HOW BIG COMPANIES MANAGE CONSISTENT MARKETING?

THE ANSWER LIES IN BIG DATA.

Every click of a mouse contributes to the increasingly online large and varied dataset. Analytics is the
software used to turn this data deluge into valuable insights – insights that are being put to use by a
broad spectrum of industries all over the world. Over the last decade or so, marketing has been
revolutionized by data analytics, allowing brands to deliver more targeted messaging and measure their
return on investment.

Marketing analytics strengthen your brand story.

Today the brands are collecting data at an unprecedented level. Turning that data into a consumer
experience takes an analytics toolset that helps you to make sense of your metrics. A recent report by
Salesforce, for example, found that 52 percent of customers are extremely or somewhat likely to switch
brands if a company doesn’t make an effort to personalize their communications with them. Today,
brands are personalizing their marketing efforts in a whole number of ways, gaining fantastic ROI in the
process. The likes of EasyJet, Marie Curie, and O2 have all used data from previous customer
interactions or geographical profiling to deliver targeted messaging to their customers. When this kind
of marketing is done well, customers feel like they are valued as a unique human being, not just another
number on a spreadsheet. [1]

They’re on an average of seven devices a day, whether on mobile, desktop or TV. They’re also in your
stores, at your events and contacting your call centers. With your audiences engaging with you in so
many ways, it’s important to regulate how your campaigns are performing to deliver a consistent and
personal experience across all channels. But telling your story isn’t just about targeting channels, it’s
also about targeting people. When they move from smart phone to tablet and from tablet to desktop,
analytics follow their footprints. More importantly, marketing analytics allow you to react immediately
to the steps along the journey and share relevant parts of your story at key moments.

$50 billion, that’s about how much marketers are spending on Big Data and advanced analytics
(according to a BMO Capital Markets report) in the hopes of improving marketing’s impact on the
business. This commitment reflects a belief that big data and advanced analytics can transform business.
While, at times, the promise has fallen short of the reality, some companies are already seeing
significant value. The world has become excited about big data and advanced analytics not just because
the data are big but also because the potential for impact is big. What drives your consumers to buy, the
answers can be easily decoded by understanding the data. Lead generation has been easy for the
marketers now; visualization enables the business, to quickly recognize the trends, exceptions, and
patterns within your analytics dashboards, and reports. To investigate quick fallouts, and how to cater
traffic and how to examine the pattern and insights to other important metrics.

With technological advancements such as in-memory computing and the rise of open source platforms
are driving opportunities to harness big data sets. These big data platforms facilitate rapid data ingestion
in a cost-effective manner and enable real-time data analysis and this allows brands to respond, react,
re-strategize their strategies to meet to growing needs, changes and compete.

Interaction

Locations Social Circle

Life style
Demographics
prefernce and Customer
intent

Behavious
Product
Usage and
Holdings
Pattern

Value

Fig1: The new context of data around the consumer. [2]

No wonder harnessing the big data is a huge task and is a crucial task on the marketers list,
when and how should they tap into big data sets and what should they do with it? What is the
best approach to realize the benefits? What are the opportunities and challenges? It is very
necessary to monitor the messaging strategy should be same across the channel, it should be
tailored experiencing across the channels. All these strategies, helps to curate a personalized
experience for individual to maximize the investment on return properly. In the longer term,
marketers can feed these new, real-time insights back into the organization to influence
product development and product pricing as well.
 FROM BIG DATA TO BIG MARKETING OUTCOMES

Product Life-cycle
•Customer Centric •Real-time management
Personalizing the online •Geo-Location
•Real-Time strategy
•Setting the right prices
•Showing right web •Statistical Modeling
content •Implementation of
•Enables marketrs to
characterize the technologies like
expeince over 4 Beacon.
Best possible way to Monetizing the big data
engage customers parameters for better for tagetted dynamic
experince. customers

Marketing leaders will need to start their journey by asking some important questions to
maximize the ROI from their big data investment:

 What should the big data analytics roadmap look like to attain the marketing objectives?
 How business outcomes can be influenced by leveraging big data around customers?
 What capabilities and services can be developed by leveraging big data that enable a
strong competitive advantage?
 What technology options will enable our big data analytics journey?
 Do we have the appropriate skills and resources in-house to embark on the big data
journey?

