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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How location data is fueling the wearable revolution (eBook)

How location data is fueling the wearable revolution (eBook) | Big Data & Digital Marketing | Scoop.it

The Year of Wearables may as well be called the Year of Natural Selection.

Luca Naso's insight:

The wearable market is already worth $3 to $5 billion today. In the next two to three years it is expected to be a $30 to $50 billion market.


The winners in the market will make products that users can’t live without, like today’s smartphones.

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When Big Data and Small Data Work Together

When Big Data and Small Data Work Together | Big Data & Digital Marketing | Scoop.it

Ultimately, success via insight depends not on the size of the data set, but on the effectiveness of the analytics used to generate results.

Luca Naso's insight:

Insights come from Big Brains, not Big Data.


Big Data doesn't necessarily have to be terabytes or petabytes in size to be considered “Big.” Any amount of data that a marketer can't easily convert into actionable insights with internal data management resources can be considered “Big Data”, at least as far as the owner of the data is concerned.


Therefore, when it comes to developing insights, I would say that the size of the data is fairly irrelevant. Ultimately, success via insight depends not on the size of the data set, but on the effectiveness of the analytics used to generate results. 

 

Here are 4 key components for developing actionable insight:

1. Develop a data-centric approach to marketing;

2. Create an appropriate data management infrastructure;

3. Collect relevant data;

4. Use effective analysis tools.

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Tomáš Kuzár's curator insight, March 4, 2014 8:11 AM

Big Data is not only about big amount of data, but is also about smaller about of data, which cannot be processes with traditional tools.

Rodrigo Nogueira de Carvalho's curator insight, March 31, 2014 8:38 AM

Como pequenas e medias empresas podem começar a melhorar suas análises de informação com poucos dados. 

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Social Media's New Big Data Frontiers - Insights from Images

Social Media's New Big Data Frontiers  -  Insights from Images | Big Data & Digital Marketing | Scoop.it

Users might feel a knee-jerk suspicion at the idea of self-correcting algorithms mining their photos and thoughts for insights, but surely they’ll be happier when they see ads that they’re actually interested in, rather than spammy banner ads for weight-loss programs and random online learning courses.

Luca Naso's insight:

Great piece with lots of information and links about Big Data's new frontiers on images.

 

Takeaways:

1. According to an IBM survey, 70% of CMOs feel unprepared to deal with Big Data

2. IDC predicts data tidal ways keeps increasing, with social media being leaders

3. Machine learning and AI are more and more commonly applied to marketing, not just for text but also for images

4. Targeted advertisement is expected to benefit the most out of data mining

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Marketing, Big Data e ROI

Marketing, Big Data e ROI | Big Data & Digital Marketing | Scoop.it
Il mondo del Marketing è uno dei settori prediletti per i Big Data. L'analisi dati può generare ROI enormi. Tu sai come misurare il ROI del tuo progetto?
Luca Naso's insight:

[Just for this time, in Italian]

Il mondo del marketing è uno dei settori prediletti dei Big Data.

Non a caso, grandi aziende come Google, Facebook e Twitter sono sempre più interessate ai migliori talenti di Big Data con uno spiccato senso del marketing.

 

Integrazione tra dipartimenti e rottura dei silos consente di portare i Big Data al livello successivo.

 

E tu sai quanto la tua azienda sta effettivamente beneficando dei Big Data?

Ecco dei suggerimenti su come calcolare il ROI.

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Brains-on with Muse, Interaxon's mind control headset

Brains-on with Muse, Interaxon's mind control headset | Big Data & Digital Marketing | Scoop.it
Crave's Christopher MacManus tries a headset that supposedly reads wearers' mind to let them play interactive games or alter their mood. Read this article by Christopher MacManus on CNET.
Luca Naso's insight:

Let me get this straight: this is mindblowing, seriously.

 

A (cool) wearable device that can read your brain activity.

A model that can bridge that activity with your actions or feelings.

