Joshua Dreller, Director, Content Marketing @ Kenshoo
Big data marketing was just a buzz word ten years ago but is basically just the baseline standard in marketing these days. Marketers are expected to make data-driven decisions but there’s so much data to sift through that sometimes it can be a bit overwhelming. The key is to understand which data to use for any given decision and how it needs to be sliced and diced to drive marketing decision-making.
Great marketing starts with instincts, but these days, it also involves carefully analyzing big data sets for campaign planning, execution, and reporting. With all the big data analytics tools marketers now have for measuring success, marketing is, more than ever before, just as much about science as it is intuition.
So what is big data marketing? Essentially, exactly what it sounds like. Giant data sets that can give highly specific information about how systems are functioning within a company, audience behavior, and marketing trends within an industry.
Big data has the potential to give greater insights into nearly every area of marketing–from strategy to content and even social media marketing, which is probably why adoption is so widespread. A recent study by Dresner Advisory Services found that big data analytics adoption by enterprise companies grew from just 17% in 2015 to 59% in 2018, and those numbers are only expected to increase.
Here are just a few ways big data marketing is transforming the industry:
A deep understanding of audiences is critical for fostering a sense of connection—especially in the online world, where brands have seconds to earn attention. Knowing exactly what audiences are looking for is incredibly helpful for making those all-important connections. It’s the difference between a salesperson saying “Let me know if I can help you find anything” when a customer walks through the door and “I have a feeling you’re looking for a blue cardigan.”
If the salesperson is right, the customer is much more likely to leave the shop with a new blue cardigan. The same goes for keywords. If brands can accurately assess what searchers are looking for, they are much more likely to answer those searchers with relevant content.
That’s why savvy search marketers always have an eye on Google Trends. It’s a simple and free way to tap into big data insights for quickly checking out what audiences are searching for and slice and dicing big data.
Google Trends enables any marketer to explore big data insights
Google Trends highlights trending topics across the web by quantifying how frequently a particular search term is used in relation to the total search volume. This means that marketers can see instantly how popular specific search terms are across countries, regions, and languages. Google Trends also allows marketers to discover new trends among audiences that they may have missed otherwise.
Understanding how audiences are searching and exactly what they are searching for is a game-changer for planning digital strategy–allowing for easier, more natural insertion of relevant keywords and taking the guesswork out of creating keyword-focused campaigns.
Big data in social media is completely changing the ways many marketers interact with their customers across platforms. Sophisticated tools can increasingly show brands instantly how well their content is performing across social, allowing brands to actively listen in real-time to how customers are responding.
However, much of the data on social media is considered “unstructured,” meaning all those shared posts, comments, and messages primarily go unmeasured. But many organizations are beginning to harness the power of big data analytics tools for social media in order to factor audience behaviors into their marketing strategies.
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For instance, in 2017, the London Underground analyzed tweets mentioning the Underground in conjunction with its geotagging feature, which allows users to show exactly where they’re posting from. The Underground was able to gain tremendous insights from big data via social media in order to better target each station’s rolling billboard ads based on audience sentiment at different times of day in different locations.
As marketers begin to collect data from nearly every stage of the buyer journey across many different platforms, finding the tools to utilize that big data marketing becomes more challenging. According to the Dresner study, the most critical big data analytics use case comes from data warehouse optimization. These findings suggest that many businesses have plenty of data–and now all they need are the right tools to harness it.
Kenshoo’s suite of marketing platforms helps advertisers to drive performance, stay productive, and stay sharp with the campaign insights to enable data-driven decision-making.
Our platforms include:
Want to learn more about how Kenshoo Search can help you be more productive, drive performance, and gain valuable insights to optimize your search engine marketing campaigns? Contact us today or set up a quick and easy demo.
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