5 Ways Big Data Can Create Better Marketing Campaigns
2. Consider current consumer frustrations. If you have the ability to scour the web for what customers are saying about your products or services, you also have the ability to find their current frustrations. This data can give insight into either potential improvements in your current products and services or ideas on untapped markets/niches where you could blaze a trail.
3. Understand the "internet of things." In its simplest form, the internet of things refers to objects that need no human-to-computer or human-to-human interaction in order to communicate to the web. In general, this all comes down to sensors. From a plant being able to tweet when it needs water to your refrigerator notifying you when you need to buy more eggs, it's essential that you begin to consider how these vast amount of information will (can) affect your marketing communications.
4. Create a central view of your customer to improve their journey. Transactional data isn't all that useful unless you're combining it with other information to improve the customer's experience. Break down the silos that exist within your marketing organization so that you can reap the benefits from large data sets. Combine the transactional data that you have from customer X with the call-center information you received from him/her three months later. Now, the next time that customer comes to your brick-and-mortar store and swipes their card, give the service agent something to work from in real time.
5. Optimize your marketing operations via machine-generated data. Successful marketing is generally attributed to the "right message" at the "right time." I agree with that. However, there's a gross misunderstanding of what "right time" actually is. Ultimately, it comes down to when the customer can seek the most value from your message. But are you able to react quickly enough to give them that message? Understanding your marketing department's operational data can be daunting, but optimizing your processes based on it can be increasingly rewarding. Imagine halving your time to market. You would be able to increase marketing efficiency and effectiveness all by increasing your operational insights.