Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
From big data to the right data – The key is
to be able to filter the right information
Big data is on everyone's lips. The act communication corresponding legally safe. This means a signifi-
amount of data, which is collected to his current preferences. In order cant effort to harness this data in
by companies, authorities and other to be able to generate the infor- an appropriate manner later. Com-
institutions, is continuously grow- mation in relation to the user prefer- panies must therefore move away
ing. ences, it is important to first collect from the aimless storage of user
personal user information, which data. Instead, it is essential from
According to a current EMC study, has been left behind by the user at the outset to only gather data that
the potentials of using the collected a wide range of (digital) touch is really relevant and needed, and
big data so far are insufficiently de- points. This can be, for example, to manage it in a structured manner
veloped, though big data repre- transaction data from online shops as well as to guarantee legal com-
sents a major competitive ad- and bonus systems, response data pliance of the collected data.
vantage, as 63% of companies sur- from email marketing campaigns or
veyed confirm in an IBM study. Ac- other digital touch points. The map- What data is needed in the online
cording to the study "The big poten- ping of this data to a dedicated user dialogue marketing depends on the
tial of big data" by Forbes and profile can be developed through goals in the respective companies
Rocket Fuel, about three-quarters the use of various analytical tools as well as the measures chosen to
of the companies that use big data (profiling). From scoring models up meet these objectives of the specif-
for more than 50% of their market- to complex data mining procedures, ic marketing task. It is first neces-
ing activities could increase their marketing insights can be gained sary to define which types of cus-
sales, their ROI, customer satisfac- about the individual users: Is there tomization for each action is useful,
tion and the number of suitable a particularly high affinity for specif- so it can clearly increase the suc-
sales leads - and 85% of them ic products? Are there cross-selling cess of the measure. The next
could deepen the insights about or up-selling potentials? How high question is: What information about
their users. is his willingness to pay? At what the user is necessary for this cus-
times and for what types of offers tomization? And only after this:
Therefore, it is not surprising that and through which communication What data is needed to generate
many companies continue driving channel are consumers most re- this useful information using the
big data projects forward. Accord- sponsive? existing methods of analysis? Once
ing to a current EMC study, compa- the needed data for the individual
nies are engaged on average on In most cases, it is still a fact communication is determined, all
about 2.5 big data projects, which that the data is collected but not available touch-points have to be
benefits mainly the areas of digital properly used checked to ensure whether the re-
marketing, and especially online quired data may be levied there.
dialogue marketing. The marketing potential of big data One key point to keep in mind is
still is mostly untapped. “Collect that personal user data may be lev-
The target is to draw information data first and see later what can be ied only with the explicit consent of
of user preferences from the done with it” – this is the most com- the user. One of the biggest chal-
available information mon approach by many companies. lenges for online dialogue market-
It is also very common that data is ing therefore is to obtain the neces-
Modern online dialogue marketing collected which is not useful. The sary consent from the user, in order
to assure a legal data usage man-
is individualized lifecycle marketing, potentially useful data is often inad- agement framework. ◊
that appeals to the user in a target- equately prepared: unstructured,
ed manner at any specific point of not tagged, stored in the wrong
the customer lifecycle with the ex- places and sometimes not even By Roger Stadler
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
From big data to the right data – The key is
to be able to filter the right information
Big data is on everyone's lips. The act communication corresponding legally safe. This means a signifi-
amount of data, which is collected to his current preferences. In order cant effort to harness this data in
by companies, authorities and other to be able to generate the infor- an appropriate manner later. Com-
institutions, is continuously grow- mation in relation to the user prefer- panies must therefore move away
ing. ences, it is important to first collect from the aimless storage of user
personal user information, which data. Instead, it is essential from
According to a current EMC study, has been left behind by the user at the outset to only gather data that
the potentials of using the collected a wide range of (digital) touch is really relevant and needed, and
big data so far are insufficiently de- points. This can be, for example, to manage it in a structured manner
veloped, though big data repre- transaction data from online shops as well as to guarantee legal com-
sents a major competitive ad- and bonus systems, response data pliance of the collected data.
vantage, as 63% of companies sur- from email marketing campaigns or
veyed confirm in an IBM study. Ac- other digital touch points. The map- What data is needed in the online
cording to the study "The big poten- ping of this data to a dedicated user dialogue marketing depends on the
tial of big data" by Forbes and profile can be developed through goals in the respective companies
Rocket Fuel, about three-quarters the use of various analytical tools as well as the measures chosen to
of the companies that use big data (profiling). From scoring models up meet these objectives of the specif-
for more than 50% of their market- to complex data mining procedures, ic marketing task. It is first neces-
ing activities could increase their marketing insights can be gained sary to define which types of cus-
sales, their ROI, customer satisfac- about the individual users: Is there tomization for each action is useful,
tion and the number of suitable a particularly high affinity for specif- so it can clearly increase the suc-
sales leads - and 85% of them ic products? Are there cross-selling cess of the measure. The next
could deepen the insights about or up-selling potentials? How high question is: What information about
their users. is his willingness to pay? At what the user is necessary for this cus-
times and for what types of offers tomization? And only after this:
Therefore, it is not surprising that and through which communication What data is needed to generate
many companies continue driving channel are consumers most re- this useful information using the
big data projects forward. Accord- sponsive? existing methods of analysis? Once
ing to a current EMC study, compa- the needed data for the individual
nies are engaged on average on In most cases, it is still a fact communication is determined, all
about 2.5 big data projects, which that the data is collected but not available touch-points have to be
benefits mainly the areas of digital properly used checked to ensure whether the re-
marketing, and especially online quired data may be levied there.
dialogue marketing. The marketing potential of big data One key point to keep in mind is
still is mostly untapped. “Collect that personal user data may be lev-
The target is to draw information data first and see later what can be ied only with the explicit consent of
of user preferences from the done with it” – this is the most com- the user. One of the biggest chal-
available information mon approach by many companies. lenges for online dialogue market-
It is also very common that data is ing therefore is to obtain the neces-
Modern online dialogue marketing collected which is not useful. The sary consent from the user, in order
to assure a legal data usage man-
is individualized lifecycle marketing, potentially useful data is often inad- agement framework. ◊
that appeals to the user in a target- equately prepared: unstructured,
ed manner at any specific point of not tagged, stored in the wrong
the customer lifecycle with the ex- places and sometimes not even By Roger Stadler
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
