design arm, talked us through how these three disciplines should be seen in the round.
At JUMP, part of the Festival of Marketing, Celia Pronto, Head of Marketing and Ecommerce at Ford Retail Group, spoke about bringing customer experience (CX) into the boardroom.
I’ve summarised what she had to say about this large and changing sector. For anyone high up the marketing chain, looking to change the way their company does business (with direct links to revenue!), this is salient and bang up to date.
With 2013 the first year tablet shipments are expected to exceed that of PCs and also a year in which smartphone penetration reaches 64% in the US (Nielsen), responsive design is rightly this year’s hot topic.
Despite this, it seems a lot of big brands are playing catch up, with new research from Venda showing just one of the UK’s top 50 most visited retail sites (Curry’s) currently hosts a responsive website.
A quarter of websites analysed don’t have a mobile optimised site, and many retailers host their mobile site under a different URL structure to their existing website, which could be negatively impacting their SEO and affecting their efforts with analytics.
As comScore estimates a third of all UK page views now come from smartphones and tablets, delivering a slick customer experience across all devices has become a massive competitive advantage for retailers.
To that end, I've been looking at the new responsive Cloggs website.
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
With mega-tight regulation for Swiss bank UBS, what are the challenges of going social and mobile, and how do they market to ultra high net worth (UHNW) customers?
At Mobile Marketing Live last week, I listened to Shane Williams, Head of Mobile Development for Platform Services at UBS. I had no idea just what a minefield it is to market a bank, especially in Switzerland.
UBS provides wealth management services for around half the billionaires in the world. It also has plenty of retail branches in Switzerland and an investment arm.
Acting in many countries, UBS is beholden to hundreds of regulators, including FINMA in Switzerland, the SEC in America, and the FCA and PRA in the United Kingdom.
Navigating the barriers to mobile and social usage is massively impacted by Swiss law, which says a bank can’t reveal who its customers are. This is enshrined in law in much the same way as patient-doctor confidentiality.
It even means that UBS has to be careful about knowing the IP addresses of customers using their services, as this can be tied to an address and perhaps a person.