Wherever you are there is data. You could say that Big Data surrounds us, follows us in everything we do. If there are images, formulas, cameras, microphones or even medical scanners, there is data and, although it sounds strange, there’s no information. If we do not submit all the data that we constantly generate to an in-depth analysis, we will not get any information. It is this information, after all, which most interests marketing teams. Knowing how users behave, what they like, what they buy, where they look, what they eat when it rains, what time they leave the house when there is an attack … and so on, in fact any variable that occurs to us, is information capable of being part of Big Data. One only has to know how to extract that information and interpret it, then apply it in effective marketing campaigns.
Attempting to make a blog post explaining Big Data with all sorts of details and analysis would be ridiculously pretentious. We have chosen to summarise it in 4 (although some simplify it in 3 and others extend it to 5) well-known “V”s of Big Data:
We should briefly mention that Big Data is composed of tonnes of data that, thanks to a really complex software, is analysed and becomes useful information. For example, in a marketing department where the managers would have an uphill battle trying convert that information into specific actions, drawing conclusions about the behaviour of users / consumers.
As we said earlier, data is everywhere you go: when you send an email or retweet somone, if you put pictures of coffee or incredible landscapes on your Instagram, if you listen to a song repeatedly, if you order in pizza when it rains, if more newspapers are sold on Sundays in spring or summer … The data is infinite, just like the imagination. The big challenge of Big Data, in this case, is to manage this large quantity and variety of data, combine variables and obtain useful information so that brands can react and adapt to the immediate needs of their potential customers.
Just as users are constantly connected, marketing departments need to get the results extracted from the data with immediacy so that they can react in time. That is why the process of obtaining, analysing and sending reports is a chain of events that’s almost in real time in Big Data. That’s what makes Big Data really a useful tool when it comes to managing marketing campaigns, for example.
Like everything in the world of communication, there are reliable sources and sources which aren’t so much. The same goes for Big Data. In order to get reliable analysis, we must take a good, hard look at where the data comes from, understand it and then apply it to our sector in order to obtain the results we are looking for. The subsequent actions are almost as important the Big Data itself. If we have good information, but we do not know how to transform it into concrete actions, it won’t be useful to Big Data. That is why we stress the importance of having marketing professionals and web analytics to interpret this behavioural data that will give us valuable information when it comes to raising campaigns and actions.
If we focus on social media in particular, Big Data in itself as well as its competition could be of great use in advancing and offering solutions to our customers before any other brand. Know how your fans compare to ours: how they act, what tastes they have, what, how and when they consume … and countless other variables which we can play with when creating original as well as effective campaigns. As you can see, the 4 “V”s in Big Data, if handled properly, could lead to the 5th and final V of Victory in our marketing campaigns.