5 Ways Big Data Can Create Better Marketing Campaigns
I don't like using the term "big data" as it's become one of the most misused phrases out there. Part of the problem is that big data is really hard to define.
If I were to ask you to define it, you'd probably give me an anecdotal circumstance that you feel falls into the realm of big data. And I'll reply with, "Sure, pumpkin is a type of pie, but what's a pie?" Maybe I'm too picky. Ultimately, Gartner, Intel, Microsoft and the like all have their different definitions of big data, and they've probably all thought about the subject much longer than most of us. There's one thing we know for sure, though — big data is just that: BIG. You can't use big data any more than you can use the Pacific Ocean.
We live in the world of ideas, however, so here's my quick stab at a working definition: big data is a vast amount of information that's not collected for any one purpose, but rather for the goal of having so much data that trends, patterns and conclusions can be made in real time.
It's not perfect, but it will do for now. Regardless of exactly how it's defined, there's no doubting the potential value that large amounts of unstructured data can bring to your organization. Let's take a look at this from a marketing perspective with five ways you can use big data to create better marketing:
1. Know more about your customer than what's currently in your database. There's a vast world of information your customers give you that doesn't currently exist in your relational database. Even better, you don't need to pull it into your database. For example, look at the services offered by numerous companies that have designed tools to wade through the data that's online and to spot trends. These tools enable brands to harness the power of what consumers are talking about in real time. You never know when you'll discover that people are talking about matters that could affect your marketing communications.