Big Data Extra: Q&A With KBM's Tom Young
Note: Tom Young will be speaking at IMV 2012 on August 16. Hear more of what he has to say about data, attribution and what they mean to your marketing dollars on Attribution and How to Optimize Your Marketing Spend. He'll be joined on the closing keynote round-table discussion by Ari Osur (the former Forrester senior analyst who's now general manager of ClearSaleing), B-to-B eMarketing strategy consultant Ruth Stevens, and Dana Springfield, general manager, consumer direct, for Yankee Candle. The whole event is free and online August 16, so register today!
What are the most important things marketers need to know about big data? We asked Tom Young, executive vice president of client services at the marketing solutions firm KBM Group in Houston, to help put it in perspective.
Q: What are the key elements about Big Data that marketers need to understand to develop more effective campaigns?
A: Over time you have to be able to track all the activity your brand has with consumers, regardless of channels and regardless of who initiates activity.
You need capabilities to take knowledge of that relationship and be able to deliver personalized relevant messaging to the consumer in the appropriate forum.
Your messaging has to be coordinated between what you're doing online and offline, and what's happening inbound and outbound.
For everyplace you touch a consumer and every place a consumer touches your brand, you've got to be able to record that event. You've got to then utilize all of that data to optimize the messaging, and the media in which it's delivered.
A brand has to understand the consumer perception of their brand. They do that by finding out what consumers are saying in the social space, or by surveying consumers. You also want to record conversations in call centers.