Email is a big data business; we collect, store, append, score and segment a lot of information. Has email marketing been left behind in the big data Gold Rush, or has we been doing it all along?
While the rest of the technical world is busily embracing the nebulous concept that is 'Big Data,' the jury is still out as far as how it works within the world of email marketing.
Let's look at the distinct kinds of data that are used in the email marketing process:
Even if email marketers only needed to concern themselves with these six categories, it would be challenging enough to decide what to send. However, there are whole other categories of data that need to be considered when designing a campaign, or a single newsletter:
Does all of this constitute 'Big Data?' It's hard to say. You be the judge.
I've always been of the mind that email is a big data business. We collect a lot of information. We store a lot of information. We append it. We score it. We segment it. That sounds like a pretty big deal to me. What about you?
Title image courtesy of Shutterstock.
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As president of LiveIntent, Dave Hendricks devises corporate strategies and tries to simplify marketing language. Before growing LiveIntent, Dave was executive vice president (EVP) of operations at PulsePoint (then known as Datran Media), where he worked alongside LiveIntent chief executive (CEO) Matt Keiser and ran Datran's ESP StormPost (nka PostUp). A member of the founding executive team at ExperianCheetahMail, Dave began his email adventure at Pioneering ESP MessageMedia. Dave was named one of Business Insider's "Top 100 Technologists" in 2011 and Alley Watch claimed he was one of 15 people "changing advertising" in 2014. He plays electric guitar and you should follow him on Twitter @davehendricks.
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