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IT's Role in Big Data Marketing

Wednesday, August 7, 2013

Marketing teams are increasingly upping their share of IT as they need to analyze more and more data from an increasing number of sources. Ann All, editor at EnterpriseAppsToday, goes over IT's changing role in marketing.

While Big Data analysis presents new opportunities for marketers, they will need help from their IT colleagues to turn data-derived insights into effective advertising campaigns.

Marketing has long prided itself on its ability to produce creative advertising campaigns that win over large groups of customers. In recent years, however, the focus has turned to presenting smaller groups of consumers with more targeted offers based on their personal preferences.

Analyzing so-called Big Data – especially the kinds of unstructured information found on digital channels – is a key part of creating these more personalized campaigns.

"Data-driven marketing is not new, but Big Data really shines the light on marketing because it presents a huge opportunity to better understand the customer," said Wes Moore, vice president, Integrated Marketing Management Solutions, for Teradata. "With Big Data, marketers can go from qualitative approach to a more quantitative one."

A survey conducted by Teradata Applications, a division of Teradata, shows that marketers understand the importance of Big Data analysis, with 71 percent of respondents saying they plan to implement a Big Data analytics solution in the next two years. While almost 50 percent of marketers agree that data is the most underutilized asset in their organization, less than 10 percent say they currently use the data they have in a systematic way.

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Source: EnterpriseAppsToday

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