data scientist

Who owns data analytics in your company? And who should?

As the data revolution impacts more of corporate America, one of the most important questions facing the data-maturing organization is “Who owns the data?”

Not surprisingly, the answer is “it depends.”

Personal experience leads me to believe there are at least four suitable potential models, each with its own pros and cons.

Five ways marketing directors can use Big Data

According to The Aberdeen Group, 2012 was when we really started living in the ‘Big Data’ world. It was one of the hottest technology terms bandied around last year.

But what is it today, and how can marketers use it to enhance lead generation and business?

It’s not the size of your data that counts…

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…

Five ways to become a big marketer and drive big results

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.

Big data: teams not technology

Big Data may be tough on our technology stacks, but the real challenges lie elsewhere.

Promises. Promises. Big Data sure makes a lot of them.

Increase the effectiveness of your sales (or political) campaigns by using behavioural data to divide customers into micro-segments.

Improve brand perception by monitoring the complex web of conversations across Twitter, Facebook and other channels and then engaging carefully with key influencers.  

Analyse internal processes to find opportunities to reduce costs and increase responsiveness.

Sounds great, but is it real? Are people actually doing such stuff, or is it all vendor hype?