Next step: control things with your mind, either consciously or unconsciously.

 

This makes me dream about a future where I can sit on my sofa and have my hi-fi play just the playlist I need to relax from a stressful day at work (or whatever I need to do) without I do anything at all!

 

People @Interaxon are really cool.

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Marketing of the Future - digital proximity marketing

Marketing of the Future - digital proximity marketing | Big Data & Digital Marketing | Scoop.it

How to develop a digital model that can manage dynamic, bidirectional and omnichannel communication, within digital marketing and proximity marketing?

Luca Naso's insight:

First article in a series of 3 about Digital Proximity Marketing.

 

Very good reading for those interested in building models to improving customer experience, within the context of Omnichannel and Digital Communication.

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How to realize Big Data Real-time Application on Database

How to realize Big Data Real-time Application on Database | Big Data & Digital Marketing | Scoop.it
The Big Data Real-time Application is a scenario to return the computation and analysis results in real time even if there are huge amount of data.
Luca Naso's insight:

In recent years, due to the data explosion, and the more and more diversified and complex application, new changes occur to the database system:


1st challenge: real-timeness
2nd challenge: cost
3rd challenge: database appplication
4th challenge: database management

 

esProc, by  Raqsoft, is a new Big Data computing solution that claims to solve all of the issues at once.

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Big Data Can Make Our Cars Smarter

Big Data Can Make Our Cars Smarter | Big Data & Digital Marketing | Scoop.it
What if our car could talk with the other cars on the road in order to find out when a reckless driver is approaching, so you and your trusty car can get out of the way? Well, with big data technology cars could start doing just that.
Luca Naso's insight:

Here are five ways how car manufacturers can use the data cars generate to make our cars smarter:

1. Talking Cars

2. Decrease congestion

3. Proactive Maintenance

4. Self-Driving

5. Personalized Experience

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Richard Platt's curator insight, November 29, 2013 9:11 PM

(from the Curator of IoT & Wearables): An example of how Big Data can be useful if analyzed / interpreted and evaluated for improving the customer experience

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Big Data for Talent Acquisition

Big Data for Talent Acquisition | Big Data & Digital Marketing | Scoop.it

When I took the helm as VP of global talent acquisition I was surprised to learn that the data within the talent acquisition function was not up to the standards the Company lives by.

Luca Naso's insight:

This is an interesting story about a successful Big Data project in recruiting.
Here are the 6 main steps of the plan:
1. Go to the Source (to get the data)
2. Get Help (to get a good plan)
3. Get Centralized (to increase efficiency)
4. Take Ownership (to retain competitive advantage)
5. Set Standards (otherwise all efforts will be useless)
6. Embrace Social (because social is where people put their data)

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BOUTELOUP Jean-Paul's curator insight, November 28, 2013 1:11 AM

A l'heure ou l'acquisition des talents est un enjeu majeur dess entreprises, ou Adecco publie le #GTCIndex des pays les plus attractitfs pour les talents, le BigData peut-il être une aide ?

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Could iPhones and Big Data make us healthier?

Could iPhones and Big Data make us healthier? | Big Data & Digital Marketing | Scoop.it

we talk a lot about how gadgets are changing how we communicate and so on - but could the devices we all carry around with us now also be about to make us a whole lot healthier?

Luca Naso's insight:

Collecting lots of data isn't just about making more accurate Netflix recommendations.

 

Rather than just judge us on what we say in an eight minute consultation with our GPs, maybe they'll be able to pull up our health data and analyse it properly?


Scientists would be able to more easily identify the effects and side-effects of different treatments, and more quickly develop and bring new treatments to patients.


Of course - there is one awkwardly massive downside to this. Privacy concerns.

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Andy Collett's curator insight, November 25, 2013 10:43 AM

these devices have great potential to keep us all well, however we do have to use them regularly and then ajust our behaviour. Otherwise it's just another interesting gadget.

