before big data caught on, Marketers have (or should have) used data and insight to target the right consumer, in the right place and at the right time, for decades.

  • Fundamentally, our challenge remains the same: to find the outcomes that make the biggest difference for businesses and customers.
  • Cynics could justifiably claim « big data is just another phrase ». Like customer relationship management before it, it coine to make people invest in technology.

We should really be focusing on big answers.

  • Be careful. We should not be spending too long trying to access or manage huge amounts of data, rather than looking at outcomes.
  • To do that, businesses need to concentrate on developing strategies. The goal is to identify which data is useful among all the information available both internally and externally.
  • If we do that, we’ll improve customer engagement while also building efficiency into campaigns.

Ultimately, small data truly becomes big data. When consumers feel it’s appropriate to share their details.

  • That’s a true value exchange.
  • And, of course, businesses and consumers need to be mindful of adhering to best practice. Both must ensure data is handled in the appropriate manner.

Read the full article of Scott Logie (strategic marketing director at St Ives Group and chairman of the Direct Marketing Association (UK)) on www.guardian.co.uk