May 9, 2016
There’s been a lot of talk about how Big Data is changing marketing. But these discussions can be so specific that the opportunity that Big Data provides gets lost.
The following is quick overview of that opportunity for marketers and their clients.
What is Big Data?
“Big Data” is a term to describe large data sets that can be analyzed in complex ways to reveal patterns.
Why is it called “Big Data” and not just “a database” or “database marketing”?
Big Data describes new capabilities provided by technology. Previously, databases had, by today’s terms, very limited capacity. They couldn’t handle multiple, continuous streams of data. Big Data describes systems that receive an enormous amount of data, from many sources, all the time. Databases also used to take quite a bit of time to compile and run back-end reporting. Big Data produces current and near-instantaneous reporting using much more sophisticated algorithms.
What does Big Data mean for you?
In short: Big Data can help you can make better decisions.
By adding Big Data capabilities to your marketing, you can:
Know Your Customers Better
If you’re just relying on your own CRM data, you’re only seeing how customers (and prospects) have interacted with you. Or, to put it another way, you’re viewing customers from the inside out. Big Data helps you see them from the outside in.
Predict, Princeton Partners’ technology partner, has compiled a database of over 360 million records. This database is constantly updated, using information from more than 150 sources such as census data, purchasing data, Google Analytics, and social media metrics.
Imagine plugging your CRM database into that system. Imagine the more complete view you’d have of your customers. You’d see not just how they’re interacting with you. You’d see how they’re interacting with the outside world.
You’d see what interests your customers have, where they like to shop, what websites they like to visit—any number of things. By knowing your customers better, you can reach and market to them better.
You can also find people who are like them.
Identify More (And Better) Prospects
Big Data gives you a wider universe of prospects and more ways to determine how potentially valuable they are.
By placing your customers in the wider context of the database, you can find lookalikes. You can identify correlations you might never have anticipated. You can create much more accurate segmentation. Where privacy is a concern, a Big Data provider can build an anonymizing wall between you and individuals while still providing the data you need to reach your targets.
You can then prioritize these newly-found prospects/segments based on how similar they are to your best customers or customer segments, creating a list of priority targets—all at the touch of a button.
Improve Your Marketing and Sales
Big Data correlations can serve as a guide for your marketing. They can also improve it.
Demographic and behavioral data can inform creative development. Better still, by plugging into a Big Data platform, you can perform sophisticated, precise and efficient creative testing—all within the same data environment as your newly-enriched CRM system.
With big data, sample sizes become larger. Segments become more defined. You can establish a feedback loop where you continually refine your messaging and how it’s delivered.
And when you have the right message for the right person at the right time, you can improve sales immensely.
Better information. Better targeting. Better testing. Better understanding. Big Data helps you make better decisions so you eliminate the waste that comes from guess work.
Big Data is changing marketing, but it’s still a tool. When you combine it with marketing experience, skill and creativity, it provides an enormous opportunity for you and your clients.
Our Director of Video Operations offers insight into the world of #VirtualReality: https://t.co/VE4cO1iciV https://t.co/k81r8hNhpk
March 21 - 7:49 pm - View on Twitter
Did you miss this week's Insight Tuesday? Graphic designer Carrie Nestel explores the importance of packaging: https://t.co/uZ0XD7NY51
March 9 - 4:14 pm - View on Twitter
Check out our CEO's insight into the Ad-Blocking cold war that is being waged between marketers and their audiences: https://t.co/b8CSJw3IjT
March 1 - 7:10 pm - View on Twitter
Account Exec. Leigh Cesanek pulls together some of Sunday night's most memorable #ads & speculates who really won: https://t.co/uxFDg8YmtK
February 7 - 8:41 pm - View on Twitter
Our CEO reflects on reasons we are not achieving the level of clarity that big data should be providing. Read it: https://t.co/Xap3aIysa7
January 31 - 9:59 pm - View on Twitter
Our CEO offers insights into the benefits of 'non-investments,' such as the annual family vacation he takes. https://t.co/NSJtyKRbEI
January 18 - 5:00 pm - View on Twitter
Use #socialmedia to spark meaningful discussions about the things your company cares about: https://t.co/4LrNHuLUOa
January 10 - 8:00 pm - View on Twitter
Paul Federico talks about a unique art show he is a part of, in which the individuality of the artist can shine:… https://t.co/C9kbQf7g8n
December 27 - 8:00 pm - View on Twitter
The Princeton Partners team wishes you a joyful holiday season! Watch our holiday video here:… https://t.co/n6tlEOpmXO
December 21 - 8:29 pm - View on Twitter
We're in the holiday spirit! Take PPI's quiz on the hilarious holiday classic, 'Elf.' https://t.co/0uAbOsWsNl https://t.co/DLU01euQtk
December 20 - 9:08 pm - View on Twitter
Our CEO discusses the strategic planning meeting he attended w. @PHAnews & why the White House Garden inspired him:… https://t.co/NJGXmBVq8G
December 13 - 8:58 pm - View on Twitter
Our CEO created a brief quiz to test your knowledge of financial literacy in the US. The results may surprise you: https://t.co/uVwDP9ECzp
December 6 - 8:49 pm - View on Twitter
Associate Creative Director, Aaron, has come up with ten #gifts to avoid giving your #clients this holiday season:… https://t.co/BL1Q6G5lvk
November 29 - 9:15 pm - View on Twitter
Tim Burr weighs in on the the viral mess that New Balance is currently dealing with since a Tweet was misunderstood… https://t.co/j2B4UdrftD
November 22 - 8:00 pm - View on Twitter
Check out our CEO, Tom Sullivan, on the homepage of @NJBIZ this morning for an 'Industry Insights' piece:… https://t.co/WxFVAoUvK2
November 22 - 3:15 pm - View on Twitter
Check out the latest in our blog series the "Intern Spotlight" & get to know digital development intern, Gabriela.… https://t.co/cgazIIY6Fc
November 21 - 4:15 pm - View on Twitter
Following the election, many people are feeling anxious about the future. Our CEO suggests taking local action: https://t.co/xP9r4v2F6e
November 15 - 8:10 pm - View on Twitter
We had Chris's daughter, Ellie, visit us in the office today. She helped us with website coding and even took us ou… https://t.co/YUCgbBuLpi
November 11 - 9:33 pm - View on Twitter
Our VP of media shares his experience & main take-away from last week's industry conference, ad:tech. Check it out… https://t.co/3Ox0AuznMZ
November 8 - 9:31 pm - View on Twitter
This week's #InternSpotlight features Digital Development Intern, Mike Chen. Check it out: https://t.co/b2MR4hM45k https://t.co/N0A5ffFTbM
November 7 - 4:00 pm - View on Twitter