Fàtima Galan's curator insight, November 26, 2013 11:50 AM

"

Luca Naso's insight:

Collecting lots of data isn't just about making more accurate Netflix recommendations.

 

Rather than just judge us on what we say in an eight minute consultation with our GPs, maybe they'll be able to pull up our health data and analyse it properly?

 

Scientists would be able to more easily identify the effects and side-effects of different treatments, and more quickly develop and bring new treatments to patients.

 

Of course - there is one awkwardly massive downside to this. Privacy concerns.

"

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From Big Data to Big Mac; how McDonalds leverages Big Data

From Big Data to Big Mac; how McDonalds leverages Big Data | Big Data & Digital Marketing | Scoop.it
McDonald’s leverage big data to create the best experience for their customers and make the organization more efficient and effective.
Luca Naso's insight:

McDonald's recipe for Big Data:

1. Discover - rapidly come up with ideas and incubate them

2. Develop - get the right perspective and develop these new projects

3. Deploy - more diverse departments become involved, such as marketing or design


McDonald’s has became an information-centric organization that makes data-driven decisions.


In particular McDonald’s focuses on providing the best possible experience to customers. That's why, although all McDonald’s around the world look the same, each restaurant is slightly different as they are optimized using all that data for the local market.

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Richard Krawczyk's curator insight, November 21, 2013 3:11 PM

Learn from the big boys!

malek's curator insight, November 27, 2013 8:29 AM

All in all, it is no surprise that McDonald’s leverages big data to create the best experience for their customers and make the organization more effective and efficient.

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CFOs Take Back Seat in Big Data Drive

CFOs Take Back Seat in Big Data Drive | Big Data & Digital Marketing | Scoop.it

A growing number of companies are sifting through huge piles of data in search of insights.

 

But relatively few business and IT executives say they have their chief financial officers to thank for it.

Luca Naso's insight:

Among the more than 900 executives surveyed:

1) 15% said the chief information officer was their company’s biggest champion of Big Data,

2) followed closely by the chief executive, at 14%.

3) The CFO was cited as the main advocate by just 8% of the respondents.


And yet 70% of companies using Big Data say it primarily helps them with generating revenue (compared with the 30% who use it to control costs).


Where are the CFOs?

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Jean-Michel Franco's curator insight, November 7, 2013 1:40 AM

As thare are a lot of CIO that report to the CFO, this can explain the debates that we currently hear the relationship between CMO and CIO. 

Marketing is leading the Big Data efforts in most companies, and CIO need to take the driver seat too in this context

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Predictive analytics programs marred by poor planning, flawed models

Predictive analytics programs marred by poor planning, flawed models | Big Data & Digital Marketing | Scoop.it
The success of predictive analytics programs depends on the ability of an analytics team to communicate with corporate management and define goals effectively.
Luca Naso's insight:

A rush to deploy predictive analytics tools without proper planning sets the stage for unmet expectations.


The initial challenge for an analytics team is diligently thrashing out and defining both short- and long-term objectives with corporate and business executives.


Obtaining correct, but irrelevant, information is a waste of time, effort and resources. Close interactions between an analytics team and business managers can help you address the right questions


What's also needed from the top ranks is the endorsement of a corporate culture that values creative thinking, fresh ideas and data-based decision making.

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Big Data: The 5 Vs Everyone Must Know

Big Data: The 5 Vs Everyone Must Know | Big Data & Digital Marketing | Scoop.it
Big Data is a big thing. It will change our world completely and is not a passing fad that will go away. To understand the phenomenon that is big data, it is often described using five Vs: Volume,
Luca Naso's insight:

At the beginning there was Gartner, who defined Big Data with 3 Vs:

1. Volume

2. Velocity

3. Variety

 

Then the issue was raised that Big Data new insights can be actually quite uncertain, and so the 4th V arrived:

4. Veracity

 

But all this was still leaving out the deep core, the only reason why one wants to use Big Data:

5. Value

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Data Isn't Just for the Big Guys Anymore

Data Isn't Just for the Big Guys Anymore | Big Data & Digital Marketing | Scoop.it
The rise of cost-effective data analytics has given small businesses a way to compete with -- and even surpass -- their larger competitors.
Luca Naso's insight:

Customers expect a lot. They want the right product or service to fit their needs, they want it quickly, and want it to work well.


