At a roundtable discussion at ClickZ Live New York last week, the question of whether or not Big Data, or any data analytics at all, are working for marketers was addressed.
Big Data has been around long enough to have lost the luster of hype. It's no longer the latest marketing buzz word, having been replaced by things like the "content marketing cloud" and "second screen" and "gamification" and (insert new buzz term here).
It's time to be sensible about Big Data. The question we discussed at our ClickZ Live New York roundtable this week was, "Is Big Data working for marketers yet?"
First, you have to understand if small data or any data analytics are working for marketers yet. Too many of us, despite the advent of technology and the integration of social and ad targeting with CRM solutions, are not optimizing the use of any data, let alone multi-structured data in real time or at scale. So we have some basics to get right first, and then we can add more and faster-moving data into the mix.
Our roundtable then discussed how Big Data was impacting or changing some of our core marketing practices and challenges.
How are you using Big Data to improve your marketing automation and other operations today? Please reply in the comments section below.
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Stephanie Miller is a partner with brand and marketing technology strategy firm TopRight Partners. She is a relentless customer advocate and a champion for marketers creating memorable customer experiences. A digital marketing and CRM expert, she helps sophisticated marketers balance the right mix of people, process, and technology to optimize a data-driven content marketing strategy. She speaks and writes regularly and leads several industry-wide initiatives. Feedback and column ideas most welcome, to smiller AT toprightpartners DOT com or @stephanieSAM.
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