Big Data & Digital Marketing
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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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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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Back To Basics: The Definitions Of Data Driven Marketing And Analytics

Back To Basics: The Definitions Of Data Driven Marketing And Analytics | Big Data & Digital Marketing | Scoop.it

For many business leaders the core concepts surrounding a big data strategy are still relatively new and largely misunderstood.

Luca Naso's insight:

The data by itself does not provide value.
You’ll need ANALYTICS to generate actionable insights,
and then you’ll need a DATA-DRIVEN MARKETING strategy to turn those actionable insights into increased sales and revenue growth.

 

In this article you can find some clear answers to the following two questions:
1. What is Data-Driven Marketing?
2. What is Analytics?

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Pam Hege's curator insight, August 30, 2013 9:17 AM

What is data-driven marketing?

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How to measure the ROI big data brings to your business

How to measure the ROI big data brings to your business | Big Data & Digital Marketing | Scoop.it
As businesses start to implement big data platforms, a common problem is figuring out how to measure the return on investment. MapR's Michele...
Luca Naso's insight:

Before investing in a Big Data tool or project, business managers need to decide which questions they would like Big Data to answer.


The types of questions business leaders want answered generally fall into one of four categories:

1. Performance Management (to answer pre-determined questions)

2. Data Exploration (questions for new insights)

3. Social Analytics (know your customer)

4. Decision Science (to query the community)

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Masanet's curator insight, August 29, 2013 4:09 AM

Before investing in a big data tool or personnel, they need to decide which questions or problems they would like big data to solve. This criteria will then determine which big data strategy businesses should incorporate and determine how the success of big data is measured.

 

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IDC Marks Big Data Analytics for Explosive Growth

IDC Marks Big Data Analytics for Explosive Growth | Big Data & Digital Marketing | Scoop.it

Global research firm IDC issued a new infographic that estimates that SAP partners around the world will earn US$220 billion in revenue through 2017 with analytics and big data solutions.

Luca Naso's insight:

Top 5 verticals for Big Data and Analytics:

1. Discrete Manufacturing

2. Process Manufacturing

3. Government

4. Communications and Media

5. Banking

 

Top 5 drivers:

1. Cost control or reduction

2. Optimization of operations

3. Financial reporting and analysis

4. Risk management

5. Internal reporting and information sharing

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The digital marketing agency is dead, long live the digital marketing agency

The digital marketing agency is dead, long live the digital marketing agency | Big Data & Digital Marketing | Scoop.it

Rapidly changing technology means that engaging with people has become increasingly complex. The explosion of the search, social media and the vast amounts of data around consumers has left some people in marketing wondering if they should become more like chief information officers (CIOs) and vice versa.

Luca Naso's insight:

Traditionally digital marketing agencies would have separate departments for different functions. The converged agency will challenge this model because of increasing interdependence of variables marketing channels. Silos are simply treason to good ideas because they limit scope of thinking from agencies.

 

The converged agency sounds like a very hard type of agency to pull off in the context of many agencies today but it has to happen because it is able to fulfil needs that the traditional agencies did not fully understand.

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The Big Data advantage: How businesses can better influence their mobile audience

The Big Data advantage: How businesses can better influence their mobile audience | Big Data & Digital Marketing | Scoop.it

When businesses tap into big data to better segment their clients and target their messages, companies can see their profits and customer satisfaction soar.

Luca Naso's insight:

3 relevant cases where Big Data are already making a great difference:

1. Improve apps

2. Meeting individual needs, aka Know Your Customer

3. Enhance location-based marketing

 

Location-based marketing is one of my favourite, that's why it is fully supported in Web Signage, our web-based software for advanced Digital Signage solutions.

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Fàtima Galan's curator insight, August 16, 2013 4:00 AM

"The beauty of big data is that these are just a few examples amongst a slew of options and creative ideas businesses could use to better reach and understand the mobile client. "

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Marketing data analytics: 3 effective ways to generate insights

Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.

Luca Naso's insight:

Simple steps to get started with Data Analytics.

Collect the data, clean them up and then start generting insights.

Here are 3 simple and effective techniques:

1. RFM (Recency, Frequency, Monetary)

2. LTVC (Life Time Value of a Customer)

3. Segmentation & Clustering

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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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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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How Your Company Can Utilize Big Data Analytics

How Your Company Can Utilize Big Data Analytics | Big Data & Digital Marketing | Scoop.it

A by-product of the Information Age is a myriad of unstructured data created by companies aptly termed by data managers as “big data.”

Luca Naso's insight:

If Big Data is a gold mine, one should try to identify the veins of gold and start extracting.

