The fundamental part of big data marketing is the information itself. But data is more than a bunch of characters and numbers. They are not a spreadsheet, but potential insights that come from listen to customers, understand what interests them, what do they respond to and what do they ignore, and find out what can be done as a seller.
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What is big data marketing?
Big data marketing is the set of implicit and explicit data that reaches the company through web analysis, CRM or social networks and that constitutes in itself a great possibility to get a closer look at your customers' experience, from beginning to end. This enables companies:
- Segment prospects wisely.
- Market efficiently and effectively.
- Personalize every interaction and entire customer journey.
- Optimize your marketing budget and maximize your impact.
It all starts with listening to the data. Y that is the great challenge of marketing.
What are the challenges facing big data marketing?
Data collected from customers is disparate and comes from a wide variety of marketing channels and sources.. The challenge posed by this heterogeneous set of raw information is related to how to obtain clean customer data, complete and reliable and associate them with accurate profiles.
If this is already complicated in terms of big data, even more so when it comes to multiple sources, with different names, email addresses and devices, and it's littered with incomplete forms, major data breaches, duplicates and other quality problems. .
Frequently, companies end up accepting a fragmented view of the customer due to their inability to overcome this challenge. It is the price they pay for marketing, despite this, in reality, should avoid this conformity as solving the problem is within your reach.
When is challenge equal to possibility for big data marketing?
As you can see, the data most companies work with is exactly the same as other companies use. Marketing de Big Data will make a difference, between the leaders and the laggards, based on your ability to harness the value of that information.
A) Yes, competitive advantage will be consolidated in institutions that are capable of conducting a optimized marketing data management, something that has to do with collecting, clean and validate, to enrich, use and govern like this:
- Collect. Bring all your data to a data lakeAs an example, a clusterA cluster is a set of interconnected companies and organizations that operate in the same sector or geographical area, and that collaborate to improve their competitiveness. These groupings allow for the sharing of resources, Knowledge and technologies, fostering innovation and economic growth. Clusters can span a variety of industries, from technology to agriculture, and are fundamental for regional development and job creation.... the Hadoop, hosted on virtual machines in the data center itself or via web services. Launch a record-breaking marketing automation system, that will help create schedules, feed streams, register pages, capture response data and upload all of that activity to the data lake. without wasting an iota of information.
- Clean and validate. Combining so much data from different sources means there will be a lot of data duplication and potential conflicts with small variations in the names, among other quality problems. Master Data Management (MDM) is the best ally, since it is an automated procedure guided by the business matching rules.. Therefore, if the system sees two records for the same person, will automatically collapse them, as long as the confidence level is above the set threshold. If you are not sure, will send the exception to a data manager who can choose. At the same time of this, it is essential to clean the data. You can never assume that the data you collect is truly correct and usable: people make mistakes when entering their addresses, they give you wrong phone numbers and email addresses, put the state and zip code in a field … and the result can lead to disaster . One more time, You have to use the right tools to correct these types of errors, so common in big data marketing.
- to enrich. With the help of partners and suppliers, data is enriched with additional information. This procedure is quite simple: it loads, is compared to existing records, information is combined and sets are imported through a data integration platform. Then it is convenient to validate and clean the data once more, to guarantee its quality.
- Use. Implementing data-driven and targeted big data marketing programs is a key step. One way to segment is based on product interest, helping you target more accurately and increase engagement.
- Govern. If the data is only cleaned and cared for once, that strategic asset will depreciate quickly. To avoid this deterioration, you should examine the status of your data, act accordingly and establish a clear set of policies supported by good communication and training, so that everyone who interacts with the data knows the rules and understands why they are important.
Big data marketing is a source of possibilities for companies looking to increase their revenue and customer base.But if the data is not clean, complete and reliable, information management will lead the company down the wrong path.
