I am sure you must have read a lot about Big Data marketing automation before. But since you are reading this piece, I assume that you still have questions about the topic. In this article, I have tried to address some of the common issues that link Big Data and marketing automation.
What is Big Data?
Simply speaking, Big Data is anything traceable, measurable, and tangible that reveals patterns. The term was coined by IBM when they were launching Hadoop for solving high-performance computational problems. Today, the term is used in almost everywhere from healthcare to marketing.
Take your Amazon account as an example. Once the account is active, Amazon creates a database for your activities that record everything you see, click, buy, and review.
Now imagine the number of Amazon customers and try to comprehend the volume of data of activities on all those millions of customers. And remember that this data is being generated and processed every single day, month, and year.
This is the power of the digital era. Data is the new currency and digital owners are the new bankers that control access to Big Data.
Customer Data To Your Benefit
Consider the scenario in which a website visitor becomes a lead through an ebook landing page. the book impressed him a lot and he decided to like the Facebook page as well.
Until now, all these actions are disconnected and do not represent the journey of the majority of the visitors. But, when multiple users start following this route, a pattern will emerge that will demonstrate that the people who read the ebook are more likely to engage with the social channels.
This is a simple example that show how a brand can extract useful data about its target market. All the data combined from multiple sources is known as Big Data. Companies like Hubspot, Constant Contact, and Marketo are some of the top marketing automation companies that are using Big Data marketing to drive intelligent traffic to their customers’ websites.
Using Big Data In Email Automation
Brands often have long lists of email addresses. The challenge is to convert each entry on the list into a paying customer. Continuing the previous example, imagine that the user downloaded an ebook titled “The Impact of Ecommerce Automation on User Buying Patterns”.
So, the brand knows the preference of the user. To nurture the lead, the brand can send an email about a webinar on the same topic. This email should be send this email to everyone who downloaded the ebook.
In the third phase, those who have already watched the webinar will receive an email about the launch of a new course on the same topic – this is where the brand converts the lead into a customer.
Once this process is repeated several hundred (or more) times, a patterns starts to emerge that could be used to further optimize the brand’s automation strategy.
Why is Big Data Important for Marketing?
One place where Big Data is of utmost value is marketing and sales. In fact, digital marketing is an area that is increasingly seeing Big Data as an integral ingredient of the recipe. Consumer Think, a marketing analytics magazine discusses a brand that invested in collecting and analysing sales data from several stores. This led them to order the right products for their shelves, engage customers by basing their marketing strategies on the patterns, and the results were completely baffling. The sales went sky high and the store beat all its competition.
Avoiding Bad Data Problems
Using unclean or “toxic” data leads to marketing disasters. The only way to avoid these mistakes is to have stringent policies and declutter data into segments so that the brand has access to well defined lists that do not contaminate the process.
Once that’s done and you have clean data on the users, here is how to use it for targeting the users in automated marketing campaigns.
The first rule of intelligent marketing is to divide your target audience into segments and then create customized marketing message for each segment.
If you have an ecommerce store that sell fitness equipment, some customers will come for athletic wear and some for fitness accessories. each segment has distinct buying patterns and respond to a customized message.
Find out What Visitors Prefer
Find trends through search engines and social media. You can use Google Trends and use the results for your benefit. If you are selling fitness equipment, perhaps you can target people with elliptical machines in the start of January. Most users make a New Year resolution of getting fit and the start of the year is the right time because of higher than average buy intent.
Most stores benefit by optimizing the pricing of their products. Jet.com piggy backed this trend and became one of the top ecommerce platforms in the market.
Using the same strategy, if there are some product pages on your store that receive traffic but is not generating sales, perhaps it is time to optimize the price of the products. Once done, try to bring back the lost customers by sending a personalized email that details price reduction.
The Bottom Line
Employing Big data marketing is an immensely powerful way to boost ecommerce success. As we move into an AI-first world, use it strategically to target your brand to the relevant market for forming sustainable businesses.
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