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the increasing sharing of information linked to the habits, preferences or expectations of consumers gave birth to Big Data. This mass of data can be profitability by the company to better respond to its customers. It can present a real competitive advantage.

Mainly used by marketing professionals, Big Data is increasingly attracting companies. They integrate it into their BtoC or BtoB strategies.

Understanding Big Data

Big Data defines the use of technologies and methods to analyze datasets. It is a question of detecting and making exploitable certain market trends, or consumer behavior.

Big Data is used in particular by marketing professionals to refine their targeting and analyze all facets of consumer behavior. The data resulting from their purchases on the internet or in stores, their preferences on social networks and their internet browsing history (cookies) thus serve as a references to understand global behavior.

We also talk about Smart Data, Data science or Analytics.

Big Data is on the rise in France. According to the 2014 barometer carried out by IDC for EMC2, the data is still little or badly exploited. 70% of the data collected by the company would not be used. The main obstacle could be according to the barometer “the lack of internal skills”. Nevertheless, initiatives have multiplied between 2012 and 2014. 43% of IT departments launched projects or discussions around the use of Big Data in 2014.

Why use Big Data?

Challenges for the company

In the same company, several departments may be involved in the implementation and use of Big Data: IT, sales, marketing, etc.
Big Data is used the most in marketing departments. They are considered as precursors in the implementation of new strategies.

Through these services, Big Data responds to several challenges for the company:

  • Improve the customer experience,
  • Better understand behavior prospects and customers,
  • Anticipate needs and adapt campaigns marketing.

The implementation of new processes linked to Big Data can also allow thesupply chain improvement, decision-making mechanisms and a significant competitive advantage.

From benefits for business marketing :

  • Improve the effectiveness of advertising campaigns, whether online or not,
  • Refine the targeting of prospects and customers,
  • Analyze the behavior of prospects and customers at 360 °: in-store and online purchases, internet browsing habits, preferences entered on social networks …

The sources analyzed may vary : transaction history, multi-channel interactions, social networks, data transmitted by loyalty cards for example.

Towards new marketing strategies

Big Data allows the adaptation or the implementation of strategies for the marketing of the company. They offer a new answer to the problems of the company or its projects.

Two major angles can be isolated:
Behavioral analysis in real time in order to promote multi-channel promotion and influence consumer behavior: promotional offers, geolocated targeting, etc.
Segment analysis in order to better target and better identify prospects.

Some examples of the use of Big Data:

  • Predictive analytics, that is to say the adaptation of a marketing message to a probable action of the consumer. Example: an advertising message for a hotel in Paris when the Internet user is looking for a trip to Paris,
  • the marketing automation, that is, automated marketing. Example: sending an advertisement according to geolocation or anniversary date,
  • Native advertising,
  • Advertising retargeting,
  • Customizing search results, for example on Google.

Collect the data

The data can come from different channels, which do not necessarily correspond to the same businesses and the same departments in each company. The channels can be digital or not, or have their own analytical application.

It is then a question of centralize this data in the same set.

  • Establish an overview of existing data channels,
  • Set up new media to collect additional customer feedback: online questionnaire or in-store questionnaire, application, website, social networks, loyalty card, etc.),
  • Use an outsourced solution, or develop an in-house solution to manage the flow of data.

We can also distinguish the internal data, which the company produces and stores, and the external data to which she can access.

Analyze the data

The large flow of data and information can present a risk to the company, by drowning the objectives in the volume.

To avoid this risk, the customer or prospect must be placed at the center of the analysis : How can data improve the shopping experience? What information do you need to adapt the product or service to your expectations or behavior?

A company’s Big Data project can be developed around several axes:

  • Concentrate the effort on the customer and on the targeted result,
  • Use data to strengthen its competitiveness,
  • Combine statistical analysis and predictive analysis to refine the results.

Some Big Data solutions and tools

Accenture
Access France
Appex
Bluestone
Cloudera
Datastax
Keyrus
Microsoft
SAS
Vize

Find out more

Interview: Advertising targeting: a solution to improve the processing of behavioral data
Retargeting: advertising retargeting for e-merchants

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