What is Big Data, what is it used for and uses in Marketing?
What is Big Data
Big Data is in fashion. He is spoken of in universities, talks and conferences.
But what exactly is Big Data? Let's try to clarify this concept in reference to what all companies want to know about us.
The term Big Data was popularized in the 1990s by the American John Mashley, a theoretical computer scientist who published an article entitled "Big Data and the Next Wave of Infrastress," that is, Massive Data and the Next Wave of Infrastress.
In it, Mahey wanted to make it clear that the immense wave of data that was coming would shake the world of information technology and, in particular, its human and physical infrastructures.
Therefore, starting from this concept, we can say that Big Data includes both the storage of huge amounts of information and data as well as all the necessary procedures to find in them repetitive patterns that facilitate their manipulation.
Generally, this discipline is widely applied in the sector of communication and information technologies, as is obvious.
It can be defined as business intelligence in business management that aims to know the tastes and needs of consumers thanks to the comprehensive management of all information inputs received by the company.
We can call it business intelligence in business management, as it aims to know the tastes and needs of consumers. Big Data is the integral management of all the informative inputs that the company receives.
Do you want data?
In 2014, IBM announced that nearly 90% of global data had been created in the previous two years (2012-2013).
This data translates into an absolute need for professionals to handle and process as much information as is generated, giving your organizations a competitive advantage. All this information needs to be collected and stored in order to be able to carry out searches, analyses, comparisons, visualizations, etc. later on.
Hence the importance of Big Data and the applications that it may have for your company, which you do not doubt will be many.
In this sense you may have heard of the Chief Marketing Oficcer (CMO) becoming Chief Digital Officdf (CDO), an information leader whose function is to collect information from companies and their environment, in order to structure the information collected through various methods.
"You can't administer what you can't measure."
When Peter Drucker said "You can't manage what you can't measure," he predicted perfectly the current situation and, especially, how much is happening with the digital information that is generated every day.
Big Data is an essential element for company managers to be able, together with the help of other tools, to measure and know exactly what is happening in their business and be able to convert this knowledge into higher performance through better decision making.
Big Data is a computer revolution and when it comes to CIOS surveys, the need to implement a system of this type occupies a preferential place.
Eric Schmidt, Google's chief executive officer, said, "We generated more information in two days than in our entire history until before 2003. Such a volume of information can completely transform the world of marketing.
"We generated more information in two days than in our entire history until before 2003."
Today's consumer surfs the Internet every day leaving a clear trail over:
- Who is
- What interests you
- Who you are related to
- Where to buy
- And when
This information, called business intelligence, has to be collected in order to create accurate profiles in relation to our consumers.
It's like you can interview millions of people to get their opinions about your business, the products you sell, or just what they like best. That information, if well used, can have a positive impact on it.
That's how Google or Facebook work to offer you personalized ads on their pages according to your tastes. No, they don't read your mind, at least not yet.
The same goes for Big Data. If you manage to filter and catalogue this information, you will have a lot to gain when it comes to evaluating and directing your marketing campaigns, for example.
Did you know that there are companies that have managed to make automated shopping lists for their clients or to identify if their clients are pregnant?
Big Data and Content Marketing
Next, we will develop the different strategies to carry out a correct marketing of contents via Big Data:
We're referring to type tools:
Google Trends, in relation to search trends.
Marketo, which can strengthen your strategy through the rediffusion of content.
Sysomos, for the analysis of social media and their conversations.
Through them you will understand the reason why your customers come to you, even if you sell only one product and you will identify where they are in the purchase cycle (consideration, awareness and action), so that you can offer content and data according to their search criteria.
Don't forget to have a broad perspective on research and profiles. It will be essential for you to be able to manage information on purchasing patterns, to identify the areas and topics that arouse the greatest interest, on which to develop content that can capture the public are in the purchasing cycle they are.
Visits to traditional shops should also not be forgotten if we want complete information.
If you want to create a meaningful idea, you will have to outline guidelines for your brand to be unique in different channels, which will make your audiences identify better, whatever channel the message reaches them through and thus attract them more strongly.
