Do Your Marketing Teams Struggle To Take Advantage Of Big Data? Here Are The Questions To Ask
You use big data to identify the customer and determine when, how, and how to submit the content. But can we be content with big data to achieve this goal?
It is customary to associate big data with the “3 V” corresponding to the notions of volume, variety, and speed. If all three aspects have grown in the space of ten years, big data seems less and less able to help marketers generate value, probably because it ignores a fourth “V”: that of value. Indeed, big data does not really help marketers to interact with the customer on the right channels and through the most appropriate content.
Why is the task so arduous?
First of all, because the strategic interest of the data depends directly on the speed and scale at which it can be exploited. To deliver the right message at the right time, marketers need innovative applications that can react in real time and tailored to customer needs.
Through their ability to leverage data to enhance the customer experience and improve their marketing methods, companies like Amazon, Netflix and Sony have set the bar very high, forcing others to adjust to meet customers with requirements suddenly revised upward. However, the fight is lost in advance if we are not able to customize the interactions in real time and on the required scale, a need that the big data is not able to provide. And for good reason: big data and data available in real time are two very different things.
Marketers must be able to interact with customers in real time, which is impossible if they only have big data tools. These are a great help to optimize segmentation and processes while refining targeting – all of which add to the effectiveness of marketing strategies. To provide customers with an enriched and personalized experience (which has become the standard in marketing), it is also essential to be able to collect and use data in real time. This involves using a data management platform to take full advantage of big data as real-time processing capabilities and to approach customers at the most relevant stage of their purchasing journey.
How to create a real-time marketing mechanism that can change the game? This involves three steps: instantaneous processing of data streams from a large number of sources; an on-the-fly analysis that converts this data into immediately exploitable lessons; and technology that automates this process so that it happens in real time when customers need it.
This leads me to observe that the ability to process data in real time is only really useful if it is coupled with a management platform worthy of the name. As a marketer, you will need to ensure that it meets certain criteria:
- Is it designed to power your applications with all kinds of data?
Your future data management platform should be able to aggregate all types of workflows (business activities, search, data analysis, etc.) from an integrated interface without having to juggle different systems to retrieve data sets.
- Does it integrate big data and real-time data to the required scale?
As we’ve just seen, you’ll need to combine big data with instant data processing to make your real-time marketing efforts a success. In this respect, the best data management systems incorporate powerful real-time analysis tools whose operating mode exempts administrators of your databases from data extraction, transfer and loading concerns.
- Is it able to handle all types of customer data?
The most successful DBMSs are able to support all data models, including graphs, key-values, documents and columns. This will give you the flexibility to process and analyze data in a variety of ways, ultimately enabling you to provide the customer with a much better experience and exchange.
- Is it accessible 24 hours a day, 7 days a week?
The ability of data management systems to ensure business continuity is a differentiating factor of increasing importance. To maintain availability, a DBMS must be completely devoid of points of failure, and able to scale to the required scale without increasing the risk of failure. This is possible with features like CDCR, which is multi-datacenters replication, which allows your organization to deal with the distributed, scalable and always available nature of cloud applications.
- Does it convert information into action quickly, in real time?
A data management system must put you in the ideal conditions to exploit the data collected and analyzed in real time without losing a second, that is to say when the customer interacts with your company. It instantly provides you with all the information that may interest you about it (from the last interaction with the company via social networks to the last purchase he made with his credit card) so you can him provide the most irreproachable service on the channel that best suits its expectations.
Keep in mind that today’s customers are just like the applications they use: hyper distributed, hyperconnected and active 24 hours a day, 7 days a week. They are sensitive to the marketing actions that pick them when they need them, where they need them.
When eBay decided to rethink its customer experience to provide its diverse and passionate buyers and sellers community with a more personalized and enjoyable service, the company faced the rapid growth of its data and its inability to search and analyze data on a very large scale and in real time. By opting for a data management platform that can process them on the fly and on the scale required, it has the means to offer highly accurate and personalized search results. Its marketing teams are now able to interact with customers by relying on relevant information based on customers’ highly personalized experience with the company. One of the keys to eBay’s incredible success lies in its ability to transform the huge amounts of data it generates into useful information for its customers. What she would not be able to do without her data management platform.
In the near future, it’s a safe bet that big data will become an accelerator of decisions by taking advantage of applications able to brew distributed data and learn at a speed with which the human could not compete. This change will benefit businesses and their marketing teams as it gives them the power to deliver tailored experiences while improving operational efficiency and the productivity of their investments.
To adapt to this evolution, the dispersion of information and its volume in order to create more effective and relevant marketing strategies, rethink the technological infrastructure on which you build and deploy the applications essential to the operation of your business. business. Migrate to a modern platform that prioritizes big data and real-time data. You can do this by choosing a platform that allows you to act quickly thanks to big data, pre-existing information, and operational data processed in real time. In the next few years, the fate of your business will probably depend on its ability to effectively use this data. And it is up to marketing players to lead the way by choosing platforms that are already capable of doing so.Tags: Big Data