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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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Rescooped by Luca Naso from The Marketing Technology Alert!

How To Use Big Data In B2B: Lead Scoring & Analytics

How To Use Big Data In B2B: Lead Scoring & Analytics | Big Data & Digital Marketing |
Two great ways to use data to inform your business-to-business marketing strategy
Via marketingIO
Luca Naso's insight:

Nowadays the customer's journey is more complex than the classic "sales funnel", it has several touchpoints and continuous back and forths.
Companies need an automated system to collect, analyse and leverage all of the information produced along the way.

How to do that? Two common methods are:
1. Lead Scoring, to improve efficiency of marketing strategies
2. Predictive Analytics, to anticipate behaviours and improve ROI

marketingIO's curator insight, February 16, 9:08 PM

You probably don't have big data, and you really don't need it. So long as you have a good MAP implemented, you can take advantage of all these benefits. It just requires a bit of smart upfront work.

jason's curator insight, February 16, 9:58 PM

Great piece on how to tackle big data. 

clatot's curator insight, February 25, 11:23 AM

Big data is becoming increasingly practical & critical in B2B, with maybe less focus on statistics & more on meaningful usage, to optimise leads & predictive behaviours.

Who has concrete case studies about it ?


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Furthering Big Data's Retail Benefits

Furthering Big Data's Retail Benefits | Big Data & Digital Marketing |

If your retail business isn't currently using big data to its fullest potential, it may behoove you to look at how data and analytics can do even more for your company's customers – and its revenue.

Luca Naso's insight:

Recently, market research firm PSFK Labs released the fourth annual report in its series "The Future of Retail," focusing on what those in the industry should consider in 2014.

It made a point of noting that customers expect to enjoy a shopping experience that's perfectly tailored to them across all channels (in-store, online and via mobile).

For this to occur, big data analytics must – and can – be used to offer the direct customer service and personalization that so many consumers seek.

Kaitlyn Gregg's curator insight, November 5, 2014 3:24 PM

Big Data can pretty accurately predict consumer potential reactions, their worth as a customer throughout the lifetime, and what the trends are in order to continue satisfying them.  Its crazy how much big data can be essential to retail's success and keeping consumers happy.

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How Data Analysis Impoved HSBC

How Data Analysis Impoved HSBC | Big Data & Digital Marketing |

Financial institutions use data analytics to improve their omni-channel marketing strategies, by focusing on what a financial institution can do with data analytics, not on what data analytics itself can do.

Luca Naso's insight:

Marketing has been called more of an art than a science. Yet in today’s financial services environment, the science of analytics is critical in making marketing a profit centre.


HSBC is one of the world’s largest banks and it uses data-driven decision making to optimize channel usage.


Combining the data from channel analytics with information about when to contact a customer and what to contact them about has helped the bank acquire new customers, enhance existing customer relationships and retain profitable customers over the long term.


The channel-centric model that most financial services companies continue to pursue today results in too much siloed information and an inability to develop true omni-channel strategies.


Data analysis should be used to develop a customer decision hub, which determines the minimum and maximum that you will spend to service a customer in each channel, the best moment in time to communicate with the customer and the best interaction with the customer at the best moment in time.

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Marketing: The Most Profitable Place for Big Data Analytics

Marketing: The Most Profitable Place for Big Data Analytics | Big Data & Digital Marketing |

There’s currently a big talent war being fought between old school advertising agencies and big tech companies like Google, Facebook and Twitter.

Luca Naso's insight:

Why are tech companies even poaching top marketing talent in the first place?

Because Marketing + Analytics = Huge ROI!


Remember: predictive capabilities only kick into high gear when you UN-SILO your data and start searching out MULTICHANNEL correlations, especially when you go beyond your website.

Philippe Trebaul's comment, September 19, 2013 2:50 PM
Thx, Lucas. Great intervention :) Philippe
Luca Naso's comment, September 21, 2013 4:02 PM
Hey Philippe, thanks for reading ;)