Big data continues to confound the average marketer. The issue surrounds comprehending the data that matters.
Marketers need to understand how to use the technology. Big data has no value unless you can mine information sets to achieve better business outcomes.
Which data sets make for richer relationships with prospects and customers? How will it impact business? What should a marketer look for?
Go back to key performance indicators (KPIs). One worthwhile KPI might be return customers. Let’s apply that to both a hypothetical B2C and a B2B scenario.
If you are a retailer, instead of examining the immense amount of data produced from web site and social interactions, intentionally predetermine what will matter to your company. One thing we know about social media is that People Love Pets! They post pet pics, talk about them incessantly, and like everyone else’s pet pics.
Continue reading “The Dog Bowl of Big Data”