Large data landing: Five steps to get data driven marketing

According to Iris Consulting Statistics, 2013, the domestic network shopping market transaction size reached 1.85 trillion yuan, an increase of 42%, is expected to 2016-2017, the domestic network shopping market transaction size will reach 4 trillion yuan. When consumers make use of the Internet, intelligent terminal equipment and other digital media to deal with the decision-making, for enterprises, these massive data is becoming rich in business insights and market competitive potential of valuable resources.

With the rapid recognition of large data value, the application of large data in different industries has become the focus of attention, and it has become a major trend in the development of data technology in the 2014. At present, large data marketing is no longer a marketing term, has grown from the concept of budding into practical business applications, the enterprise to achieve business transformation strategy for the new choice.

In the "2014 Teradata Big Data Summit", Teradata for large data landing practice, sharing through five steps how to help enterprises to use data-driven marketing, and large data assets into a real "monetization" of the proceeds.

The first step: shun the trend, talk about strategy

The marketing department, the sales department, the IT department, and the entire senior management team need a unified strategy. This strategy must focus on the core business objectives and cover the following 5 areas: Customer interaction, analytics, data, organizational change, and technology.

Step two: Break the gap

Through a survey of 2,200 marketers, Teradata found that most marketers believe that internal and external marketing barriers will hinder their effective marketing. At the same time, Gartner predicts that the chief Marketing Officer (CMO) will spend more on information technology than the Chief Information Officer (CIO), and any doubt will vanish. Now more than ever, marketers need to work with IT staff across the enterprise.

Step three: Unlock the "Data wool ball"

If the company does not have the ability to handle information from various sources, it will lead to the accumulation of interactions, applications, data and processes, creating a cluttered data environment. This messy data environment, I call "data wool ball". Surveys show that a cluttered data environment results in only 18% of marketers using a single view to observe customer interaction. Marketers need to carry out small pilot projects throughout the enterprise to unlock "knots" on each line.

Fourth Step: Index first

Why even now, marketing is still hard to prove its worth. Because few CMO understand how to drive and evaluate ROI. First, marketers must define which macro metrics can best reflect their efforts to drive business development. Then they need to share these results with the top executives to enhance transparency and prove the value of marketing.

Fifth step: Flow in the mainstream

Most business leaders don't think the process has any meaning. But when the process brings a competitive advantage or promotes brand affinity, it becomes interesting. Temporary methods are no longer effective. Today, marketing needs to be flexible, thus shortening the marketing cycle and improving the effectiveness of marketing operations. Successful marketers streamline, automate, and innovate processes to improve marketing performance, enhance customer experience, and increase sales.

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In the final analysis, Big Data marketing is the use of these data into the real value of the strategy and actions to help enterprises in the "digital impact" of the tide to discover and achieve huge business value. In other words, large data marketing on the basis of data analysis, relying on data-driven, committed to achieve accurate customer communication, and then put forward personalized products and services, through efficient matching customer demand, improve marketing performance.