Big Data & Digital Marketing

We're embarking on the era of big data in the cloud, and we're already seeing the emergence of cognitive systems: systems able to cope with ambiguity, make sense of enormous data sets and reason their way into probabilistic determinations.

This shift should prompt communications and marketing leaders to re-evaluate and restructure their departments. Here are three principles to consider:

1. Build independent, entrepreneurial teams around issues. 

2. Create systems of engagement that generate enormous sets of data. 

3. Compete for engagement with constituencies, not attention from audiences.

Turkcell achieved a $15m uplift in additional revenue just by switching from traditional batch marketing to right-time methods.

The data in itself is meaningless, but by pairing the data with the right analysis tools marketing and the customer experience chain can respond in ways never thought possible.

Big Data is the bullet. Analytics the gun. The impact only happens when you decide to combine the two.

A nice case study for those who want to use Big Data for their marketing campaigns.

As the saying goes, “It’s not what you have. It’s what you do with what you have that matters.”

Here’s a look at why big data analytics are the key to data driven marketing. With Big Data analytics one has:

1. The power to process all data (and not only the 20% used so far)

2. Affordable analysis (cheap storage and operations)

3. Data desegregation (avoid silos)

4. Analysis in real-time

Here are the top 7 digital marketing trends you should be experimenting with this year:

1. Mobile Marketing

2. Social Media Advertising (This is really hot)

3. Retargeting (I wouldn't support this strategy)

4. Daily Deals

5. Geographical Targeting (My favourite)

6. Integrating Online and Offline Marketing

7. Content is King (a suggestion more than a strategy)

Choose a strategy first, and then create a Big Data project to succeed.

You should understand your customer to:

1. know how to TIME your campaigns

2. know why they choose you as opposed to your competitors

3. know where they are

Digital Technologies and Big Data are the way to really Know Your Customers, quantitatively and safely.

Customers are getting more and more mobile and connected. They use several channels to link with shops and stores. They use several other channels to communicate their wishes, desires and styles. This is the Omnichannel era.

In order to reach them better and more effectively one has to listen to all of these channels. One has to go big, Big Data.