Here are some suggestion about where these gold veins could be:

1. Social Media Data

2. Publicly Available Internet Data

3. Network Packet Data

4. Archived Documents

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Your Body Is The Computer

Your Body Is The Computer | Big Data & Digital Marketing | Scoop.it
The last few years have presented an unprecedented shift in the computing world as PCs are being replaced with mobile devices. But now that a large portion of the market has already shifted, what comes after it?
Luca Naso's insight:

While the last few years have been about moving from PCs to mobile devices, future trends appear to be about using that mobile device as a central hub of connectivity and the brain of a set of networked tools that communicate with it (e.g. watches or glasses).

 

The quantified self is producing more and more data, how long do you think it will take before these data will be available for marketing?

 

 
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The Four V's of Big Data

The Four V's of Big Data | Big Data & Digital Marketing | Scoop.it
Imagine all the information you alone generate each time you swipe your credit card, post to social media, drive your car, leave a voicemail, or visit a doctor.
Luca Naso's insight:

In addition to the traditional 3 Vs of Big Data

-Volume

-Velocity

-Variety

IBM scientists have added a 4th one:

-Veracity.

 

I couldn't agree more.

Hidden in Big Data you can find almost any kind of correlation you want, but not all of them are significant, that's why still "one in three business leaders do not trust the information they use to make decisions."

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Fàtima Galan's curator insight, July 30, 2013 5:12 AM

The Veracity although is one of the las Vs of Big Data is very important because if you combine your data with expired or lapsed data your result will be worthless. The veracity is important for two reasons: to be sure the authenticity of the source and if the data has been updated.

Luca Naso's comment, July 30, 2013 11:29 AM
Analytics are only as good as the data they are built upon
Jordi Carrió Jamilà's curator insight, August 2, 2013 5:44 AM

Para ayudar a hablar de "grandes datos", los científicos de IBM Data descomponen en cuatro dimensiones: volumen, velocidad, variedad y veracidad. Aquí hay alguna información acerca de cada una para que pueda entender mejor los fundamentos.

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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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How big data is a key part of Intel’s data centre vision

How big data is a key part of Intel’s data centre vision | Big Data & Digital Marketing | Scoop.it

Intel recently shared its long-term strategic vision of how corporate data centers will evolve. Big Data processing plays a central role, driven by a future of escalating data volumes from mobile, cloud, and “Internet of Things” sources.

Luca Naso's insight:

Intel is still a long way from being a household name in Big Data analytics, but it seems intent to invest heavily in this area.

 

Intel’s Big Data strategy is not just about buzzword compliance. It is aimed at entrenching and reinforcing its x86 chips in Hadoop compute clusters.

 

Intel is taking a proactive role – not just coming up with processor optimisations, but actively engineering firmware further up the stack, and Hadoop distributions.
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The Marketing funnel in the Digital age

The Marketing funnel in the Digital age | Big Data & Digital Marketing | Scoop.it
We live in a world of opinions, people love to express their opinions about anything from the Arab spring, the tragedy at Uttarakhand to the colour of their toothpaste.
Luca Naso's insight:

In 2011 Google interviewed 3000 people and discovered over 3000 different paths to purchase.


The marketing funnel taught in most management schools is fast losing relevance in the digital and mobile age.


Data analytics can help to make sense out of this "world of opinions" where we live in.

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How M2M Data Will Dominate The Big Data Era

How M2M Data Will Dominate The Big Data Era | Big Data & Digital Marketing | Scoop.it
Organisations that will be able to leverage M2M data correctly will deliver better products and financially outperform their peers.
Luca Naso's insight:

Machine-to-Machine data is growing fast: 71% of companies consider M2M as a way to develop new business opportunities.

In the coming decade 40% of all data will come from sensor data.

 

M2M is part of the Internet of Things, and here are its 3 main fields:

1. Smart Cars

2. Smart Homes

3. Robotics

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Taming Big Data goes on vacation

Taming Big Data goes on vacation | Big Data & Digital Marketing | Scoop.it

My dear 779 readers, I am now leaving on vacation for one week. On my return, I will continue to provide quality content about Big Data and Digital Marketing for you.

Luca Naso's insight:

If you like this topic, you can follow it on twitter @NasoLuca and on Facebook: BigDataDigitalMarketing

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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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5 Tools for Making Awesome Marketing Infographics

5 Tools for Making Awesome Marketing Infographics | Big Data & Digital Marketing | Scoop.it
Have you had infographics on your mind, but no budget to hire a graphic designer?
Luca Naso's insight:

Big Data can generate insights, that one needs to communicate.

Infographics are great to deliver a lot of information in a little space, but creating a good infographic requires way more time than what one might think ...

 

Here are some suggestions on how to get started.

