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7 Ways Big Data is Revolutionizing Marketing

16th Nov 2016
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Combined, big data and analytics are causing big changes in sales and marketing. This will impact pricing, content marketing, and customer relationship management. What’s even more exciting is that while larger enterprises have been using big data and analytics for quite some time, there are now opportunities for smaller brands to leverage this information as well. Let’s take a look at seven ways in which big data will revolutionize marketing.

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Marketers Are Employing Big Data to Help Develop Better Customer Insights

When it comes to understanding customers, even the most data driven methodologies have been fairly reliant on instinct. After all, customer persona development, market research, even directly seeking out information from customers themselves isn’t an exact science. Big data can be used to reveal customer behavior across the buying process, for example. Marketers can then use this data to determine the best ways to reach those customers.

Big Data Can Help Marketers Move Their Focus From Campaigns to Customers

Building on the previous point, as big data helps marketers by providing deeper insights into their customers, they will be able to shift strategies from campaign based efforts to customer based marketing efforts. Marketers know that it is the relationship with the customers that is most important. Good customer relationships drive trust, conversions, and brand loyalty. When marketers can use data to focus on customer relationships, they can build holistic marketing strategies. These will focus on forging connections with customers rather than simply getting their attention.

Marketers Can Use Big Data to Help Them Create Personalization in Real Time

Without the ability to collect and analyze cross-channel marketing data, the ability to be truly responsive to customers is limited. This has historically meant that personalization efforts are a bit generic. Companies that use big data are now beginning to turn this around. Real time personalization leverages data to create personalized customer experiences that closely resemble what would happen in a brick and mortar location.

Big data can be used to give marketers information about all customer interactions. This wide ranging information can do so much more to teach marketers what they need to know than data collected from other methods. One way that big data can provide new insights is through the collection, storage, and analysis of social data. This goes beyond operational and standard analytical data, and provides a pathway for marketing analysts to get some great insights based upon social behavior. It could be that this does more to reveal what makes customers tick than anything else.

Big Data Will Have a Huge Impact on SEO


As companies begin  using big data to drive their marketing efforts, it makes sense that they will first go for the most value added applications. Ask any CMO, and they will point to search engine optimization as one of their primary goals. It only makes sense that data analysis will be used to that end. After all, the fact remains that simply being in a desirable position in the right search engine results is huge. One thing that will be interesting to see in the future is whether or not companies will strictly adhere to the standards established by search engines when planning for SEO, or if they will use data to stay one step ahead of the game.

Jason Hartman of the Hartman Foundation, states that “Any upcoming entrepreneur needs to recognize the value of big data. At first it is messy and complicated. However, once new brands embrace data, they have unlocked their potential. This is so exciting for us!”

Sales Forecasting Will be Significantly More Accurate

Businesses are constantly faced with sales forecasting challenges. How do they know what to sell, and when should they push that product or service? When is it time to shelve things, and when is it time to take a chance on something new? In other words, when is the time right. Thankfully companies that embrace big data can coax this information out will be able to accurately reach out to their most motivated audience members.

Brands Will Use Big Data to Gain a Competitive Advantage

This is simplistically binary, but ultimately important. Until recently, the main roadblock when it came to using big data was accessibility. Big companies used big data because they had the manpower and financial  resources to do so. Now, big data is something that anybody can use. This means that the competitive advantage is going to go the the companies that are actually willing to invest. The ones who do, stand to benefit when it comes to outmatching their competitors.

Salespeople Will Use Big Data to Identify High Value Leads

Gut feelings; a good salesperson can seemingly turn a miracle with only their gut leading the way. At least that is what we’d like to think. While gut instinct shouldn’t be ignored, the idea that a salesperson’s instinct should override what data reveals is ridiculous. Fortunately, as data begins to drive sales and marketing, sales people will be able to use that to determine which leads are most likely to become fruitful for them.

Thanks to the falling price of data storage, big data is more accessible than ever. The increasing number of big data and analysis tools that can be used by non technical people has also had an impact. Forward thinking entrepreneurs and C level marketing professionals will take advantage of this. They will use big data to keep their sales team well informed, to create content that drives customers through the sales funnel, improve search engine optimization, and overtake competitors who are thus far ignoring the potential of big data.

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