Okay, by now you’ve discovered that the people behind this big data marketing program are all geeks. And that I might just be the geekiest of all. This post will not disabuse you of that notion. Because this one’s about a great new chart we’ve created that does things we’ve never seen before: the Marketing... more
As I hope you’ve seen so far in the Naked Marketing series, a lot of the big data marketing approach comes down to data plumbing. It’s about integrating different data sources into a single data lake; about maintaining the quality and integrity of that data; and about creating a golden record for each prospect as... more
Many organizations experience frustration and disappointment when they first dive into “ big data ”. The idea of getting industry-shaking insights from the massive troves of data now available is compelling, but you have to have the right data—and you have to treat it right—to get business-changing results. ZDNet recently tackled the issue in an... more
There is a lot of excitement in the big data community around the potential impact of the Internet of Things (IoT) so I was looking forward to attending the IoT Summit last week in San Francisco. I’d like to share with you some of the things I observed. There were several insightful sessions I attended... more
So far, the entire Naked Marketing series has been told from the perspective of the marketing team. In this post, it’s time to get the perspective of the people we do it for: the business development and field marketers who turn the opportunities into revenue. So here’s a Q&A with two of our most senior... more
At the very beginning of the Naked Marketing series, I said I’d show you how we went from zero to Big Data Marketing hero in 60 days. Caveat: A lot of foundation work had to happen before the 60-day sprint. And in posts #2 to #7, I drilled down into things like the Business Case,... more
The critical part of any big data marketing machine is the data itself. So this installment of the Naked Marketing series (in which we expose the ins and outs of our own big data marketing initiative) drills down into our data. For a lot of marketers, the word ‘data’ sounds clinical and mathematical—a bunch of... more
In the first five posts in the Naked Marketing series—a big data marketing odyssey, we looked at the big picture, the team, the foundations we built, the business case and the big data marketing tech stack. If you read any of these (especially the last two), you saw how important it is that any big... more
I often hear marketers discussing their operations and saying, “It’s not about the technology.” Well, big data marketing is about the technology. Of course, it’s also about a mindset, an approach, and a strategy, but there’s no way you can harness the power of big data without the right tech. And, with the state of... more
Let’s face it, ‘Big Data’ has become one of the most hyped concepts in a technology market famous for over-promise. So before going into the ‘how’ of big data marketing, I want to use this latest installment in the Naked Marketing series to talk about the ‘why’. I hope this post blows away some of... more