All of us who live immersed in this crazy and wonderful world of marketing know that a large, well-segmented, clean and enriched database is our Holy Grail... Well, like a delicious and succulent slice of chocolate cake.
For some time now it has been almost like an obsession: we need them, we can't live without them, and we can't do without them. without them, digital marketing has no reason to exist.. We are as stubborn as the White Rabbit in Alice in Wonderland; Now, however, we have replaced the watch with a smartphone and we recite, as a mantra, while running around the office: “qualified leads, qualified leads”.
Recent studies inform us that +90% of Internet data has been generated in the last two years. This percentage makes us think about the large amount of information and the speed with which data is generated, stored and analyzed, its variety in content and the uncertainty about the value of each piece of data. In short, we are talking about large volumes of raw data, which are crying out to us to be part of a meaningful whole., They want to be valid, useful and truthful for marketing. And in turn, marketing wants to break them down, generate metrics, analysis, create strategies. This is where the love story begins!
Once upon a time, IT and Marketing met again.
This love story, as many others, has accomplices: the IT department and the marketing department.
The story begins with the classic «Once upon a time»In this case, an IT department that always avoided the Marketing department, did not want to talk to it, avoided it when they met in the corridors or in the office... And, honestly, I understand it. Marketing kept asking for more and more data, “ordered, segmented, seasoned”, and it is true that Marketing made IT go down to hell with every request, since, according to reports we are assured, the 80% of the traditional data are scattered and disordered, In other words, of “poor quality and low precision”... How could we not understand them!
At this point of chaos we started to hear about Big Data, and by this I don't mean that we were not used to moving and analyzing large amounts of data, but that this time it was different. We were talking about the ease of use, that even marketing, without the need for computer skills, could obtain. All this without any trauma and quickly: data in a simple way and in real time. In this way, the results could be used for analyze customer tracking and preferences, control over expenses, rapid campaign planningAnd all this without IT having to write code, create rudimentary formulas and patterns. Rumor had it that they would never have to set foot in the underworld again, I would reign the agile methodology!
... And Marketing has found its better half: Big Data.
There are a lot of Cupid's signals that indicate that Marketing has found true love in Big Data. They were on trial for a while, so as not to be fooled by the little butterflies that fluttered in their stomachs. After the relationship has been consolidated, marketing now speaks openly about the relationship.he benefits of Big Data:
- Valuable Insights. Identification of new customers. Thanks to Big Data, through social networks it is possible to know in great detail the tastes, interests, age, profession, studies and hobbies of users and target in detail all your campaigns.
- Big Data makes everything easier. We reduce time and effort in obtaining the data we are interested in, which also have an added value. In this way, all the time saved can be invested in the analysis of the data.
- Keeping salespeople happy. The implementation of Big Data strategies allows salespeople to receive “qualified leads” from the marketing department. This streamlines the data analysis process and allows them to optimize their time in planning sales strategies and techniques.
- Love and Attention. Big Data allows marketing to do what it likes best: to carry out actions and campaigns to pamper and build customer loyalty. As a result, in the long run there will be an increase in sales.
And as all fairy tales end... “Once the Big Data strategy was applied to detect the home that fit their needs, they moved in, lived happily ever after, in real time”.
If you want to learn more about how to leverage big data analytics in your company's Marketing Department, you can do so through the Zemsania website. And if you liked this infographic, share it on your social networks!