global recruitment specialists
Using Big Data for Marketing
Make Big Data part of your marketing toolkit
"Big Data" has become a hot topic within the marketing industry over the past year or so, but what is Big Data and why should marketing teams use it?
The term Big Data refers to large amounts of data collected quickly by technology. For marketers, examples of this include data collected from website traffic, buying behaviour, customer loyalty cards and social media such as page shares, likes, customer profiles and customer competitions.
Why is Big Data important?
With so many channels available to marketers, it's more important than ever to understand where, how and when to engage with your customers. Big Data enables marketers to gain insights on their customers to help make more informed decisions. Findings from the EIU Consumer Survey 2013 demonstrate this point well as they suggest there is a gap between what marketers and consumers consider is the best way to reach them.
For example, social continues to be a large part of many brands' marketing strategy, but the EIU research revealed 51% of consumers preferred to engage with brands via company websites, with only 4% preferring to interact with brands via social networks.
These statistics clearly show the benefits of using the insights available from digital channels to more accurately understand customers and target them accordingly. What's more, there's a wealth of digital data that marketers already have at their fingertips including buying behaviour, customer preferences from social media, previous campaign results and industry consumer surveys – all of which help build clearer customer profiles.
Using Big Data for marketing to identify opportunities
Not only can the use of Big Data improve the effectiveness of your marketing, it can also enable you to tap into some of the real opportunities identified in The Experian Digital Trends Report 2013, from using customer behaviour insights to develop mobile optimised websites, to measuring the impact of customers sharing a brand's social content with their network, and the effect this has on online sales.
Whatever the opportunity for brands, use of "Big Data" has the potential to improve customer engagement, interaction and sales, and should therefore be a key part of every marketer's toolkit.
EIU Consumer Survey Findings 2013
EIU Marketing Executive Survey Findings 2013
Experian Digital Trends Report 2013
Chartered Institute of Marketing
Chartered Institute of Direct and Digital Marketing
Data Defined: What is ‘Big Data' Anyway