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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 - From Descriptive to Prescriptive

Big Data - From Descriptive to Prescriptive | Big Data & Digital Marketing | Scoop.it

Best Big Data Graphics - As I read through many reports, white papers, press releases, magazine articles and company presentations it occurred to me that visually communicating the value of Big Data is challenging because of the need to convey different concepts simultaneously.

Luca Naso's insight:

A large number of Big Data charts try to represent the following progression:

1. What Happened? (descriptive analytics), 

2. Why Did It Happen? (correlation analytics), 

3. What Will Happen Next? (predictive analytics), and 

4. What Should I Do About It? (prescriptive analytics).

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'Big Data' is Hot, But What's the Next Big Trend?

'Big Data' is Hot, But What's the Next Big Trend? | Big Data & Digital Marketing | Scoop.it

“Future infographics will be digital, data will stream in real-time and viewers’ interactions will determine what is presented. The revolution has just begun.” – The Economist"

Luca Naso's insight:

The next hot topic of this decade is data *visualisation*, which is useful not only for making insights more understandable, but also to make it easier to generate insights.

 

I believe that Data Visualisation itself is an analytic tool.

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Seeing Data: Using visual arts to represent big data

Seeing Data: Using visual arts to represent big data | Big Data & Digital Marketing | Scoop.it


Scientists and engineers are employing new computational techniques and algorithms to make sense of Big Data, but sometimes, to gain significant insights from data, you have to *see* it — and as the data become increasingly complex and bountiful, traditional bar graphs and scatter plots just won’t do.

Luca Naso's insight:

Big Data is everywhere and everyone is interested in Big Data.
Businesses, Governments, Health, Science, they all look at Big Data as a way to dramatically improve.

A key point in extracting meaning out of Big Data is visualisation.
In this very interesting article data visualisation is presented in an innovative way.
Traditionally plots, charts and other visualisation tools tend to be as simple as possible to use and to see.
Data visualization should be revelatory instead of just reductionist — not simply a way to convey information or find answers, but to generate and cultivate questions.

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Patrick Lewis's curator insight, June 25, 2013 3:18 PM

When visual expression meets Big Data; a personal favourite #BIGDBN

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Carrefour Strengthens Business Analytics with the Addition of Location Intelligence

Carrefour Strengthens Business Analytics with the Addition of Location Intelligence | Big Data & Digital Marketing | Scoop.it
Carrefour improves its marketing with Galigeo and Esri implementation.
Luca Naso's insight:

After Walmart, also Carrefour aims at exploiting Big Data for improving their business.

 

The approach here is different, and more traditional in a sense.

Keywords are: retail site selection, competition analysis, optimization of direct marketing activities, enhancement of store performance (through a better understanding of sales territories and customer needs).


An interesting innovative part concerns the usage of Galigeo's Geodashboard which, by representing and displaying data on interactive maps, identifies hidden trends that are not discernible in tables, charts, or other traditional solutions.

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Social Media, Big Data and Visualization

Social Media, Big Data and Visualization | Big Data & Digital Marketing | Scoop.it
Big data from social media can give us insight into our relationships, our habits, and the things we care about.
Luca Naso's insight:

Here is an interesting report of a panel discussion on social media, big data and visualization held at the Vancouver Enterprise Forum.

I'd like to draw your attention to the following 2 parts:

 

1. While recognizing a trend can help you make better decisions, understanding the cause behind that trend is even more valuable.
Storytelling with social media and big data can make you find this cause.

 

2. Visualizing social media data to empower individuals.

When the exchange of information between social networks and their users is fair and transparent, individuals can view their own lives and social circles in an entirely new light.

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Fàtima Galan's curator insight, September 23, 2013 9:37 AM

Luca Naso insight: "understanding the cause behind that trend is even more valuable"

Katy Volo's curator insight, October 8, 2013 6:54 PM

This is how social intelligence is revolutionizing the Digital world. Very interesting article.

Big Data Spain's comment, October 21, 2013 6:51 AM
BIG DATA SPAIN 2013 is coming! <br>#BDSpain Conference in Madrid (Kinepolis 7 & 8 Nov) <br>Buy your ticket www.bigdataspain.org
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Marketing analytics and why data visualization matters

Marketing analytics and why data visualization matters | Big Data & Digital Marketing | Scoop.it

Marketers – like most people – like to see their accomplishments in some sort of visual representation. If marketing can see the digital dialogue, the opportunities are endless

Luca Naso's insight:

Visualisation is a crucial moment for Big Data Analysis.

 

Data Scientists and Analysts needs to use visualisation tool to EXPLORE data, non just to VISUALISE them.

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The Building Blocks of Data-Driven Storytelling

The Building Blocks of Data-Driven Storytelling | Big Data & Digital Marketing | Scoop.it
Data is more than hype. If you're a marketer, it's your lifeblood. If you're a writer, it's your best friend and worst enemy.
Luca Naso's insight:

I'm a scientist, and that's why I know that even numbers are subjective.

 

Numbers are beautiful, but they can be a mess. You need to have a clear picture in your mind of the message you want to convey, or the audience won't get your message.

 

Do not abuse with numbers and do not use them to make your piece stronger. The secret is in a linear plot and in few, but crucial, numbers.

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How to Tell a Story with Data

How to Tell a Story with Data | Big Data & Digital Marketing | Scoop.it
Five rules for doing it right.
Luca Naso's insight:

I usually say that the power of Big Data lies in the meaning that one is able to extract from it.

 

Actually this is not the whole truth. Only one half of Big Data power lies in the extracted meaning, the other half lies in the way the meaning is conveyed.

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