Even midsize businesses looking to cast a wider net are integrating Big Data into their marketing strategies. Make no mistake: Human insight will never become obsolete in the face of analytical marketing. An organization can have the most advanced analysis program on the planet, but if those reviewing the information can’t make heads or tails of it, then there’s no point in using the system.
Diagram of a brand promotion strategy.
Possessing a robust Marking operation goes far beyond searching for the latest and greatest analysis platform. Although it may lead to success, Marketing isn’t the be-all, end-all solution to every problem. Making the most out of any system is a two-way street: a company’s human assets must regard it as a technological assistant and support it with the appropriate environment.
Move into the cloud
To receive thorough, well-detailed reports, organizations want to be able to aggregate as much digital information as possible. Instead of cramming all this data onto predefined, legacy platforms, professionals should strongly consider investing in cloud computing. When enterprises decide to move toward remote access, concerns like overworking a system, general server maintenance, and load-balancing are eliminated. The scalable environments can be accessed from almost anywhere, enabling marketers to easily obtain files stored on cloud servers and make decisions wherever they are.
Once an adequate support system has been established, CMOs can begin launching analytics programs to figure out how customers consistently interact with their brand through multiple channels. The question is, how do companies manage such a relentless flow of data? Jason Bowden, a contributor to Business 2 Community, claimed that it all depends on the company’s angle. Gaining insight from a large amount of intelligence doesn’t need to involve feeding it to an unwieldy, self-automated machine in the hope that actionable insights will come out the other end.
Instead, marketers should set clearly defined goals. Do they want to know why a certain product on an e-commerce site isn’t receiving hits? Are they trying to determine how in-store item placement affects customer decisions? These are just two of the many scenarios they may face. Bowman acknowledged a few ways to handle data appropriately:
- Percolate the information and identify which aspects of a digital marketing campaign can generate greater leads.
- Filter applicable metrics that will display practical ways to reinforce products and services to entice consumers to invest.
- Leverage data to create a pattern of how to chart weaknesses, enabling employees to pinpoint the source of issues.
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