Big Data for Business
Leadership Brief -
Big Data for Business & Technology
Refresh Justification
Today we are flooded with an almost infinite number of data streams. From traditional sources such as registration and consumer purchasing platforms to social media feeds, tweets and Instagram updates the amount of new data being created and disseminated is almost endless. .
The challenge is not having enough data about your constituents. Rather, it’s knowing what data is salient and having the right data at the right time to reach your audience with the right message to deepen your level of engagement.
Almost every organization I know has various islands of data.
We are all struggling with ways to integrate that data into a holistic picture of who your consumer is and what makes him or her tick. Part of the challenge is having multiple vendors manage multiple consumer facing applications and platforms. Another challenge is the fact that various parts of your company engage the same consumer with various messaging about multiple product or service offerings. To the consumer it can feel disjointed and annoying.
We need to do a better job of first of all knowing what data we already have on our potential audience.
There are departmental systems that many organizations don’t even know exist! Once we know what we have we need to perform an analysis of what data we need to determine the delta between what we know about our consumers and prospects have and what we want to know about them. Then we have to find a way to integrate all of the necessary data into a set of assets that can be easily leveraged by our business clients to help them drive campaigns t deepen consumer engagement without having to be a “propeller head” who knows the intricacies of developing SQL queries and customized reports!
I know I routinely get marketed to by my cable provider to sign up for their “triple play” package. I find it interesting since I’ve been a customer of that package for over fur years already! Not providing a focused, targeted clear message to your consumer alienates them at a time when our greatest desire is to create a deeper, more personalized level of engagement. We want our constituents to feel that we know and care about what matters to them, not that we are throwing stuff up against the wall in the hope that some of it will stick!
www.seatconsortium.com / @SEATconference
Shared by Larry Bonfante
(SEAT Member & Strategic Partner)