The majority of organisations understand that in order to drive up brand adoption, they need to engage the right person with the right message at the right time. In today’s fast moving digital customer environment, Marketing requires immediate insight and interactive understanding to identify the target audience and reach those individuals quickly and effectively.
On one hand, Big Data projects can provide a faster response to Marketing questions and enable businesses to make better informed decisions. However, Big Data projects are naturally collecting huge volumes of data - the vast majority of which is unstructured information. This unstructured nature means Big Data can only provide marketers with a rough guide as to what customers look like and what products are being sold, whilst also providing a lot of wasted information that is neither required nor relevant.
Therefore, adding structure to unstructured data is essential. To effectively use analytics tools and gain any real, valuable insight, structure is the number one priority.
So where is your Marketing team today?
- Can you undertake multiple campaign iterations to achieve truly focused personalisation?
- Do you have clear visibility of promotion performance in order to maximise the effectiveness of a campaign?
- Do you have access to simple, intuitive tools that enable rapid decision making and segmentation without relying on IT?
- Does your team have the skills, marketing view and knowledge to work with Big Data?
If not then something needs to change – and fast!
To better understand how Big Data can benefit your Marketing activities and drive up sales in your business, download our latest eBook: ‘Big Con / Big Data – How long can you afford to wait?' by clicking the download button below: