It is a challenge to understand the proper use of Big Data in order to understand the user experience and target better
Some analysts take big data as a marketing ploy and it’s true that data has been analyzed since decades ago. However, Big data is the key message that publishers in technology are using, they are trying to introduce it everywhere in Business Intelligence and in data markets. The answer of the market remains skeptical and to some extent, there is a lot of misunderstanding on the subject.
So, is Big Data a buzzword?
During our project in Paris E-Transformation of Marketing & Communications Targeting, at #MBAMCI PT 2014, we studied this subject in detail and we can say, that even if it is a buzzword for some, it is also a great challenge for us the MarComm people to understand how to use Big Data and implement it seriously within our Business strategies.
But, Why exactly is it important to take this subject seriously, and particularly when we want to target our clients?
It’s simple, today we can’t close our eyes towards sentiments, reactions and perceptions of our clients, their friends, their fans and their followers. The information is there in the net, the web, everywhere!…
Trends are right; there is a strong increase on the variety and volume of data available that we need to analyse in real time. There is as well, an increase on « dark data » or « bad data » the data that companies get but that is not used or not enough, and on the other side, there is the « dark side data » , the data that is negatively used or which is abused off.
We found multiple definitions for Big Data, so we decided to create a « home-made » diagram to represent the basic concepts: (See image above)
-Is basically used with the information that cannot be analyzed using the traditional process or tools.
-Concerns a huge volume of varied data that moves at a high speed and in real time.
-This data needs to be verified to ensure veracity
-In order to provide value at a decisional strategic level
-And most of all, this all needs an effective IT innovation process
Here are some advantages of using Big Data solutions:
-Improve interactions within the ecosystem, particularly with clients and customers allowing a one-to-one relationship and a better understanding of his behavior.
-Improves processes allowing a better prediction of future activities and better performance.
-Allows organisations to adapt their processes and strategies for a better segmentation, targeting and positioning.
Big Data techniques are multiple, but there are two interesting analytics that we can implement for a better targeting, segmentation and positioning.
1-Sentiment Analysis allows organisations to understand what is happening in the web, at forums and in social media in order to prevent issues or respond to demands. This software will analyse customer's, client's or competition's sentiments in real time and will provide a report with indicators on different tonalities, positive, negative or neutral and the evolution on time.
2-Predictive Marketing is particularly used when there is a need of predicting more than describing, classifying or clustering with a quick accessibility, in hours or days, and a strong accentuation on the value that the data can provide to business, as well as an increase on the friendly user side of this data that needs to be available to all employees of the business in order to provide value.
Big Data is key for the E-Transformation of Marketing and Communications targeting. A real personalization or prediction is not possible without Big Data.
And be careful, the use of big data is not exclusively reserved for multinational companies. Today, every company needs to understand how to take advantage of Big Data in order to get clients satisfaction.
And for us the MarComm people, we need to start using Big Data analytics to allow a true E-Transformation on targeting within our Marketing and Communication strategies.
Some examples (see article) Netflix,LinkedIn,Bestmart,Data.com, Google
Por Alvaro Rattingern México "...las mujeres son un jugador indispensable en el fenómeno de la digitalización...En este mismo orden de ideas, considero que vale la pena dar una mirada a la mujer digital mexicana."
Mas del 81% de las mujeres se declaran dependientes de su teléfono móvil68% de las mujeres en países emergentes cuentan con un smartphoneLas apps más descargadas por mujeres en México son Facebook, Whatsapp y Twitter19% de las mujeres en México se dicen influenciadas por publicidad online que incluye factores de su entorno social50% de los usuarios de Facebook en México son mujeres, comparados con 54% de BrasilEn promedio la mujer internauta mexicana utiliza 2 perfiles de redes sociales en su smartphoneEl 27% de las mujeres compra teléfono móvil basada en las características del gadget (cámara, pantalla, mensajería instantánea y memoria)Sólo 5% de las mujeres está consciente del sistema operativo de su smartphone66% mujeres latinoamericanas rechaza peticiones de amistad de extraños en Facebook, comparado con 50% de los hombres.Las mujeres pasan un 37.5% más de tiempo conectadas a internet que el hombre
The initiative's other co-director, Eric T. Bradlow, emphasizes that psychology is not necessarily an alternative to big data and analytics, but a necessary complement and reality check. “Can you possibly predict what people are going to do?" he asks. "Yes, you can. However, the science of psychology—why people are doing what they are doing—in traditional marketing research provides a great complement to what can be measured.”
Psychological expertise with traditional marketing is necessary to complement with Big Data Analytics.
Marketers must stop abusing the term Big Data in order to harness it. Here's how.
"If it’s truly big data, on top of volume and variety, it also needs velocity and veracity to round out what IBM calls the Four Vs. That means to be big data, it has to be able to be processed within seconds and it needs to have the trust of the C-Level–what’s the benefit of learning from data within seconds if you’re always second-guessing it?"
Big data is the big message that technology vendors have been pushing in the business intelligence and data market in the last years. The response from the market has been one of ambiguity, and to a degree
of misalignment of definitions and understanding...
In recent research conducted for Capgemini, respondents estimated that, on average, they have seen business performance improvements of 26% in processes where big data analytics have been applied, and that they expected those improvements to accelerate rapidly..."
