Big Data is here to stay. We are in an era of constant information. We have in our hands devices that know our lifestyles and recent searches. For example, for sports lovers, some smartwatches continually take the pulse and calorie information, at the same time that it notifies the arrival of a WhatsApp message from the family group. All this more detailed information is currently available in cloud repositories, being consumed by companies to improve our experiences in digital media. How can I start collecting data from my clients and activate them to offer them better digital services?
Develops a measurement and data collection strategy
Every measurement strategy starts from the business objective and the knowledge of the digital properties that are enabled or that are about to be enabled. For example, if you have an e-commerce and the objectives of your business are: “Generate sales through digital platforms” or “Create loyalty and upsell.” It’s important to have an accurate measurement of your site and the collection of data on the behavior of your users.
A great example of the use of consumer data in retail is Amazon. The giant company Jeff Bezos uses data from the behavior of its users and personalize not only the experience within their website, but also the messages transmitted through different digital media. It is for this reason that when someone searches for a particular item, the site offers similar products that may interest them, thereby keeping them longer on the site and with more possibilities of generating an up-sell sale.
Connect your data sources to a cloud repository
Yes, we know, it sounds like a very titanic task, but when you partner with expert partners in this type of solution, the results are extraordinary. Connecting the data sources in a repository in the cloud will allow you to make crossings of information that will serve to grow your business. For example, you will be able to know the lifetime value of your digital clients, create advanced attribution models, including personalizing their experiences both online and offline in short, the possibilities are unimaginable.
Use data science to find answers to your consumers‘ questions or purchasing patterns.
Once you have your data sources connected in a cloud repository, you can initiate more advanced analysis processes through a data science team. These teams will take your business objective and create statistical analysis models that help you, not only to answer your business questions, but also to prepare the data for future activations and ingestions to other systems or displays.
View information to find insights
Data is a significant source of insights, so once you have it stored, it must be processed and prepared to be viewed in a dynamic report that is friendly to you and all the company’s stakeholders. Google Data Studio can help you with this. It is a Google tool that allows you to view data from various sources and create specific reports and charts on the information you want to measure.
In conclusion, extract, load, transform, visualize and activate the data at hand and generate a Data-Driven Marketing culture within your company. This will help you streamline and get better business results faster.
If you are looking to extract, order, visualize, and activate your data so that they work in favor of your business objectives. We can help you! Do not hesitate to contact us.
*Harvard Business Review magazine; May-June 2017