How you can make big data actionable and scalable via targeted email communications and social posts.
As brands continue to integrate social media into their marketing efforts, the focus has increasingly turned to big data. In fact, you can't have a conversation today with a social media provider without someone inevitably bringing up the topic of APIs to gain access to the data surrounding interactions. But unstructured data can be challenging for legacy systems, especially when querying large strings of data to create attributes that can be acted upon for marketing efforts. So whether you're implementing social sign-in on your website or leveraging apps to connect with customers, it's critical to work with a provider who can not only collect and analyze the data but put it in a format that allows you to take action.
While choosing what data to collect does vary by each brand and specific objectives and goals, there are a few core "attributes" that represent low-hanging fruit. These are the data attributes that allow most brands (regardless of vertical) to automate some key marketing programs that drive value, results, and ultimately, stronger relationships. One of the most efficient ways to do this is via a permission-based process that includes an app acceptance executed via a social sign or "connect" process that is also tied to email. So without further ado here are my top six social profile attributes you can't afford to ignore in this process and why.
Social data and the promise of big data remains one of today's hottest topics. But with a little strategic planning and the ability to capture the right data in a structured way, big data can be made actionable and scalable via targeted email communications and social posts.
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Michael Della Penna is an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social Web. Conversa Marketing, was acquired by StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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