A beginner’s guide to big data
|Marketing has become increasingly data-driven in recent years, with organisations moving away from trying to engage with people en masse towards aiming to reach them in a much more targeted way.Increasingly complex data sets are gathered so companies can segment their customers into different groups and gain a deeper understanding of their various unique tastes, preferences and circumstances.|
|This has given rise to the term big data – a large and wide-ranging set of information that can be used to respond to and anticipate people’s needs, as well as inform a company’s entire business strategy.A recent study commissioned by the Guardian revealed that nearly nine in ten marketing professionals think big data will fundamentally change the function of marketing, while almost two-thirds believe their role has already changed a great deal as a result of this innovation.The growing importance of big data was also highlighted in a study by Econsultancy and Lynchpin, which found that more than three-quarters of those polled think big data helps to uncover optimisation opportunities that are not possible with a more traditional approach.In addition, nearly half described it as the best way to bring online and offline data together.It’s therefore clear that the emergence of big data is something that cannot be ignored by marketing teams if they wish to stay ahead of their rivals.
Promotional products retailer 4imprint has produced a brand new Blue Paper on the subject – Big Data – to help marketers learn more about this innovation.
It defines exactly what big data is, where it comes from and how organisations of all sizes can incorporate it into their operation and strategy.
Mini case studies outlining examples of how big data has delivered results for three prominent brands – Macy’s, Avis and JPMorgan Chase – are also included, along with predictions of how the big data market is likely to evolve in the future.
It could make essential reading for any organisation that wants to understand more about big data, engage with its audience more effectively and get better returns on its investment in marketing.