4 Ways to Use Big Data for Big Wins
For some marketers, the idea of big data can be a big pain. Perhaps that's because many marketers see themselves as cool creative types, not brainy math geeks. However, for the sake of both campaign return on investment and career advancement, it's time to take a closer look at some basics you'll need to navigate the statistical obstacle course before us, using big data for even bigger wins.
So, what is big data? Some define it as anything too large to manage in an Excel sheet or too awkward to easily manage due to its size or number of conditions measured. While basic views such as open rates and click-to-open ratios can be easily exported in a worksheet format, pulling details for segments (e.g., those living in New York and New Jersey who clicked on the second link in the email you sent June 14 who also made an in-store purchase in the last 60 days) or digging deeper into multivariant testing certainly takes more of a big data approach.
Here are some tips to help you get off to a strong start:
1. Create a road map. Know where you want your data to take you. It's easy for the sheer volume of information available to be overwhelming. A specific plan based on your organization's goals and objectives will help you to maintain perspective. Mapping your approach will help you to avoid the trap of chasing metrics that simply don't matter and missing more important measures that do.
2. Unite all your data within a single platform so you have a complete view of what's going on. It's tough to make an educated observation of your audience when you don't have all the facts in place. If your data is trapped in separate silos or disparate systems, having to export/import/download/upload information between platforms manually hobbles your ability to react in real time to what your audience wants.