What makes big data great for marketers
In my opinion, the power of big data lies mainly in two areas. On the one hand, big data provides big analytics. By combining high-volume data from multiple sources and processing it at high speed, interesting datasets are created. We as marketers, and of course your entire organization, can gain valuable insights from this. By loading data from different sources into a DMP, for example, and performing analyses on it, we learn a lot about the customer. You can use these insights to shape the customer journey, for example. You can use the data to answer questions such as: what keeps your customer busy and which micro-conversions ensure that he or she takes the next step in his or her journey?
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Based on various insights, you are able to create profiles that show what your target group is interested in. What questions are at stake? What information is someone looking for after he or she has found the answer to a previous question and how can you ensure that you come up with a relevant message that really offers added value? The properties of big data enable you, with the right interpretation, to find the driving forces behind certain developments. Based on this data, you can make predictions with predictive analytics.
Big automation
The second great power of big data is big automation. The speed behind big data with which data is continuously changing, enables you to make reasoned decisions based on the insights obtained. hongkong cellphone number A good example of this is courier service UPS, which sends more than 10,000 route optimizations to its trucks every minute from hundreds of data sources. Optimizations that are created by prescriptive analytics. An automatic system provides advice on the most optimal next step based on real-time insights. In the case of UPS, this is the most optimal route with which the company saves millions of dollars in diesel annually.
Who were all fanatically collecting vegetable gardens at Albert Heijn? When Albert Heijn started the campaign two years ago, social media exploded with messages about vegetable gardens. People shared their vegetable gardens and tips en masse on social media. Albert Heijn made good use of this by putting many of these vegetable gardens in the spotlight. A great way to increase the involvement between the customer and Albert Heijn.
In addition to posts like these, the webcare team was also very busy responding to all the beautiful vegetable gardens of customers. Through this collaboration between marketing and customer service, Albert Heijn was able to give the campaign an extra positive charge in a personal way across all channels.