Marketing is one of the most important business processes today. Besides getting the word out about your company and attracting new customers, a well-supported marketing campaign can also enhance your brand’s position in the overall marketplace.

However, understanding its importance and leveraging marketing for the best benefit of the organization are two separate battles. Today’s marketers must work to guarantee that the investment the company puts into its campaigns will provide a real return. One of the most advantageous ways to achieve this is to utilize the available big data the business can access.

But what types of information are critical for these kinds of initiatives, and which specific strategies should enterprise marketers leverage?

1) Centralizing customer data sources

One of the biggest boons of big data is its ability to reveal critical insights about a brand’s client base. Information pertaining to current customers can help the company learn more about who its best shoppers are, what they’re buying, when they make their purchases and much more.

Mark Harrington, marketing vice president for consumer management provider Clutch, noted that it can be incredibly powerful for marketers to better organize, centralize and synthesize the disparate customer data sources that exist across the organization. These can include details from the point-of-sale system, the customer relationship management platform, the business’s mobile applications and even its social media platforms.

“Integrating each of these customer data silos into a single, synthesized data set, delivers an unprecedented, holistic view of their customers based on their purchases, interactions and preferences,” Harrington told NGData. “This, in turn, provides powerful intelligence to drive advanced segmentation, sophisticated personas and strategic, targeted campaigns to engage and motivate consumers.”

Leveraging big data to create campaigns that appeal to certain segments of the customer base is a critically important capability, particularly when the business seeks to support a new product launch or increase sales of a specific item. By targeting the shoppers with the highest chance of conversion, the business can be in the most optimal position to achieve its goal.

2) Personalize the shopping experience in real time

Customer browsing a sale on an online retailer's website

Today’s marketers must work to guarantee that the investment the company puts into its campaigns will provide a real return. One of the most advantageous ways to achieve this is to utilize the available big data the business can access.

Building upon this strategy, marketers can also leverage customer details to pinpoint the best times to display an ad, send an email or recommend a certain product. Information about shopping preferences, buying habits and past purchases are all invaluable sources to leverage here, and can paint a picture about customers’ needs and the most optimal times for brand engagement.

“Tying buyer digital behavior into your CRM systems and marketing automation software allows you to track the topics that your buyers are most interested in and send them content that makes the most sense to develop those ideas or extrapolate on those topics,” Salesforce contributor Jean Spencer wrote.

In this way, marketers can ensure that customers have a unique shopping experience, and that offerings and discounts are provided in real time. This type of strategy is more popular than ever with both retailers and their customers. Imagine searching for certain kinds of products on a search engine, and then seeing sideline advertisements for similar merchandise – this real-time customization helps boost conversion and ensures that shoppers have the best opportunity to connect with the brand.

3) Combine internal data sources with external information

Bryan Clayton, CEO of lawn service GreenPal, has found marketing success by leveraging both internal and external data sources in combination with one another. Including additional sources into a big data initiative can help widen the scope, while also providing more granular details about customers and their needs.

Clayton’s company in particular discovered valuable insights by combining publicly available census data alongside the business’s own big data. In this way, GreenPal was able to take their targeting campaign a step further, ensuring that clients with the highest potential saw the advertisement.

Census information can be incredibly telling, as it can provide income and demographic details that the company might not have access to within its own big data repositories. What’s more, this is just one external source that can prove helpful. Expert big data partners like Aunalytics have access to even more varied data sources, which businesses can pair with their own information to create the best data sets possible.

4) Google: A big data powerhouse

Search engines have also made a name for themselves in the big data realm. These platforms see hundreds upon thousands of searches a day from users all across the globe, helping to create some of the largest big data repositories in the world.

“Marketers can ensure that customers have a unique shopping experience.”

Spencer recommended utilizing this information to the advantage of the company, especially in the form of Google Trends. This powerful resource can help decision-makers and marketers answer their biggest questions and inform critical considerations by highlighting and quantifying the most recent topics trending on the search engine. The terms and search volumes pinpointed here can reveal what shoppers are searching for, and how the business can best position itself and its online presence to capture these queries.

“Global marketers can use Google Trends to assess the popularity of certain topics across countries, languages or other constituencies they might be interested in, or, stay informed on what topics are cool, hip, top-of-mind or relevant to their buyers,” Spencer noted.

In this way, marketers can ensure that their next campaign aligns with what’s trending in the global marketplace, helping to guarantee that it makes an impression with the brand’s client base.

5) Matching customers with the best service agents

Besides attracting shoppers and encouraging conversions, marketers can also utilize big data to ensure that all interactions with the brand are successful. This encompasses the moment the consumer first connects with the brand, through their first purchase and even after the fact.

This strategy also includes using analytics insights to help create the best omni-channel experience possible. For instance, if a customer is searching the company’s website and lands on specific pages, the business can utilize these details to assist the client in the most optimal way possible.

Market research associate Craig Borowski noted that a strategy that uses big data to help align customers with the best service agents is incredibly beneficial.

“We found that big data analytics could be used to match the the most qualified sales reps to target particular demographic segments to improve close rates and improve customer satisfaction,” Borowski noted.

What’s more, this process can include details from every channel the business and its customers use.

“Having access to a user’s previous search history means that the call can be routed to the agent best suited to dealing with that type of call,” ResponseTap chief marketing officer Bhavesh Vaghela said. “That agent can then be fed more specific information about the caller making them much more likely to deliver a sale.”

Organization and access are critical

Overall, big data analysis can unlock numerous new strategies and advantages to help support enterprises’ marketing efforts. With big data on the brand’s side, marketers are better equipped to create the most personalized, targeted campaigns possible, and ones that will offer the best return on investment.

In order to achieve this, though, the business must have a partner that can help them organize their internal data sources while also providing access to any missing information to fill all gaps in knowledge. This is where Aunalytics comes in, offering everything your company needs to aggregate, analyze and act upon big data insights.

To find out more, contact the Aunalytics experts today.