In recent years, big data has been a hot issue in the whole world and it seems that this trend won’t hit the wall in the following years. As for marketers, big data is playing a more and more important role when they are enacting marketing strategies.
What is big data?
Big data refers to the ever-increasing volume, velocity, variety, variability and complexity of information. For marketing organizations, big data is the fundamental consequence of the new marketing landscape, born from the digital world we now live in. The benefits brought by big data to a company are influenced by the compatibility as well.
What can we do with big data?
Big data can tell us much information about customers even beyond our imagination. But there are some limitations and we can’t trust every bit of data we get due to the low efficiency and accuracy of the data processing. Sometimes it could be confusing even misleading. It’s said that less than 10% of companies get to use the data they have collected effectively. Therefore, it’s not easy to deal with a large amount of numbers in the right way and get what exactly we want.
Is data itself enough?
We can make future marketing decisions based on past behavior the data provides but hold the fact that data alone is not enough. For now, visualizing data derived from big data is very welcomed. Marketers tend to conduct analysis of the market on the basis of the data they “see” intuitively. However, in my opinion, there are still two other critical points when it comes to new campaigns. First is the timeliness. Second is the creativity. I don’t think it’s possible for big data to give us adequate advice about these two facets. Of course, forecasting the trends is one vital mission of big data, nevertheless expecting the breaking news in the future is not what big data is good at. Marketers always need to make good marketing plans catering to the current affairs, especially the ones that happen out of people’s expectations to attain the optimal effects. There is no doubt that “out of expectations” means they are unpredictable for any analysis tools we have, including big data. Furthermore, perhaps big data can tap on human nature and tell you some conclusions drew from the behavior analysis but it can’t teach you how to fascinate your customers by what kinds of creative methods. You still demand some knowledge that big data may not tell you now.
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