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Top 5 mistakes to avoid in a Business Intelligence project

Top 5 mistakes to avoid in a Business Intelligence project | Big Data & Digital Marketing | Scoop.it
How many of us have already seen or even experienced ourselves a Business Intelligence (BI) project failing? But then, some would argue how many of us have seen or even experienced any sort of project...
Luca Naso's insight:

Mistake #1 – Not getting business stakeholders involved
Mistake #2 – Not having a clear goal
Mistake #3 – The tool to answer all requests
Mistake #4 – Understand BI is not about reporting
Mistake #5 – A project team with missing skills

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Fastest-Growing Category of Cloud Computing: Business Intelligence and Analytics

Fastest-Growing Category of Cloud Computing: Business Intelligence and Analytics | Big Data & Digital Marketing | Scoop.it

Will the cloud push business intelligence and analytics to a whole new level? There’s reason to believe that even the most technology-averse organizations will have a way to compete on analytics, just as the big players do.

Luca Naso's insight:

Not only do cloud-based BI solutions have advantages over on-premises BI for the usual reasons (rapid deployment, low upfront cost; quick and cheap scalability for processing, storage, operations and accessibility), but there are advantages specific to BI applications (for example instant propagation of updates and changes, and better data sharing with business partners and the supply chain).

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How to get smarter about Big Data: 5 suggestions from Jeff Joan of IBM

How to get smarter about Big Data: 5 suggestions from Jeff Joan of IBM | Big Data & Digital Marketing | Scoop.it

Ever wonder how Las Vegas casinos catch card-counting teams at Blackjack tables, like the MIT team immortalized in the film “21” with Kevin Spacey? They use many techniques, some of which are confidential, but one we know about is their use of Entity Analytics on many intersecting streams of information about their patrons or potential employees.

Luca Naso's insight:

 

1. Integrate your analytics stovepipes (put all data in the same pool)

2. Integrate real-time and batch analytics for deeper insight (real-time is King, but also Kings need suggestions)
3. Don’t be afraid of real-time (real-time may not cost more)
4. You need the right people to gain these insights (prefer curious people, aka Big Brains, to guru programmers)
5. Beware the privacy and regulatory implications of integrating analytics

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Advertising Agencies Must Adapt to Big Data or Die Trying

Advertising Agencies Must Adapt to Big Data or Die Trying | Big Data & Digital Marketing | Scoop.it

Everyone knows that the shift from traditional print and broadcast advertising to digital advertising is taking a huge toll on the media industry. The impact of this shift is being felt not just in the media industry but in the advertising industry itself.

Luca Naso's insight:

I believe that Creativity is (and shall remain) Queen in the AD industry.

But Creativity must be wed with (and informed by) Big Data and data-driven analysis.

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Pam Hege's curator insight, August 2, 2013 8:57 AM

I just don't know if they are equipped to do this. 

mcgrawmarketing's comment, August 15, 2013 8:06 AM
Going to agree with Pam..haven't met an agency that would know what to do with data. Give them information and a creative brief...but not data
Luca Naso's comment, August 16, 2013 4:39 AM
Yes, you are right, that's why this is an important suggestion. Silos need to be broken, campaigns need to be data-driven and possibly real-time.
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10 Ways to Use Big Data to Get to Know Your Customers Better

10 Ways to Use Big Data to Get to Know Your Customers Better | Big Data & Digital Marketing | Scoop.it

We are in what Forrester Research calls “The Age of the Customer,” where customers, not companies, are driving business decisions.

Luca Naso's insight:

In the era where online businesses must truly understand their customers’ experience and behavior in order to succeed (or even survive), it is imperative that they can easily tap into Big Data sources and leverage that data to gain critical insight.


Here is a list of 10 tips:

1. Treat Your Network Traffic as a ‘Gold Mine’… and Mine that Gold!
2. Don’t Assume You Know What Your Customer Wants
3. Capture Everything to Avoid Blind Spots
4. Focus on Quality Rather Than Quantity
5. Be Agile
6. Operate in Real Time
7. Analytics Should Never Impose Risk on Your Production Systems
8. Use Every Bit of Your Data
9. Look at the Full Picture
10. Be Platform-Neutral

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Fàtima Galan's curator insight, August 1, 2013 11:17 AM

"where customers, not companies, are driving business decisions."

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Formula One Racing Learns From Sensors

Formula One Racing Learns From Sensors | Big Data & Digital Marketing | Scoop.it
Big data, meet fast data. Lotus Formula One team uses more than 200 sensors on the car to measure tires, brakes and more for real-time alarms and post-race analysis.
Luca Naso's insight:

F1 racing can benefit largely from Big Data.

Although a Lotus car has over 200 sensors collecting data, it is more about FAST data than BIG data: teams on the track need to make decisions in 30'.

I believe that a crucial point would be learning the drive style of the two pilots, and then use this knowledge on race day to predict what and when could go wrong.

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