It's clear that any company that wants to maintain competitive and target correctly their customers must start using big data, analyze it and make business decisions with it...
but why is big data different today?
"Clearly the three Vs (Volume, Velocity, and Variety) have begun to emerge as a common theme, if not as the defining characteristics of big data..."
Avec l'automatisation des campagnes relationnelle ?- voire transactionnelles - et le ciblage affinitaire réalisé dans un datamart unifié (magasin de données), le marketing direct applique enfin le one to one.
What is clear is that companies can no longer rely on simply translating their online content. In order to make the biggest impact to the bottom line this engagement must be personalised and country specific.
Combien de fois ai-je entendu ce constat de la part d’entreprises en demande de formations en management interculturel ? Elles ne disent pas :« Nous sommes trop français… » mais « trop franco-français »,
photo par Lucas Jennis
Etant donné que nous sommes déjà à la porte de 2014, dans l'explosion de l'era digital et que la tendence est de s'ouvirir vers le monde... les #dirigeants Français ne peuvent pas rester " #Franco-Français " ni dans leur #leadership ni leur management!... il y a encore des données étonants, reveillez-vous Leaders Français!
To keep up with the many changes like search engine updates and content marketing best practices, here we take a look at how content marketing has changed over the past five years and what you can expect in the next few to come.
Stand out from the content crowd!
Check this article to understand what doesn't work anymore on content Marketing and get tips for your 2014 strategy:
1.Write Like you Talk- be more conversational
2.Embrace authorship- authority of content's author
3.Get social- share relevant content on relevant social channels
Selon le benchmark multisecteur sur les programmes de fidélisation, réalisé par Vertone (mai 2013), il apparaît que lesdits programmes permettent de poursuivre un double objectif : développer le chiffre d’affaires et, de plus en plus, stimuler...
En resumé sur les réseaux sociaux :
Le levelling : acheter + engager
Image/ video/ Vine : s'y imposent ex. les votes en crowdsourcing pour selectionner les six modéles exposés pour la prochaine saison de Citroën.
M-commerce : push & couponing, le mobile prend de l'ampleur, par contre, seulement 4% de Français ont déjà réalisé un achat sur mobile, il est donc utilisé d'avantage pour de recherches d'info et publications des commentaires.
Il y a encore des choses en perspective pour les marketeurs!
Generation Z might is rapidly coming into their own in terms of influence, consumption, and spending power. Read our new infographic about Generation Z's view of the world -- and how your company can reach them.
“en los últimos años, ellas han tomado un rol más participativo. Particularmente, en el tema de la tecnología es un proceso lento, porque todavía sigue siendo pequeña la representación de la mujer, pero creo que paulatinamente, va teniendo mayor presencia”, comenta Gisela Bartelli. -
Until very recently we were able to count with our hand women involved seriously in IT, nowadays the number is strongly increasing...
Women qualities are multiple, between others, they have empathy, strong analytical skills, are multitasking, with leadership capabilities, they focus on results and engage seriously with everything they undertake...
Not only women take advantage of all these qualities, but also companies! a good example is; Ana Paula Blanco, Director of Communications for Google in Latin America. Google believes in diversity and they have implemented special projects to attract young women to their teams.
In Mexico, there is also, Flor Argumedo, President for Comercial Mexicana, which has been recognized as the CIO of the year, being the most representative person in IT in this country.
However, digital entrepreneurship is still scarce between women in Mexico, a 3 to 4% of IT projects globally.
Coca-Cola avec sa chaîne Youtube 'Social Media Guard' donnerait des leçons de sevrage aux social medias addicts. Oui à la digital détox ... un peu moins avec la collerette rouge façon canidé. Doit-on réellement en passer par là pour se regarder ? [Vidéo]
Qui n’a pas un jour regretté d’avoir publié une photo trop personnelle ou posté un commentaire plus ou moins bien senti sur un réseau social ? Les ...
il parait que c'est compliqué d'effacer quelque chose déjà posté par contre avec l'aide de la CNIL c'est possible mais pas evidente car il y a beaucoup des démarches compliques à suivre...mieux faire attention!!
Get the most from #Bigdata with these 3 key insights:
Analytic implementation strategies need to support business objectivesThe technology in place needs to support the analytics strategyThe organization’s culture needs to evolve so people take action on the strategy and technology.
Data.com's Any MacMillan shares how capturing and segmenting Big Data is the key to helping business elevate their revenue performance.
An incredible solution that enables US business companies to target their customers properly using big data: Data.com
"Data.com helps customers making it easy to build targeted lists to relevant groups of people, ensuring marketers can segment their messages and enhance engagement with relevant content to prospects and customers."
“Big data is not defined by size―instead, it’s undeniably defined by a mindset. It’s the mindset to turn mess into meaning.”
Do 'We-commerce' & focus on connection between consumers!
#BigData comprehension is essential in order to #target your audience, this article summarizes the concept. "...The customer identity, which used to be determined by a set of attributes, is now being determined by the relationships we are building with them. Andreas Weigend (Amazon) says we’ve moved from “Me” to “E” to “We”..." #MBAMCI
“01net Les objets connectés au coeur de la prochaine révolution Internet 01net Et si l'homme reste aujourd'hui le premier élément connecté, demain notre société comptera quatre à six fois plus d'bjets communicants.”
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.