By Jeanne Roué-Taylor
If you think that marketing’s big data mess is related to the volume, velocity, and variety of data (the traditional definition of big data), you’re only partially right. The single biggest data problem that marketers face today is pulling together the right information to deliver to the right consumer at the right moment in time where it can make a difference. In a word, relevance.
Untangling the Mess
If marketers want to achieve the most important goal—being relevant to consumers—there are a few things they’ll need to do first. Here are three specific needs that marketers have to resolve:
Need 1: Marketers have to do whatever it takes to assemble the right data to better understand the behavior of consumers. Doing this involves pulling together and evaluating all customer touch points with a brand. This needs calls for an integrated approach to campaign management that allows monitoring and response to customer actions no matter where and when they occur.
Done well, this allows for predicting customer interests and identification of risks. It also allows for delivery of actionable recommendations that influence customer behavior in the moment.
Need 2: Marketers need to engage customers in new ways by designing interactions that are grounded in specific use cases. Those use cases must exceed customer expectations by delivering more personalized, relevant experiences and they have to execute in real time.
Need 3: Marketers need to develop new processes and skills across all functions (not just marketing) to transform the delivery of brand experiences. Only by a collaborative, across-the-business approach can the business impact of marketing be measured and validated.
These needs are a challenge but not impossible to meet with the right approach. TIBCO has taken a long look at these three needs before putting together a marketing platform that untangles the big data mess.