September 24, 2013 brandlogik

Big data approach means business empowerment for all

In one of our previous posts on Big Data we looked at how a Big Data approach can let you see your brand’s performance before it happens, because of the competitive and marketing advantage it gives you.

Business owners often ask me if Big Data really will make any difference for them and how is it possible to gain a competitive advantage if you don’t have the time and resources to adopt an enterprise level Big Data strategy?

Many of the tools used to help get insights are available to everyone and can empower virtually every business.

You may feel a Big Data approach is only for the big boys, however many of the tools used to help get insights and measurements are available to everyone and can empower virtually every business.

It’s probably not feasible or appropriate for you to have a team of data analysts sifting through your company and customer data in the hope of uncovering actionable insights. But you probably already have feedback and listening systems in place that tell you about your brand performance and the thoughts and views of your customers.

BigData2You probably have a social media account like Twitter, or Facebook, that gives you the chance to measure and react to your sales and marketing messages and brand performance. You can listen and absorb what clients and potential clients are saying about you and your competitors and what they’re looking for from you and other companies. Twitter and Google, for example, make great Big Data tools, as their open search engines can give you a large amount of free data and information that can help drive your business and brand decisions.

You may not have the luxury of full-scale data analysis, but if you take the time to think and digest what social media and organic search results can tell you, then you’re using a Big Data approach where you decisions are based not on gut feeling alone, or conjecture, but on live social data mined from your own and other easily available sources.

If you operate in a B2B environment, there is no better Big Data tool than LinkedIn where you can use saved searches, build prospect lists and search a wide variety of criteria to build a unique data-rich resource to help drive your new business strategy, without even having to pay for a premium account. With the right Big Data approach you can use LinkedIn as your own personal new prospect database.

Google AdSense and Facebook advertising both give you access to a rich resource of potential targets for your products or services, that can also be approached with a Big Data mindset to ensure your marketing campaigns and brand promotions reach their desired targets. You get fast, accurate feedback on the effectiveness of your campaigns and this speed of response is exactly what a brand owner needs to measure and respond to brand communication. It takes a willingness to be flexible and to have the speed and desire to adapt and evolve.

Your website too is one of the primary resources of easily available data. Once you have registered your site with Google Webmaster tools, you get measurable information on how visitors are using your site without having to pay for expensive analysis. If your site is built on a platform like WordPress, you also get great tracking and feedback from useful plugins like Jetpack, that help you learn more about where your users come from and can help you get more and better traffic from your web design and content.

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

So you see these are all things any marketer or business owner can do right now to begin to adopt a Big Data mindset and help grow your business in a competitive and cluttered market. The most important thing, however, is to be ready to adapt as soon as useful information becomes available. As Charles Darwin said “it is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

The Big Data model then is to become the Amazon or the Netflix of your market, by being the business that listens to and responds to what your clients want now and will probably want tomorrow and you’ll find that this approach can help you empower your business and your brand and give you confidence in, an ownership of, your future.

Eugene Burns




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