The value in Big Data for Marketing

      
       Marketing data is changing. It moves faster than most marketing professionals can even predict, so it is essential to understand that the processes around it are changing, too. Data integration is the result of data generated by various platforms and sources, collected, cleaned, sorted and ultimately brought to companies in a form and shape that they can use directly to make decisions.Today, organizations are active on so many platforms – Facebook and Linkedin, Microsoft Advertising, Google Analytics and email marketing solutions like Mailchimp, that the amount of data they generate is simply overwhelming.
Getting the right data

        Companies can have a lot of data, but they are often disorganized, unstructured, and displaced. Data brings information with them, and when integrated in the right way, it can bring a lot of benefits to the business. Then, it must be treated in a manner that is harmonized, free of various formats and complete. The absence of data can distort perceptions and have a negative impact on decision-making. To avoid this, make sure that your data is clean and consistent and that it is all in one place.
Getting everybody on the same page
       Having a single location for all harmonized data is an important ingredient of the integration process as it is easy for all stakeholders in the company to find, read and interpret it. The key here is to eliminate silos, which are very likely to exist, and to centralize the flow of information. In this way, this central pool of data can be accessed and used by everyone and thus enriched each time someone connects two or more data points.
Getting valuable insights

        Moreover, good data is at the heart of making good business decisions. Consistent and relevant data allow decision makers to better understand the issues under consideration and to draw conclusions based on solid facts rather than rough estimates. Not to mention the benefits it can bring to predictive analysis and anticipation of market trends. To do this, however, it is also important to have well-visualized and shared data across the enterprise, where tools such as Data Studio can play a key role.
When is a company really ready for data integration?

       Although this preparation has a lot to do with technology, it is also a matter of corporate mentality. The fact is that organizations that manage increasing amounts of data every day and actively use them to make business decisions are likely to adopt data integration as soon as possible. This would also include moving from manual coding and data processing to automation.
In order for an organization to derive real knowledge and value from its data, it must collect it in near real time. This also means collecting data close to their original source so that they can be processed as raw as possible.

       Once a company has integrated, efficient processes to analyze data, marketers are able to build their strategy around. They will be able to have a clear understanding of their targets, what profile do they have, what are their expectations. And then, adapt the company strategy.




References : 
-CNBC. (2020). Digital ads: More expensive but reaching fewer consumers. [online] Available at: https://www.cnbc.com/2017/03/20/digital-ads-more-expensive-but-reaching-fewer-consumers.html [Accessed 8 Feb. 2020].
-Curry E. (2016) The Big Data Value Chain: Definitions, Concepts, and Theoretical Approaches. In: Cavanillas J., Curry E., Wahlster W. (eds) New Horizons for a Data-Driven Economy. Springer, Cham 
Available at: https://link.springer.com/chapter/10.1007%2F978-3-319-21569-3_3
-Gartner. 2020. Big Data. Available at: https://www.gartner.com/en/information-technology/glossary/big-data. [Accessed 15 February 2020].

Commentaires

  1. Colin Almeida24 février 2020 à 11:48

    Ce commentaire a été supprimé par l'auteur.

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  2. Flavie24 février 2020 à 15:23

    Thanks for this article !

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  3. Melissa24 février 2020 à 15:43

    Thanks for sharing this article. Very interesting point about the integration of big data in companies. This is an important thing that can easily be forgotten

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  4. yann24 février 2020 à 15:46

    Very interesting!

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  5. Dylan O'Regan24 février 2020 à 16:01

    Super blog Mael with very interesting insights. Well done!

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