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The big promise of big data for marketers is to be able to use all the data we have. By looking at all the information, big data allows us to explore minute details without the risk of blurriness.
in theory, sampling (which always lost detail because it is a proxy for the full data set) and guesswork go away, we can analyse all the data for every customer and prospect, and provide that customer experience nirvana of just the right offer at just the right time.
If that feels like a big change for you, then start small. Attribution, one of the most persistent of marketing challenges, can be a great area to apply big data for immediate results, and ROI.
It's how you use it. Big Data is today's marketing black, no doubt about it. But it's not as one pundit suggested "Big Data is just ordinary data with good PR" neither is it just the amount in your stash.
No, if you want to realise the massive/staggering/blinding difference data about your visitors can make to your marketing, business and profits you have to learn to wield it effectively.
So, having been given the opportunity to blog about data-driven marketing, data-privacy, and all things targeted, I should start by talking about what we mean by, and can do with, the Big Data bonanza that the online channel provides us...
Multichannel marketing means being able to deploy not only campaigns but content across channels in an integrated fashion.
It is recognized that to communicate effectively across channels, customer information must be also shared effectively within the organization.
Data sharing was the a topic at Econsultancy.com's recent Big Data Roundtable in London in February. What is less well-known and understood is how to get to a shared data repository as an organization.
This blog post discusses my research results on data sharing. For more on the topic, Econsultancy has a great report on how to achieve shared data in a corporation.
An innumerate marketer begs the new species of click-sniffer to make a bit of an effort and translate your undisputed brilliance into some language other than Klingon or Ithkuil.
If you believe the bloggers (and who doesn't?), marketing departments all over the world are clearing out the desks of their PR, advertising and 'corporate communications' dinosaurs to make room for the new breed of data geek.
On the whole, that’s good, but data is only useful if the lessons it provides can be communicated in terms that people can understand.
Nate Silver is one of very few people who is both public figure and statistician.
He started in baseball during its analytical revolution, but became famous in the U.S. for his highly accurate predictions of how Barak Obama would win the presidency in 2008, and accurately calling the outcome for all 50 states in 2012.
Silver spoke at SXSW in a session entitled "Is Intuitive Marketing Dead?"
In a world of buzzwords, perhaps the most over-used and under-explained term that marketers will be coming up against this year is “Big Data”.
Big data, as we’ve learned from actually working with the stuff is realistically only the first part of the jigsaw when it comes to upping your game and marketing in a more agile manner that’s responsive to the market you’re serving.
We believe that it takes Big Marketers to unlock big data. People who are willing and able to look beyond the now bygone era of a “campaign” that has a start and end point and realise that digital marketing has become about responding to the fast pace of the internet itself, with equally fast and relevant decision-making.
In this piece, we discuss the kind of attributes a marketer needs to take themselves to the next level and employ a big marketing strategy that will not only set them apart from their peers, but help them to build knowledgeof how to take the rough diamond that is rawdata, and transform it to work best for your brand.
Seeing an ad outdoors has a greater impact on us than one served to our laptop or phone. We come across it, 'discover it' if you want to be properly cheesy, we trust it more, and the creative is tied to a more unique and memorable set of circumstances.
This is of course debatable; there are lots of caveats, but I believe it to be true.
Bear with me on this post, there is going to be some pontificating on a Brian Cox-esque scale (for non UK readers, he's a TV broadcaster who gets very reflective about the universe).
We live in an age of Big Data and more and more companies in a wide range of industries are making it a point to collect as much data as they can about markets, transactions, their website's users and customers.
When it comes to customer data, retailers are a blessed bunch because they have greater opportunities than many to collect this type of data.
Thanks to the 'trackability' of digital media and the rise of Big Data, more and more companies are hoping that decisions they once made on gut instinct or educated guesstimates can and will be made on hard data.
Which, in theory, is a good thing: data-driven decisions should enable businesses to understand the dynamics in their market and use that knowledge to better serve their customers.
Once again we round up six of the best infographics we've seen this week.
The topics include tech trends, Apple's cash reserves, big data, and the best ways to optimise your YouTube channel.
Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.
And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.
A business can't thrive without customers, and for that reason, the efforts of marketers are often focused on new customer acquisition.
Unfortunately, many companies neglect their existing customers and one of the reasons this happens is that they don't ask a simple question: who are our customers?