There are few topics hotter than Big Data. There are few professions being transformed by Big Data more than marketing, with the conversation rapidly shifting to customer engagement through loyalty programs; these include mobile, social, and other channel data as part of an omni-channel loyalty platform. Just as quickly as we digitize our world, we figure out how to use newly liberated data to find and keep more of our customers. At least that’s what we need to be doing.
Spy vs. Spy?
We don’t really have a choice. As data gets bigger, our ability to make use of it better than our competitor is core to our survival. Adaptation is the new black.
It may sound like one of MAD Magazine’s Spy vs. Spy scenarios, but it isn’t about having a bigger weapon. Instead, it is about an ability to adapt to the challenges and opportunities found in Big Data—whatever they are today and also tomorrow—faster than the competitor. Success won’t come from a bigger, monolithic chunk of engineered software sitting on pre-canned scenarios suitable for yesterday, when it was developed.
Successful Big Data marketing
Instead, successful marketing in the Big Data age comes with the ability to see data as it arrives and being able to use it when most appropriate. This isn’t always real-time marketing, though that’s a common term, and is best expressed as right-time marketing—the ability to respond at the right moment based on the customer’s characteristics, the channel of communication, and the contextual situation. The platforms that can best manage right-time marketing and all of its fast-moving changes are data source agnostic and very easy to integrate with other software and processes.
Platforms in many industries, including and perhaps especially in marketing, are in effect becoming Big Data applications; they’re able to connect to many sources to give unified analytics, predictive capabilities, and a way to execute anytime, anywhere.
This post was first published on the Loyalty Lab blog and has been lightly edited.