Data plays into satisfying all of those goals. At its core, data for the small business means streamlining processes and finding what is most relevant to customers.


Here are the main two guidelines:

1. Decisions should be informed by data;

2. Departments within the company need to measure everything. 

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Explore the Big Data Universe

Explore the Big Data Universe | Big Data & Digital Marketing | Scoop.it

What is Big Data? Why is Big Data so important? Who are your Big Data key players? How do you lead with Big Data? Which Big Data solutions do you need? When do you start with Big Data?


Explore the Universe of Big Data.

Luca Naso's insight:

My first scoop of the year is an interactive tool to know more about Big Data. This is a web app that allows you to explore lots of resources such as articles, videos and infographics.

 

 

Here is a summary of the topics that you can find:

1. What is Big Data?
Volume: the Big Data explosion
Variety: structured and unstructured data
Velocity: fast, streaming, real-time data
Value: Big Data in action

 

2. Why is Big Data so important?
The challenges of Big Data
Opportunities for Big Data leaders


3. Who are your Big Data key players?
The data scientist or data analyst
The executive team
The line-of-business manager
The IT leader
The end-user, customer or supplier


4. How do you lead with Big Data?
Getting to Big Data
Identifying business goals for Big Data
Define data strategy
Deploy Big Data technologies
Build analytics models
Operationalize insights


5. Which Big Data solutions do you need?
Choose a Big Data partner
Manage data growth
Use Big Data analytics
Build Big Data applications
Big Data consulting and education
Big Data, cloud, and security
Success stories in Big Data

 

6. When do you start with Big Data?
Next steps checklist for Big Data
Big Data resources and information

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NoahData's curator insight, January 3, 2014 12:41 AM

Galaxy of Big Data!!!

Mark P's curator insight, January 3, 2014 3:02 PM

Foundational overview of Big Data universe 

Ignasi Alcalde's curator insight, January 3, 2014 4:58 PM

Big Data basics. 

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Hadoop Innovation Summit

Hadoop Innovation Summit | Big Data & Digital Marketing | Scoop.it

The Hadoop Innovation Summit features two days of engaging content from the most hands-on engineers & architects working with Hadoop. Check back regularly on the evolving and growing schedule here.

Luca Naso's insight:

By 2015, 65 percent of applications with advanced analytics will come embedded with Hadoop. There's never been a better time to unlock the power of your Big Data. 

The Hadoop Innovation Summit returns to San Diego at the Marriott Marquis & Marina, on February 19 & 20, 2014. 

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Introducing Business Intelligence - What it Means to be a New Customer

Introducing Business Intelligence - What it Means to be a New Customer | Big Data & Digital Marketing | Scoop.it

What does it mean to it mean to be a brand new customer to BI systems? Big data optimization sounds great, but there is a lot of behind-the-scenes work to ensure BI platforms are implemented well, deliver sound analysis, and provide the organization with real, tangible value.

Luca Naso's insight:

Introducing an organization to BI is a learning process from the start.


Many enterprises see where they want their Business Intelligence platform to be, without having a baseline understanding of the roadmap to achieve that end product.

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The CIO of 2020: not only Big Data

What will the role of the CIO look like in 2020? Paul Muller, VP of strategic marketing at HP Software, explains how Big Data, Security and IT Management will shape the way Chief Information Officers make decisions in the future.

Luca Naso's insight:

A wonderful presentation which covers many important aspects.

1. Customers (age, language, location, connection)

2. apps, services, management, delivery
3. Silos, marketing, sales, finance
4. Big Data: important information is hard to find, data need to be protected
5. Automation
6. Staff and skills

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Tomáš Kuzár's curator insight, February 16, 2014 3:49 AM

Nice presentation what CIO will need to handle in 2020. Interesting overview not only for CIOs. What is the IT future? At least data, globalization, large scale analysis ...

