J. Robinson Group Blog
June 9, 2017

When it Comes to Business Intelligence, ‘Big Data’ is the Key

Mary MahoneyBY Mary Mahoney

J. Robinson Group Blog

Having data and knowing how to use it are different things. The sheer growth in data collected has created vexing challenges, even for the technology companies that process the global transactions upon which much of the data is based.

virtual smart phone

According to IBM, humans create 2.5 quintillion bytes (that’s 2.5 (10 18 bytes) of data every day. In fact, 90 percent of the world’s data has been created in the last two years alone.

This information comes from all over, IBM says, encompassing sensors used to gather climate information, social media posts, cellphone GPS signals and online searches and purchases, among other data.

How can companies use all this intelligence to improve their marketing plans? The answer varies by the type and size of a business and the actual data it might have at hand.

For small businesses, using simple tools like a Google search engine and social media platforms are enough to help analyze and reach targeted audiences.

The variety and complexity of marketing with Big Data was explored by NgData, which asked 24 marketing experts to describe the single most effective way to leverage Big Data in their marketing strategies.

Linda Popky, president of the Silicon Valley-based strategic marketing firm Leverage2Market Associates, offered this response: “The problem today is not access to Big Data,” she said. “In fact we’re practically drowning in data! Marketers today need to do more than just collect and analyze data. They need to be clear as to how the availability of this data will impact their marketing strategies and initiatives.”

Jeremy Waite of the IBM’s Watson Marketing division says smart companies should focus on the following five “Vs” of dynamic data, then search for the technologies that best bring meaning to them:

  • Volume: How much data should you be measuring?
  • Variety: How many different kinds of data do you need and from how many channels, and how much is useful?
  • Velocity: How fast is your customer data traveling?
  • Veracity: Is your data accurate?
  • Value: Capturing valuable data is important, but make sure that you’re creating more value for your customers than you’re capturing.

“Executives who make sense of the ‘5 V’s’ will find 2017 a good year to do business,” Waite said.  “They’ll feel less overwhelmed and more optimistic about their business because they will be better informed. Think big, start small and scale fast.”

John Fleming, marketing director for WebTrends, makes the case for investing in technology to help gather and crunch data: With the right technology, you not only can gather more data, you also can extract it and feed into many layers of your marketing initiatives, from behavioral information to and from your mobile app to email and your corporate customer relationship management program.

“By bringing these different elements together, you will be one step closer to a single customer view, the Holy Grail for marketers,” he said.

In the next and final post in our digital marketing series, we will explore the promises and challenges of “future media,” including artificial intelligence and virtual reality.

May 10, 2017

Mobile is the Future of Digital Marketing, and the Future is Now

Mary MahoneyBY Mary Mahoney

J. Robinson Group Blog

You don’t really need data to see the future of digital marketing.

virtual smart phone

Now that smart phones are permanently attached to most of the population, it’s pretty clear the future is all about mobile.

For accessing the web, mobile usage already has surpassed desktop activity in most of the world, with mobile online time in the United States now hitting 71 percent, according to comScore Mobile Metrix. 

According to Google, we look at our phones about 150 times a day, with 68 percent checking in within 15 minutes of waking up. And a full 30 percent of us admit to feeling anxious if we don’t have our phones with us.

So, while making sure your internet strategy is compatible with smartphones obviously is key, that’s often much more complex than many people realize, and the complexity varies depending on your business and your targets.

There are a host of online resources to help businesses navigate the mobile landscape, offering guidance on everything from SEO optimization to the importance of branded apps.

Most experts agree that simplicity, speed, brevity and use of photos, video and social media are key.

One recent report from Google, Micro Moments: Your Guide to Winning the Shift to Mobile, boils the mobile landscape down to four basic points:

  • Be there: Being there on mobile is imperative to shape decisions and preference, Google says, noting that “one in three smartphone users have purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it.”
  • Be useful: Google says if you aren’t “useful in the moment, not only will consumers move on, they might not ever come back.”
  • Be quick: “Consumers won’t wait for a clumsy mobile site or app. They expect to move at lightning speed,” Google says.
  • Connect the dots: “You don’t have mobile customers and desktop customers,” the report says. “You just have customers. Organize your teams around a single view of the customer however they convert.

In other words, a company’s mobile strategy must be “Immediate. Relevant. Frictionless,” Google says. “That’s the experience consumers expect when they turn to a device to find, do, or buy something. To win, marketers have to be there to meet them in these micro-moments.”

In later posts we will explore the promises and challenges of big data and future media, such as virtual reality.

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