Big Data: Marketing support and demands on technology areas

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One of the areas most interested in the development and use of Big Data technologies is marketing, which seeks to centralize all data generated from interactions with consumers in social media, websites, mobile devices, among other digital media, as well as those that occur in offline channels of interaction, such as points of sale, events, among others. In fact, interactions with individual and corporate consumers have become incessant data generators not always suitable for traditional statistical analysis. Increasingly, data is generated in the form of words, images, videos or other unstructured types.

Big Data’s main focus on marketing lies in the potential of using processed data for decision making with greater security and accuracy, or even in the implementation of innovative strategies and actions.

Currently, managers of marketing areas seek to implement management models based on indicators, in response to the challenge of quantifying the return on investments in this area. With the possibilities of data collection offered by current technologies, there are more and more conditions to measure the results of marketing actions. Today, it is possible, for example, to identify the return on investment in banners displayed on websites and partner sites, email marketing shots, changes to layouts on corporate pages and virtual stores, actions to generate content for websites and networks social, among other initiatives.

Marketing is effectively entering an era where virtually all of your efforts will be quantifiable and measurable. In this sense, technology will be one of the focus of attention in the coming decades. Research shows that, globally and in Brazil specifically, most marketers see technology as one of their top two investment priorities for years to come.

Like IT, Marketing executives are faced with the challenge of optimizing the use of data for decision-making. The possibilities for insight into new sources of revenue generation, timely promotions opportunities, information on customer satisfaction and expectation, and the personalization of experiences are attractive that direct these areas to the exploration of data generated in customer interactions, including the so-called Zero Moment of Truth, a term coined by Google’s Jim Lecinski as a definition for the time when a consumer decides to report on a product or service they are considering to buy or hire. Such times can occur several times in a single day through cell phones, laptops, desktops in the work environment, telephone, consultation terminals in a store, among many other means.

In this context, we observe that the technology areas tend increasingly to assume a consultative role with the other sectors of the companies, seeking to advance their needs according to the long-term planning of each sector. This new role leads to a more horizontal management of IT teams, organized by projects and often integrating professionals from other areas. The organization in isolated silos is an obstacle to the role that other business areas expect IT to assume in the next few years, as well as to its own maximization of performance and results. Studies indicate that marketing managers consider IT areas organized in isolated silos as one of the main impediments to providing a consistent consumer experience across all channels of relationship – in what is conceptualized as cross-channel marketing.

In the next post of this series, some best practices related to the implementation of Big Data technologies and processes will be listed, addressing the demands of the marketing and sales areas.