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Call Centres Suffer From Big Data Overload

Call Centres Suffer From Big Data Overload | Big Data & Digital Marketing | Scoop.it

Nearly half of all contact centres consistently collect and report on metrics that they never use to improve the customer experience, according to a new survey.

Luca Naso's insight:

"Given the advancements in the online customer experience with sales and support, customers expect to be able to get right to what they need when they call"

 

According to this survey, call centres are indeed collecting data, but they are not harnessing them: more than 60 percent of call centres can't provide customer information proactively to an agent.

 

49 percent of agents report overall productivity and efficiency challenges when they have to ask customers for basic contact information.

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Furthering Big Data's Retail Benefits

Furthering Big Data's Retail Benefits | Big Data & Digital Marketing | Scoop.it

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.

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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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Big Data Big Profits

Big Data Big Profits | Big Data & Digital Marketing | Scoop.it

78% of mobile activity is data, and not voice.

72% of CEOs report that marketers can rarely explain the incremental business that marketing spend can generate.


These data points validate the need for Big Data-based analytics to increase return on marketing investment, and ultimately making profits.

Luca Naso's insight:

Infographic produced by McKinsey & Co.

 

Facts:

1. Better marketing analytics can improve returns by 10-20%

2. Big Data leaders are 5% more productive and make 6% higher profit

 

Do you really need to know more before making your company a data-driven one?

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Nathalie Prinet-Houairi's curator insight, November 27, 2013 9:35 AM

Pour de meilleures analyses des data conduisant à un meilleur ROI. Pour de plus petites campagnes, plus ciblées donc plus efficaces

Mc Kinsey

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9 Amazing Ways Big Data Is Used Today to Change the World

9 Amazing Ways Big Data Is Used Today to Change the World | Big Data & Digital Marketing | Scoop.it

Some say big data is all talk and no action. I couldn’t disagree more.

 

I believe that most aspects of business and society will be impacted by big data analytics, but saying big data is used for everything in not helping with the current confusion of how big data is adding value.

Luca Naso's insight:

1. Understanding, targeting, and serving customers
2. Understanding and optimizing business processes
3. Personal quantification and performance optimization
4. Improving Health (and R&D in general)
5. Improving Sports Performance
6. Optimizing Machine and Device Performance
7. Improving Security and Law Enforcement
8. Improving and optimizing cities and countries
9. Financial Trading

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ExploreCurate's curator insight, November 21, 2013 9:35 PM

Är du intresserad av Big data? 

Du får en aktuell digtal presentation om Big data från DMA i Chicago om du anmäler dig på http://eepurl.com/H6n41 för att få de 10 viktigaste digitala insikterna varje vecka.  

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Microsoft's big data service available, after a year in preview

Microsoft's big data service available, after a year in preview | Big Data & Digital Marketing | Scoop.it
Windows Azure HDInsight Service lets customers to spin up Hadoop clusters in the cloud
Luca Naso's insight:

Good news for all Microsoft's Softwares users:


Standard Apache Hadoop is available as a service in Microsoft's Azure cloud, allowing to deploy and shut down Hadoop clusters easily.


Integration with the Microsoft data platform means that one can access and analyze data with PowerPivot, Power View and other Microsoft BI tools, like Microsoft SQL Server Analysis Services (SSAS).

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The Who, Why and How of Big Data

The Who, Why and How of Big Data | Big Data & Digital Marketing | Scoop.it
Early adopters of Big Data are outperforming competitors. To catch up, other companies need the right people and tools—but they also need to embed Big Data in their organizations.
Luca Naso's insight:

1. Which Companies are spending the most on Big Data?

2. What do they get in Return?

3.  How are they doing it?

 

Interestingly enough, IT is never leading a Big Data project.

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