The opportunities from big data are vast and will largely depend on the vision and leadership provided
by the senior leaders in the organization. Senior leaders should enable the culture of experimentation
and learning by driving important pilots and point of contacts using big data. Based on the small
successes, these will pave the way for large-scale adoption of big data approaches in marketing, making
it more innovative and impactful to customers. On a broader perspective, the insights that can be
achieved from big data, varies over a wide range:
 Big Data 'Use Cases' Within Business

10% Customer Analysis

10% Operational Analytics

47% Fraud & Compliance

New Product & Service

Enterprise Data warehouse

Source: ADOBE [3]

Organizations have invested in big data analytics. Think of a business you know that depends on quick
and agile decision to remain competitive. In this article, we give five real-world examples of how big
brands are using big data analytics. Keep reading to gain more insights.
OPINION:
Data analytics is becoming essential part of the business, with the large amount of information
floating on the internet. In fact, the buzz around big data in marketing has risen to the point
where one could easily get the illusion that utilizing user-level data is synonymous with modern
marketing. It is important for marketers and marketing analysts to understand that user-level
data is not the end-all be-all of marketing: as with any type of data, it is suitable for some
applications and analyses but unsuitable for others.

From real-time marketing and huge amount of data telling the marketers and allowing them to
craft the experiences for better individual experiences but the matter of fact is also the data so
obtained in the online process is so biased and influenced. User level results cannot be
presented directly, so marketers need to very cautious while they are making the decision.
Depending entirely on the data might not have all the answers of the “whys?”.

This will probably strike you as counter-intuitive. Big data = big insights = big learning’s, right?

Wrong! For example, let’s say you apply big data to personalize your website, increasing overall
conversion rates by 20%. While certainly a fantastic result, the only learning you get from the
exercise is that you should indeed personalize your website. While this result certainly raises
the bar on marketing, but it does nothing to raise the bar for marketers. The data analytics can
help a marketer on a surface level, but cannot help with the ideation and implementation
process.
CASE STUDIES:
Solve advertisement problems and offer marketing insights.

Big data analytics can help change all business operations. This includes the ability to match customer
expectation, changing company’s product line and of course ensuring that the marketing campaigns are
powerful. Let’s face the naked truth here. Businesses have lost millions spent in running advertisements
that are not fruitful. Why is this happening? There is a high possibility that they skipped the research
phase.

After years of cautious enthusiasm, marketing and advertising technology sector is now able to embrace
big data in a big way (Medal, 2017). The marketing and advertising sector is able to make a more
sophisticated analysis. This involves observing the online activity, monitoring the point of sale
transactions, and ensuring on the fly detection of dynamic changes in customer trends. Gaining insights
on customer behavior takes collecting and analyzing the customer’s data. This is done through the
similar approach used by marketers and advertisers as illustrated. This result into the capability to
achieve focused and targeted campaigns. [4]

Netflix

Netflix is a good example of a big brand that uses big data analytics for targeted advertising.
With over 100 million subscribers, the company collects huge data, which is the key to
achieving the industry status Netflix boosts. If you are a subscriber, you are familiar to how they
send you suggestions of the next movie you should watch. Basically, this is done using your past
search and watch data. This data is used to give them insights on what interests the subscriber
most. See the screenshot below showing how Netflix gathers big data.
Amazon

The online retail giant has access to a massive amount of data on its customers; names,
addresses, payments and search histories are all filed away in its data bank. While this
information is obviously put to use in advertising algorithms, Amazon also uses the information
to improve customer relations, an area that many big data users overlook. The next time you
contact the Amazon help desk with a query; don't be surprised when the employee on the
other end already has most of the pertinent information about you on hand. This allows for a
faster, more efficient customer service experience that doesn't include having to spell out your
name three times.[..]

American Express

The American Express Company is using big data to analyze and predict consumer behavior. By
looking at historical transactions and incorporating more than 100 variables, the company
employs sophisticated predictive models in place of traditional business intelligence-based
hindsight reporting.

This allows a more accurate forecast of potential churn and customer loyalty. In fact, American
Express has claimed that, in their Australian market, they are able to predict 24% of accounts
that will close within four months.[4.1]
Starbucks

Have you ever wondered how Starbucks can open three branches on the same street and not
have their business suffer? The coffeehouse behemoth uses big data to determine the potential
success of each new location, taking information on location, traffic, area demographic and
customer behavior into account. Making this kind of assessment before opening a store means
Starbucks can make a fairly accurate estimation of what the success rate will be and choose
locations based on the propensity toward revenue growth.
References:

1. Today the brands.. https://martechseries.com/analytics/audience-data/the-importance-of-

2. Fig 1: https://www.informs.org/ORMS-Today/Public-Articles/October-Volume-40-Number-5/Big-data-
analytics-in-marketing

3. Fig 2: https://blogs.adobe.com/digitalmarketing/wp-content/uploads/2015/10/laxalt-fig1.jpg

4. The case studies: https://www.mentionlytics.com/blog/5-real-world-examples-of-how-brands-are-

https://www.icas.com/ca-today-news/10-companies-using-big-data