Tag Archives: big data

Big Data Challenge: Measuring Marketing ROI

12 Dec

As we know, big data is a big deal. And it’s challenging too. Hence, we turn to a big data challenge: measuring marketing ROI.

If you have followed Evans on Marketing, you aware that we have reported regularly on big data. So, take a look at these examples:

 

Big Data Challenge: Measuring Marketing ROI

Even today, measuring marketing is hard. And this is with the availability of big data.

With that in mind, Malinda Wilkinson, writing for Business Group asks this question. “Marketing ROI: Big Bucks Or A Total Bust?” Consider these observations:

“Are your campaigns driving big bucks or a total bust? That’s the most important question we have as marketers. To determine this, you have to connect the dots. And unlock the value of the data. However, depending on the current state of your data, you may not even know where to start. When it comes to your metrics, most marketers likely fall into one of these three categories.”

You don’t track anything. People fall into this category because they don’t know what to track or how to track it. Also, they also may not have the right tools to best monitor and report metrics. Unfortunately, when you’re not tracking anything, it is hard to determine what’s working well. And if your marketing investments are worth it.”

You track the wrong things. You might track some metrics. But the real question is – are they the right metrics to track? To answer, be sure data are relevant, meaningful, and unbiased. The goal of metrics is to enable better decisions and improvements that drive your business forward.”

You track everything but are overwhelmed by the amount of data. Do you have so much data that you can’t make heads or tails of it? That is information overload. In this case, you track all the data. But you don’t know how to isolate key information and focus on what will move the needle.”

 

Tips to Measure Marketing ROI

To measure marketing ROI properly, Wilkinson offers these tips:
  1. “Set goals based on business objectives.”
  2. “Identify what data you need to track progress against those goals.”
  3. “Make sure data are meaningful.”
  4. “Define your metrics.”
  5. “Assess the current state of your data.”
  6. “Invest in an analytics tool.”

Click the image for further discussion of the tips.

 

Big data is a big deal. And challenging too. Hence, we turn to a big data challenge: measuring marketing ROI.
 

Thinking About a Career in Data Analytics?

22 May

As we know, data analytics and big data are extremely important to millions of companies around the world. So, it is pretty clear that new jobs in data analytics are opening every day. If you are an analytical person, think of the career possibilities.

According to Dataconomy:

“The importance of big data and data analytics is going to continue growing in coming years.  Professionals in this field can expect an impressive salary, with the median salary for data scientists being $116,000. Even those who are at the entry level will find high salaries, with average earnings of $92,000. As more and more companies realize the need for specialists in big data and analytics, the number of these jobs will continue to grow. Close to 80% of the data scientists say there is currently a shortage of professionals working in the field.”

Many who are working in the field today have more than one role in their job. They may act as researchers, who mine company data for information. They may also be involved with business management. Around 40% work in this capacity. Others work in creative and development roles. Being versatile and being able to take on various roles can make a person more valuable to the team. Being willing to work in a variety of fields can help, too. While the technology field accounts for 41% of the jobs in data science currently, it is important to other areas too. This includes marketing, corporate, consulting, healthcare, financial services, government, and gaming.” [Red signifies marketing-related opportunities.]

 

Infographic Source: Dataconomy

 

Connected Vehicles Generate BIG Data

14 Feb

This post is a follow-up to yesterday’s.

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As we know, the auto industry is in the midst of a major technological revolution. Although self-driving vehicles have garnered a huge amount of attention, “connected” vehicles will also have an enormous impact on marketing. Why? From the consumer’s point of view, connectivity means better Bluetooth interactivity, GPS systems, entertainment systems, roadside assistance, diagnostics, and more. From the seller’s point of view, connectivity means access to lots of big data.

Consider these observations from Felix Richter, writing for Statista:

“Modern cars are equipped with more than 100 sensors that create a constant stream of data. Measuring things like location, performance, physical parameters, and driving behavior, often several times per second, the amount of data generated by these sensors is immense. According to a McKinsey estimate, connected cars create up to 25 gigabytes of data per hour. That’s the equivalent of nearly 30 hours of HD video playback and more than a month’s worth of 24-hour music streaming.”

“According to the analysts in charge of our Digital Market Outlook, the data created by connected cars have a lot of potential in terms of monetization. Think insurance companies for example, who would likely be willing to pay good money to find out more about our driving habits. For more information about this exciting new market, please download our free market report Connected Car: Vehicle Services.”

 
Take a look at this chart to see how big the data collected from connected vehicles really are.


 

The State of Big Data in 2017

13 Feb

As we have noted several times over the years (see for example: 1, 2, 3), big data are an important element of the marketer’s toolbox. So, what is the state of big data in 2017?

Recently, eMarketer published its Big Data Roundup for 2017:

“Most key objectives of marketers are rooted in big data, from targeting and customer relationship management to attribution — and even artificial intelligence. eMarketer has curated this Roundup of articles, insights, and interviews to help you understand why and how advertisers and marketers are putting these large, complex data sets to work.”

 

“Big data are gradually becoming a part of U.S. business, and companies that are able to take advantage of their scope and complexity appear to be seeing benefits. In January 2017, research from NewVantage Partners  revealed that at least half of organizations are incorporating some type of big data initiative. Not all areas businesspeople were polled on got high marks. Of the big data initiatives executives were asked about, establishing a data-driven culture and making over their business for the future had the lowest success rates, both at 27.9%.”

 

Click the image to view the Roundup report.

 

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