A lot of data when creating content may affect the human side of what you mean. What you can do about it is to apply what you've learned about data analysis so that it points the way and the development of content, without having to lead the whole plan to carry out.
If you want content to reach audiences, it will have to be searchable, searchable and shared.
It's essential that when you create content, you consider what messages you're going to send and where you're going to send them before considering anything else. The channel you distribute it through is going to count almost as much as what you say, don't forget it.
Content marketing is booming. This is, without a doubt, the time for you to venture into it.
There are infinite spaces for creativity that you can find, but you must have the precise metrics if you want to know the most effective formats, as well as in which channel and in relation to which messages.
Remember that, from the beginning, a process of this type will require constant learning and retouching, but if you use your creative team and the right tools, you will be on the right track to contact your audience.
Why should brands create data-driven content?
Very simple. After analyzing all of the above, we can conclude that data are a priority in the movements of companies in relation to the positioning of their products and brands.
Both the data and its analysis are fundamental when carrying out product design, strategy creation, consumer awareness or detection of where the chain of the company in question fails.
However, the use of data and information can transfer current uses and affect a greater number of work and business areas.
The Big Data has the power to carry out the modification of the positions of the companies in each of their corners and all this, of course, through the data.
At this point, it is essential to refer back to the so-called Content Marketing. When companies design their strategies, they have their main allies in the contents. The same happens with the positioning of the marks.
It can be said that for many things, the contents are fundamental elements and this for several reasons:
- Content is the answer to the new needs of consumers, who demand from companies elements of added value along with information. Therefore, companies must, if they want to be competitive, create their own information portals on the topics that most interest consumers.
- Content is a key element for SEO positioning on the Internet. Producing content on a regular basis and doing so with quality will determine the activation of search engines.
In addition, the contents, at that time very important, can be improved through the application of Big Data. The fusion of content marketing and Big Data contributes to the reinforcement of the former, making it much more effective.
The rise of data journalism
Firms have yet to learn from the media, already well aware of the potential that the huge masses of data have. For this reason they have launched what is known as data journalism.
But what is data journalism?
It is an evolution of specialized journalism and more specifically of precision journalism.
Journalists now use much more extensive flows of information than before, due to the use of large masses of data, as well as the tools that allow them to develop stories through the use of these technologies.
Eye-catching items with enormous potential to become viral.
Thus, just as what works for the media may also work for companies, it would be crucial for companies to use their extensive data banks to obtain varied information with which to produce different and attractive content.
What should marks do?
Join the data journalism! And to do so with the enormous advantage that they can directly talk about them and without having to capture large databases, as the media are obliged to do. However, strange as it may seem, companies are finding it very difficult to take steps forward in this area.
What is the benefit of using big data?
The benefits of using Big Data when developing your content marketing strategy are many and are closely related to the positioning of companies.
It doesn't matter if the benefits are direct or indirect as long as the brand improves. In short, using Big Data benefits us because:
- Improves traffic. Consumers share more data-driven content which increases visitor ratios. On the other hand, being endowed with a special solvency, their useful life as well as their potential for future traffic attraction, is much longer.
- They generate value. Content marketing is booming and brands want to appear more and more in it. Companies fight for the positioning of their content, although in many cases, lack quality. If we want to stand out, we have to create differential contents, for which the prospection of the information and the data are usually very valid.
- They reinforce authority. To the extent that they help make the brand look like a subject matter expert. The articles reflect that they know what they're talking about.
- They reinforce the idea of transparency. By showing your information to the world and have an impact on the way you see the company from the outside.
- They develop a learning function. By allowing you to look at the data from another perspective. This occurs as a much more indirect effect and in relation to the operations carried out between the company and its consumers.
In conclusion, Big Data is a huge pool of data that, when used properly, can help you create effective content that enhances the activity of your business.
On the one hand, this will improve your search engine positioning and, on the other, attract new users. An infinite loop from which only you and your business will gain.