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 has overall responsibility for revenue, finance, legal, and operations. Prior to joining LiveIntent before its 2009 Series A, Dave was EVP of operations at PulsePoint (then known as Datran Media), where he worked with LiveIntent founder and CEO Matt Keiser and ran Datran's ESP StormPost. Before all that, Dave held senior roles at data management companies InfoUSA and Experian. A member of the founding executive team at ExperianCheetahMail, Dave began his email adventure at Pioneering ESP MessageMedia after running global partnerships for Oracle Corp. Dave was named one of Silicon Alley Insiders Top 100 technologists in 2011 and is active in several IAB Committees including Mobile and Email. Follow him on Twitter @davehendricks.
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