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 It's no longer the latest marketing buzz word, having been replaced by things like the "content marketing cloud" and "second screen" and "gamification" and (insert new buzz term here).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 relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
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