3 Trends for Loyalty Marketers to Be Aware Of
Big data is also a hot topic, but one that still engenders much confusion about exactly what "it" is and, really, how "big" it is. In a nutshell, big data is about the potentially massive amounts of data that can come from a few primary sources. First is, yes, gaming data. When an app like Farmville becomes popular on Facebook — i.e., daily usage soars into the millions — it generates big data.
Second is data generated by sensors like RFID, which can be implanted anywhere. As the web becomes more interconnected with sensors and similar devices, the data generated will, in fact, be big. Third is data generated by consumers through "normal" activities like mobile applications usage, web browsing and social media interactions. It's clear from the Loyalty Expo that brands are struggling with how to fit big data into their overall consumer engagement strategies, but they know that they must integrate.
If big data is a hot topic, then analytics can't be far behind. While there's nothing revolutionary to report on concerning advancements in statistical techniques and methods, it's the successful and innovative applications of these techniques to solve real problems that create buzz. A key concept reiterated many times at the conference is the necessity to reduce the problem through the development of useable segmentation techniques that allow marketers to view their customers in terms of personas. Developing and managing content strategies for eight to 12 useful personas makes optimizing content a reality rather than a dream.