The Missing Connection Between Big Data and Great Insights for Data-Driven Marketers
I found a truly cringe-worthy article today that shows what popular websites looked like more than a decade ago and what they look like today. Looking back to what was cutting-edge in 1996, or even 2006, is as bad as fingernails on a chalkboard compared to the modern homepages of popular sites today.
These websites are still well-used today, staying with the times and leading the way we design digital experiences. The key was change over many years of research and understanding of user experience. These sites stay modern, adapting to different web-enabled devices and experiences that the end user will encounter. Common among them are beautiful imagery, clear calls to action, and a sophisticated understanding of what people want on a homepage.
Can you imagine if any of those sites had stayed the same and never changed? We would not be using them today if that were the case. Their popularity would wane. Change is never easy, but it is usually necessary to stay relevant.
Web designers in 1996 could not imagine what the internet would be like in 2015, although they would probably agree there was a lot of potential. A modern equivalent is the implications of big data throughout the enterprise.
Data-driven marketers today are wondering how they can gain insight from big data. The answer? The ability to change is the connection between big data and insight. Data-driven marketers today know that their roles are changing: 68% of marketers think that marketing has seen more changes in the last two years than it has in the past 50 years, according to a recent survey. The changes are due to a renewed focus on customer experience within their jobs, and the need to use big data to improve that experience.
Big data should drive insights that change businesses, but is the real reason marketers aren’t sure about how to use big data tied to the change that it requires? Leading change in an organization is never easy, but it is definitely necessary.
What insights do you want from big data, and what value can you derive from them? If your reason for using big data is customer behavior insights, how will knowing how a customer behaves influence any changes in your approach?
The National Retail Federation recently reported that retailers say these are the three top reasons for using big data in a survey:
- Analyzing customer behavior (56 percent)
- Bringing together different data sources (49 percent)
- Improving personalization (48 percent)
What are your reasons for using big data?
Data-driven marketers can drown in too much information if they look at massive datasets without a question in mind that they want to answer. The question being asked often implies that a business must change to stay modern and relevant to its customers. Could concern over a need for great change be the roadblock to data-driven marketers who could be using data for valuable insights?
Big data has gotten a lot of buzz in the last few years. Data-driven marketers can move the big data concept from fuzzy, unrealized potential to a major part of how their business operates successfully.
Learn more in this white paper for marketers, The Secret to a Successful Customer Journey.