Big Data and Marketing: Still too many amateurs

Big Data and Marketing: Still too many amateurs

A certainty: Big Data is (and will be increasing) a key factor in marketing strategies. Some uncertainty: companies are moving late. It is the result of research conducted by Forbes and Turns, in which over 300 managers and marketing experts were questioned. For 55% of respondents, data is a key element of a successful marketing strategy. Yet, despite this awareness, many managers admit that they moved late.

The survey divides companies into leaders, contenders, dubblers (i.e. amateurs) and laggards (the latecomers). Those who understood in advance the scope of change (the leaders) had clear advantages: higher levels of customer engagement and faster growth. Too bad that the leaders are only a minority (11%). On the contrary, amateurs and latecomers make up 47%. On the one hand, therefore, the certainty that big data are decisive.

On the other hand, a wide preparation. Two trends, apparently contradictory, that Forbes declines in four points …

1 # Big Data are effective because they offer measurable results in terms of loyalty, involvement and market growth.

2 # The awareness that data-driven marketing is a fundamental factor is growing. Businesses can no longer disregard efforts that push in this direction

3 # Data driven does not just mean producing a gigantic database. It means above all integration. Data-driven marketing requires an effort that involves the entire company organization, so as to guarantee data, highlight, marketing and mobile synergistically.

4 # Integration is often an underestimated element. There are few companies that invest in training, demonstrating that they understand that Big Data is not a nerd thing but affects all business sectors.

Big Data

Big data, here’s what companies are looking for

Big data, a theme discussed for all of 2014. That in 2015 work portraiture. Wanted Analytics has designed the trajectory of available places in this sector, yet to be discovered.

In the last 4 months, 2 thousand jobs have been created among programmers alone, with an increase of 337% compared to the same period of 2013. And, forecast analysts of the company responsible for the survey, the pace of recruitment will continue to accelerate. The request of some of the most sought-after skills, such as those focused on database design, has grown by 2700 % in the last 4 months of the year just ended compared to the last 4 of 2013.

Big data, that’s what the companies look for …

  • Database design
  • Quality assurance
  • Application development
  • Data warehousing
  • Adobe LifeCycle ES
  • Microsoft .NET Framework
  • MySQL
  • Software development
  • Structured query language
  • Java

Large retailers focus on Big Data

Thousands of receipts beaten every day, loyalty card data, stocks in stock, product deadlines, and supplier management. The Big Data into Big-scale distribution (GDO) are a reality for some years now and very important sector on new methodologies data to continue to improve, both in the management of the stores and in the customer.

According to a PWC study in 2020 each person will have more than six devices connected to the Net between smartphones, tablets, smartwatch and wearable devices. All devices that can be used to collect data on consumers, allowing you to better customize the offer. But from here to 2050, the technology will also enter the lanes of our supermarkets up to the packaging.

The challenge for the GDO is to know how to handle Big Data and extract value from a mass of numbers that if not treated carefully risks submerging us. An ICT4Executive article, for example, leads the supermarkets, which have revolutionized their approach to Big Data with over 100 stores.

The company now manages billions of records from cash registers, supply chain lines, warehouses and loyalty cards in real time. The depth of analysis has increased from 93 days to 5 years for each type of data, while the information on the receipts is available 15 minutes after the issue.

For large retailers, one of the key elements is the ‘real time’ analysis capability, as well as the flexibility of data management, aggregates and detail. Not to mention that in the part of the fresh supply chain, having an immediate photograph of incoming and outgoing goods is essential to avoid stock ruptures on the one hand and product waste on the other.

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