3 Big Data Hurdles Every Omnichannel Marketer Must Face

3 Big Data Hurdles Every Omnichannel Marketer Must Face

Unless you’ve been living under a rock for the past few years, you know that big data is driving the present and future of marketing – or all business operations for that matter. According to Gartner, the worldwide business intelligence and analytics market is expected to reach $18.3 billion by the end of 2017.

For all the potential it offers, the sheer volume of big data is growing at such a fast rate that marketers are struggling to keep up with the trends.

With so much information available, often times, the most difficult task is simply knowing what to look for and how to apply it to a marketing strategy. Even though every business has a unique sets of needs, each struggles with similar challenges along the way. Let’s discuss three of the most prevalent obstacles marketers face when dealing with big data.

1. Controlling Data Sources

In the early years of big data, gathering information was much more clear-cut than it is now. This was simply due to a limited number of sources available. Marketers were grabbing any and all the data they could to make more educated decisions. Fast forward to 2017, and the situation is reversed.

There are over 2.5 quintillion bytes ...

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How Big Data Can Enhance Your Storytelling Abilities in Content Marketing

How Big Data Can Enhance Your Storytelling Abilities in Content Marketing

Each day, 2.5 quintillion bytes of big data are created. More than likely, you’re familiar with the concepts of content marketing and big data. But, you might not know exactly how they can work together to create the best possible output.

A common practice that a lot of marketers immerse themselves in is judging their content content purely based on how many pairs of eyes they attract. In actuality, branded material needs to be focused on drawing in the eyes of people of whom are most likely to buy. More often than not, you are only selling to a specific subset of the population that is exposed to your messaging.

While the primary goal of any content marketing strategy is to spark interest in your product or service, randomly creating material without data-driven reasoning is a shot in the dark. Effective storytelling as all about being in the right place at the right time. Let’s talk about the profound impact big data has on your ability to do so.

Precise Targeting

Perhaps the biggest advantage of big data is that you can conduct in-depth research and craft your content according to popular demand. There are many ways to mine information across different channels to ...

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The Missing Link between Big Data Intelligence and Decision-Making

The Missing Link between Big Data Intelligence and Decision-Making

Big data intelligence is considered the Holy Grail of decision-making in business today. As far back as 2013, some 78% of US business leaders surveyed agreed with the statement that, “If we could harness all of our data, we'd be a much stronger business.”

Indeed, it takes a lot more than having a large amount of readily available – even real-time – information to unlock better, faster decision-making. Experts shout themselves hoarse advocating democratization and smart use of data, as well as fast track analysis, for everything from business intelligence to IoT:

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However, companies are not yet well-equipped to deal with issues emerging from the big data explosion. Issues like “TMI” (too much information) and “analysis paralysis” hurt more than help in decision-making. The answer to this conundrum lies in reducing the latency between data processing and decision-making.

Let’s delve into some ideas and best practices that might help you reduce latency between data collection, mining and decision-making, so you can reap full benefits of your big data tools.

Limit the Scope of Data

The first step towards minimizing analysis paralysis is to define appropriate processes, limits and expectations. Analysis is not a deliverable unto itself. Rather, it is a step in the project ...

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How to Use Lead Scoring Models to Plan Your Communication Strategy

How to Use Lead Scoring Models to Plan Your Communication Strategy

As lead generation methods become increasingly sophisticated, it’s no longer enough for sales teams to generate a lead and pass it on to the marketing department. Sales agents need to be clearer about lead scoring models. Marketers need to analyze and qualify leads based on the lead score and align their strategy depending on the stage of the customer journey where the lead is currently positioned. They also need to tweak their communication strategy accordingly.

This is a short and succinct guide to understanding lead scoring models and how best practices in lead generation and qualifying affect communication at various stages of the sales funnel.

B2B Communication Challenges

When you’re talking B2B, you usually imagine a large organization riddled with red tape. The product value is high, sometimes running into the millions. So it is natural that your customer journey is longer than usual. The complexity doesn’t stop here; consider these two stats:

Currently, 81% of all B2B purchases involve multiple decision makers. (Source: Ledger Bennett DGA)
By 2020 over 85% of B2B purchase decisions will be made without human interaction. (Source: Gartner Research)

It is easy to see that B2B marketing communication is in the middle of a giant transformation. There isn’t enough clarity or ...

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