For many companies today, access to data on client or customer behavior is no longer a challenge. As many marketers have already discovered, in the burgeoning age of Big Data the challenge is often the opposite: a “firehose” of raw data, so unstructured and overwhelming that it goes unapplied to real, concrete problems in your marketing campaign.
This information can be rich with potential insight for your organization, but you have to know how to impose order on the chaos of data by asking the right question and applying the right tools. Moreover, in order to maximize the usefulness of your data, you’ll want to undertake a campaign that is predictive, not merely reactive. But what exactly does this mean, and how do you get started?