Big data can be used to help create targeted and personalized campaigns that ultimately save money and increase efficiency by targeting the right people with the right product at the most appropriate time . How exactly ? By gathering information and learning user behavior .
A consumer ’ s digital footprint today is increasingly valuable in this personalized era of marketing and advertising . For instance checking a travel destination on Google will lead a consumer ’ s social media and digital world to be flooded with ads about this phone . With this information , companies can target users in existing online communities , and then use the data to better understand and identify patterns in user behavior .
These are the types of insights that can be gained from big data . For the marketing and advertising sector , this has meant more sophisticated analysis of things such as online activity , point-of-sale transactions and on-the-fly detection of dynamic changes in trends .
But why is this so crucial ? Smart agencies will proactively embrace big data . Obviously it can make creation of messaging and the means of engaging customers much more effective . And it can also improve efficiency .
That means a marketer can accomplish more for less . Any agency that resists the benefits of big data puts itself on a course for flying out of the door .
While engaging clients by exploring their big data opportunities can help move up the game for players , staff apprehension can also be an obstacle to embracing big data . In some aspects it is an alien concept intruding on a fairly comfortable employment model .
Smart agency leadership will need to make sure that their own people understand that big data can make their work more effective and thus more valuable .
Big data will bring in an increasing number of new client side people . We thus need to see agencies starting to employ diverse analytic talents like actuaries , anthropologist , ethnographers and ethnographers to remain competitive .
Dudes that are trained in technology but are not necessarily strong in marketing . Big data is technology based . And like all
disciplines it has its own terminology and jargon .
Agency people need to learn that terminology and jargon so they can communicate effectively with their opposite numbers .
No agency , not even the giants , can become expert in all the ways big data can be accumulated , analyzed and managed .
Thus , every agency will want to enhance its collaborative relationships with firms specializing in big data .
Some which have already been selected by the client and others that you connect with independently .
Timothy Oriedo is Certified Big Data Scientist ( MIT ), Executive Coach , and Data Science Managing Consultant at Metropol Corporation . You can commune with him on this or related matters via mail at : Timothy . Oriedo @ predictiveanalytics . co . ke .
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