Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
dience. Coming back to our mobile Data optimized marketing will success, but they follow at the end
phone example: Only by linking be- therefore only be as good as the as well the human knowledge for-
havioral data and purchase history person who evaluates the data and mation. It is not about collecting da-
with the human interpretation, mod- draws the right conclusions. Only ta itself, but about doing the right
ern marketing solutions can provide when strategy and target group are thing with the right data. Certainly,
real and unique experiences. clearly defined, technologies can without technology, the data optimi-
Hence, after the purchase of the act when it comes to quite simple zation is hardly possible, because a
mobile phone, the customer does things in the sales process and hu- computer can cope much better
not get displayed more banner ad- man support is not really needed. with millions of structured data rec-
vertisement for a mobile phone, but ords than a human brain. However,
for instance a suitable protective A new version of retargeting via a human being will always better
case for the new smartphone. Un- beacons is a good example: If a hypothesize and know what suc-
fortunately, data can’t always give a potential customer in a clothing cessful campaigns need to have.
clear direction. Sometimes it is also store is interested in a particular Even the best analysis tool cannot
the right gut feeling, or the longtime jacket, it is registered via the small make it on its own. It needs the sup-
experience of marketing executives, transmitter and mobile app. If the port of the human counterparts, and
that lead campaigns to success. customer leaves the store without especially the logical combination of
However, creativity and gut feeling, buying the jacket, he can get a re- the correct data, in order to get a
as we all know, tend not to belong minder regarding this jacket in the comprehensive view of the custom-
to the proven strengths of software following days, via all relevant digi- er. Therefore, all employees of a
systems. tal channels, or get a particularly company are invited to contribute
good offer in the same context. their part.
The algorithm can’t make deci- This data-driven approach is possi-
sions ble in a fully automated way, as The relationship of ‘man vs. ma-
direct connection between the chine’ in data-analysis can be most
Machines have to function, but we physical and digital shopping world. likely compared best with the clas-
cede the thinking to people. The Once initialized, the marketer actu- sic motoring: The man behind the
idea, the integration, and the value ally really takes on only the pure wheel directs and sets the pace; the
creation of the action can never control function. technology performs and potenti-
assume an algorithm - at least for ates the power of man to a higher
the time being. Only when the strat- level. Today’s digital marketing has
egy is defined, the technology can Man is still at the wheel when it already plenty of power under the
be let off the leash. comes to data analysis hood –now it's to the marketers to
rev up and profitably exploit its po-
Big Data or not: Marketing without Data optimized marketing has a tential in the digital race for custom-
people will not work in the future, technical aspect, which is not to be ers. ◊
because someone has to set, at underestimated. Clever tools help
least in the beginning, the logic a the marketers to automate data- By Daniela La Marca
software should pursue. driven campaigns and lead it to
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
dience. Coming back to our mobile Data optimized marketing will success, but they follow at the end
phone example: Only by linking be- therefore only be as good as the as well the human knowledge for-
havioral data and purchase history person who evaluates the data and mation. It is not about collecting da-
with the human interpretation, mod- draws the right conclusions. Only ta itself, but about doing the right
ern marketing solutions can provide when strategy and target group are thing with the right data. Certainly,
real and unique experiences. clearly defined, technologies can without technology, the data optimi-
Hence, after the purchase of the act when it comes to quite simple zation is hardly possible, because a
mobile phone, the customer does things in the sales process and hu- computer can cope much better
not get displayed more banner ad- man support is not really needed. with millions of structured data rec-
vertisement for a mobile phone, but ords than a human brain. However,
for instance a suitable protective A new version of retargeting via a human being will always better
case for the new smartphone. Un- beacons is a good example: If a hypothesize and know what suc-
fortunately, data can’t always give a potential customer in a clothing cessful campaigns need to have.
clear direction. Sometimes it is also store is interested in a particular Even the best analysis tool cannot
the right gut feeling, or the longtime jacket, it is registered via the small make it on its own. It needs the sup-
experience of marketing executives, transmitter and mobile app. If the port of the human counterparts, and
that lead campaigns to success. customer leaves the store without especially the logical combination of
However, creativity and gut feeling, buying the jacket, he can get a re- the correct data, in order to get a
as we all know, tend not to belong minder regarding this jacket in the comprehensive view of the custom-
to the proven strengths of software following days, via all relevant digi- er. Therefore, all employees of a
systems. tal channels, or get a particularly company are invited to contribute
good offer in the same context. their part.
The algorithm can’t make deci- This data-driven approach is possi-
sions ble in a fully automated way, as The relationship of ‘man vs. ma-
direct connection between the chine’ in data-analysis can be most
Machines have to function, but we physical and digital shopping world. likely compared best with the clas-
cede the thinking to people. The Once initialized, the marketer actu- sic motoring: The man behind the
idea, the integration, and the value ally really takes on only the pure wheel directs and sets the pace; the
creation of the action can never control function. technology performs and potenti-
assume an algorithm - at least for ates the power of man to a higher
the time being. Only when the strat- level. Today’s digital marketing has
egy is defined, the technology can Man is still at the wheel when it already plenty of power under the
be let off the leash. comes to data analysis hood –now it's to the marketers to
rev up and profitably exploit its po-
Big Data or not: Marketing without Data optimized marketing has a tential in the digital race for custom-
people will not work in the future, technical aspect, which is not to be ers. ◊
because someone has to set, at underestimated. Clever tools help
least in the beginning, the logic a the marketers to automate data- By Daniela La Marca
software should pursue. driven campaigns and lead it to
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
