Much of the hype around big data focuses on volume, variety, and velocity, but do marketers have any clue on how to apply big data in our brands and campaigns? Excerpt... Data viability and value are not entirely new concepts within the marketing industry. These two dimensions of big data are merely describing the very same principles of data-driven marketing, because identifying the business questions (viability) and actionable insights (value) are the very foundation in utilizing data for our marketing campaigns. So I believe that big data is merely one form of manifestation in data-driven marketing. It all boils down to what kind of insights do marketers need for their brand? Once we define the business need, we can figure out the data sources. If the dataset to answers business questions indeed lie in many petabytes of unstructured data, then by all means let’s invest in the infrastructure to conduct a true big data project. But, if marketers only need simple unstructured datasets to provide actionable insights for their brand, then let’s not overcomplicate things by jumping onto the big data bandwagon. Judging by the current immature state of marketing analytics, I’d say most marketer’s big data needs falls in the latter category. ___________________________________ -Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). -If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.
Danielle Uskovic's insight:
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