Why might Big Data mean millions for marketing? Because it has the potential to create a more complete picture of the buyer, thereby empowering marketers to more effectively deliver the right message to the right individual at the right time – and ultimately increase sales. In the following brief video from DMA 2013, Marketo VP/Co-founder Jon Miller and Pentaho CMO Rosanne Saccone provide a crash course on what Big Data means for marketers. It covers:
- The defining characteristics of Big Data – Velocity, Variety, & Volume
- How marketers can leverage Big Data to blend operational information (CRM, ERP) and online data (web activity, social networking interactions) for new insights
- Sample Big Data use cases that organizations are green-lighting today to optimize customer interactions and drive marketing’s contribution to revenue
Note that this is an excerpt from a larger presentation – for the full video please click here.
We’d also recommend this blog post by Jon Miller for more context on Big Data in marketing.
For additional compelling use cases that leverage Big Data for marketing and other functions, see here.