Archive for Digital Data

Riding the Digital Data Flood

Digital marketers today find themselves in the middle of a flood of new data sources, targeting technologies and advertising delivery platforms that has resulted in an explosion of the amount of digital data available, as well as the complexity of managing activities like audience segmentation, profiling and targeting.

But, the good news is that while the explosion of digital data, channels and delivery platforms has increased the complexity of digital marketing, is has also increased the power and effectiveness of digital marketing.

Big data is big business

In today’s hyper competitive marketplace, “Big Data” has become a hot topic, as enterprises clamor to squeeze every ounce of competitive edge and profitability out of their big databases.

Marketing organizations using automated tools for digital data aggregation, audience segmentation, targeting and advertising delivery are getting significant results.  For example, Catalina Marketing reports that, by combining offline and online sales data to help its CPG clients improve their yield on in-store promotions, they have elevated coupon redemption rates into the 8-10% range versus the traditional 0.5% rates for comparable mass-market couponing programs.  So, harnessing the power of Big Data can have a significant impact on the bottom line, but you have to do it right.

The next step

Doing it right requires making the transition from a marketing organization where multiple off-line and on-line marketing channels are separate silos to an organization with tight cross-channel integration and a single, unified database.  For many marketing organizations it’s not an easy task because they find themselves saddled with legacy technology platforms that were structured to support “traditional” marketing data usage, and human capital that lacks the expertise to make the transition.

Making the transition entails migrating to an IT environment that supports rules-driven integration of disparate data sets, as well as automated software platforms for segmentation, targeting and ad delivery.  The transition also requires migrating people and processes to a model that can deliver tight, cross-channel integration.   It’s not an easy task.  You can’t do it alone.  Building a system for fast and efficient “big data” aggregation, analysis and throughput will require a vendor eco-system of data-centric technology and service partners.

At V12 Group we offer a wide range of digital data, data management and digital marketing services including customer profiling, targeting, modeling and analytics.

Contact the V12 Group to learn more about how we can help you to harness the power of “Big Data” and today’s breakthrough technology platforms  to increase the power of your digital marketing campaigns.