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Big Data & Digital Marketing
Data analytics as the key to know your customers and offer them what they really want.
Curated by Luca Naso
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Big Data Analytics: The Key to Data Driven Marketing

Big Data Analytics: The Key to Data Driven Marketing | Big Data & Digital Marketing | Scoop.it
Data-driven marketing necessitates the collection, integration and analysis of huge amounts of data from both external and internal sources. And today’s companies are processing 1,000 times more data than they did just 10-years ago.
Luca Naso's insight:

As the saying goes, “It’s not what you have. It’s what you do with what you have that matters.”


Here’s a look at why big data analytics are the key to data driven marketing. With Big Data analytics one has:

1. The power to process all data (and not only the 20% used so far)

2. Affordable analysis (cheap storage and operations)

3. Data desegregation (avoid silos)

4. Analysis in real-time

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7 hot digital marketing techniques you should really try

7 hot digital marketing techniques you should really try | Big Data & Digital Marketing | Scoop.it

The world of digital marketing is constantly changing and adapting to keep up with developments in technology and ecommerce trends.

Luca Naso's insight:

Here are the top 7 digital marketing trends you should be experimenting with this year:

 

1. Mobile Marketing

2. Social Media Advertising (This is really hot)

3. Retargeting (I wouldn't support this strategy)

4. Daily Deals

5. Geographical Targeting (My favourite)

6. Integrating Online and Offline Marketing

7. Content is King (a suggestion more than a strategy)

 

Choose a strategy first, and then create a Big Data project to succeed.

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Learning Consumer Habits and Patterns To Improve Your Business

Learning Consumer Habits and Patterns To Improve Your Business | Big Data & Digital Marketing | Scoop.it
Market research can help you paint a more complete picture of your customer avatar, thus leading to more effective marketing efforts and increased conversion rates.
Luca Naso's insight:

You should understand your customer to:

1. know how to TIME your campaigns

2. know why they choose you as opposed to your competitors

3. know where they are

 

Digital Technologies and Big Data are the way to really Know Your Customers, quantitatively and safely.

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PivotPointBrands's curator insight, September 3, 2013 10:21 AM

In many cases, companies need to humble themselves and realize that they don't know their customers as well as they think they do. Market research alsmost always reveals surprises.

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Why the Data Marketer, and not the Digital Marketer, Will Own the Future

Why the Data Marketer, and not the Digital Marketer, Will Own the Future | Big Data & Digital Marketing | Scoop.it

Being a “digital” marketer isn’t enough in the modern competitive landscape. Today’s leading marketers and marketing departments are evolving into “data marketers".

Luca Naso's insight:

Customers are getting more and more mobile and connected. They use several channels to link with shops and stores. They use several other channels to communicate their wishes, desires and styles. This is the Omnichannel era.

 

In order to reach them better and more effectively one has to listen to all of these channels. One has to go big, Big Data.

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Grow Revenue with Big Data | Lattice Engines

Grow Revenue with Big Data | Lattice Engines | Big Data & Digital Marketing | Scoop.it
In this infographic, learn how Big Data can work to better align your sales and marketing teams and improve sales effectiveness, leading to revenue growth for your company.
Luca Naso's insight:

Don't let your salesmen in the dark, they will fail.

Extract insights from your data and use them to shed light on your salesmen's path.

 

Selling more effectively means targeting the right accounts most likely to purchase at the right time with the right messaging. Ultimately, marketing needs to enable this without further blocking the sales cycle.

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3 principles for marketing in the age of cognitive computing

3 principles for marketing in the age of cognitive computing | Big Data & Digital Marketing | Scoop.it

It’s my impression that communications and marketing teams are undergoing a significant transformation, and should draw inspiration from transitions taking place in the realm of computer science. Specifically, the shift to cognitive computing.

Luca Naso's insight:

We're embarking on the era of big data in the cloud, and we're already seeing the emergence of cognitive systems: systems able to cope with ambiguity, make sense of enormous data sets and reason their way into probabilistic determinations.

 

This shift should prompt communications and marketing leaders to re-evaluate and restructure their departments. Here are three principles to consider:

 

1. Build independent, entrepreneurial teams around issues. 

2. Create systems of engagement that generate enormous sets of data. 

3. Compete for engagement with constituencies, not attention from audiences.

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Fàtima Galan's curator insight, October 2, 2013 6:39 AM
Luca Naso's insight:

We're embarking on the era of big data in the cloud, and we're already seeing the emergence of cognitive systems: systems able to cope with ambiguity, make sense of enormous data sets and reason their way into probabilistic determinations.

 

This shift should prompt communications and marketing leaders to re-evaluate and restructure their departments. Here are three principles to consider:

 

1. Build independent, entrepreneurial teams around issues. 

2. Create systems of engagement that generate enormous sets of data. 

3. Compete for engagement with constituencies, not attention from audiences.

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Big Data is the bullet. Analytics the gun.

Big Data is the bullet. Analytics the gun. | Big Data & Digital Marketing | Scoop.it

Big Data is only part of the CMO’s new armoury. It’s what you do with that information next that has the biggest impact on the entire customer experience.

Luca Naso's insight:

Turkcell achieved a $15m uplift in additional revenue just by switching from traditional batch marketing to right-time methods.


The data in itself is meaningless, but by pairing the data with the right analysis tools marketing and the customer experience chain can respond in ways never thought possible.


Big Data is the bullet. Analytics the gun. The impact only happens when you decide to combine the two.

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Alex Kantone's curator insight, September 4, 2013 3:00 AM

The impact only happens when you decide to combine the two.

Fàtima Galan's curator insight, September 12, 2013 3:46 AM

The data in itself is meaningless, but by pairing the data with the right analysis tools marketing and the customer experience chain can respond in ways never thought possible. Speed is not the key factor, creating consumer relevance is.

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Sparks and Honey Agency Goes Beyond Simple Social-Media Listening

Sparks and Honey Agency Goes Beyond Simple Social-Media Listening | Big Data & Digital Marketing | Scoop.it
when debate around sheryl sandberg's 'lean in' took a negative turn, agency sparks and honey urged client to scrap key theme of upcoming effort.
Luca Naso's insight:

A nice case study for those who want to use Big Data for their marketing campaigns.

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When It Comes To Big Data Is Less More?

When It Comes To Big Data Is Less More? | Big Data & Digital Marketing | Scoop.it

Two esteemed professors at an Ivy League school say that while those in the marketing world continue to struggle with how to handle all the data they are accumulating, they may in fact be wasting their time and more than likely need to go on what they refer to as a “data diet.”

Luca Naso's insight:

I believe that the focus should move from the amount of data to the insights one can gain from them.

 

Company should go after Big Data not because it is cool and trendy, but only because it can improve their business in so many different ways.

 

State your goals, and then you decide to keep only the data you need, be it huge, big, or 'slim'.

 

And when it comes to privacy (about which data to collect), my suggestion is: always put the interest of the customer first, and you will be largely rewarded.

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