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Use Big Data To Generate Useful Marketing Insights

When data sets become too large, it can be difficult to generate useful marketing insights. Find out how to transform big data into marketing success.

Data insights are an essential component to marketing success. For many marketers, marketing intelligence reports lay the foundations upon which new campaigns are based. Marketing insights allow marketers to determine which campaigns produce higher success rates and which are less successful. Yet what happens when data sets become too large to analyse using traditional software?

More and more frequently, massive volumes of data coming from a multitude of sources comprise data sets which are simply too large and unstructured for standard database tools to process. This data is often referred to under the catch-all-phrase ‘big data’.

Such masses of data have the potential to be hugely beneficial to companies in developing business intelligence and understanding customer behaviour, but nevertheless, big data can be problematic for marketers who lack the knowledge or the software to extract useful marketing insights from voluminous data sets. However the potential of big data need not go to waste. Here are three ways your company can use big data to generate marketing success.

Business Intelligence Solutions

Using Microsoft BI Database, or other data management tools such as SQL Server or Microsoft Excel, data can be integrated into bespoke databases to deliver business intelligence solutions. For instance, key performance indicator reports can be used to track customer information across a number of areas, including customer profitability. Such intelligence can help marketers analyse the success of their campaigns more effectively than is possible with traditional marketing insights from smaller data sets.

This isn’t the only intelligence solution that Microsoft BI Database can offer. When utilised effectively, Microsoft BI can also create client dashboards, allowing the user to view results in a clear cut, visual display, as well as indications of a company’s progress towards particular goals, otherwise known as business scorecards.

Although many organisations have already invested in data management software, many also lack the expertise to utilise these tools to their fullest and therefore to produce high quality customer insights. Consider hiring a Microsoft BI consultant to help you develop your data management platforms and produce tailored business intelligence solutions.

Marketing Intelligence

Big Data also offers organisations a means to analyse and predict customer behaviour. Through the utilisation of applications such as Microsoft SQL, Power View, and Power Pivot, companies can benefit from predictive analytical databases, which help to deliver customer insights. Such marketing intelligence reporting undoubtedly goes hand in hand with marketing success.

These applications can provide marketing intelligence reports ranging from information on clicked links to information on abandoned online baskets, allowing companies to respond with web updates for greater customer retention.

Data Analytics

One of the best ways to get the most out of big data is through data analytics, which can be produced using Microsoft’s Data Analytics tools. Although many of the tools needed for Microsoft’s solutions may already be installed on your system, including SQL tools and Microsoft Excel tools, these applications need to be used in unison.

Due to the increase in big data, there is now an entire industry built around helping businesses to make the most of it. Microsoft Data Analytics consultants can help you to utilise Microsoft big data solutions so that you too can reap the rewards of big data. Rather than letting the potentially game-changing insights and analytics of big data go to waste, explore the possibility of using a data analytics consultancy to produce business intelligence solutions, marketing intelligence and data analytics for your company.

About the Author

Karen Harding is the marketing manager at Objective IT, one of the South East’s leading web and software development companies. If you wish to learn more about how big data can improve your business, call Objective IT today.