History’s great marketers became great when they began to know their customers better than their customers knew themselves. How did they do this? Through surveys, questionnaires and some A/B testing. That’s all big data really is, but on an exponential scale. What we find time and again, however, is that marketers are simply not utilising the data available to them.
As well as the big data challenge, the modern marketer must respond to campaign results in real time. The shelf life of a marketing campaign is now minutes and hours as opposed to days and weeks, and at the peak of your campaign you need to be able to respond to the results faster than ever before.
The volume of data to analyse is now huge and those without the right technology in place to quickly measure campaign results and utilise all the incoming data will be restricting their ability to focus on the creativity of the message.