Big data is a real marketing asset.
Big data refers to data sets that become large enough to become difficult to work with traditional database management tools.
Big data is a key issue for companies. It allows advertisers to better target, better customize their offers, to know their customers better and to interact with them.
It helps to understand which strategy on social networks is best for your business. You will be able to know if your contents published on Twitter generate more traffic and commitment than your publications on Facebook. Afterwards, you will be able to adapt your communication strategy with your customers in order to meet their expectations and retain them.
In this article, we offer an infographic that proposes a methodological approach in 6 essential steps to successfully exploit your big data.
BUSINESS ADVICE SOLUTIONS
First of all, we offer you two business tips: strategic thinking and data sourcing.
1. Strategic thinking
- Define your data strategy
To begin, you need to define your Data strategy. It is important to define your goals, resources and means.
- Share a target vision
Formalize the target vision to implement: data, tools, sourcing, process, organization.
- Formalize a roadmap and a schedule
A roadmap is a simplified graphic representation that communicates and effectively shares a strategic intent in order to mobilize the efforts of stakeholders to achieve one or more goals. Its objectives are to position the company on their market and to drive the development of research and development. By prioritizing the actions to be carried out and specifying the expertise required in each case (internal and external), your roadmap will save you time and money.
In addition, you can also formalize a schedule that will allow you to plan your marketing actions. The first step is over, let’s go to the second!
2. Data sourcing
The selection of sources of information is important to ensure the quality of the data. You can choose the relevant data within the web (social networks, customer journey), your information system (CRM, cash tickets, subscriptions.) and returns from your campaigns (visits).
How to choose sources of information?
Some criteria are important: the period studied, the geographical area and the language of study. These criteria will help you eliminate irrelevant media. However, some data is inaccessible to the general public.
- Information internally
The company’s richest source of information is CRM, it is a commercial management software.
TECHNICAL SOLUTIONS IN SAAS MODE
In a second step, we will address four technical solutions in SaaS mode: data quality, database, data management and multichannel marketing.
3. Data quality
Data quality refers to sustainable data. A company will be able to achieve its objectives, both in terms of turnover and customer loyalty. A data quality strategy improves the customer relationship and the marketing strategy of a company.
In fact, the more accurate and accurate the data in a database, the more the marketing actions will be in line with the customers’ expectations, which will eventually lead to an increase in their satisfaction and the company will have a better brand image.
Quality is a major problem for a large number of companies. The quality problems can be explained by several elements such as manual entry, data extraction, silo-based directions or skills that are not present internally. To deal with these problems, actions can be undertaken such as identifying the origin of the contacts, setting up automatic correction tools for the customer or even the qualification of the data in order to evaluate their accuracy.
4. Database
A database is a tool for storing data in a structured way. It includes a set of organized and accessible information, which can be modified and updated. Among the most popular data file templates for the business, the email and SMS database is important.
A database has advantages:
- Simplification of data management
The provider provides users with control and access features for reading and modifying data. Databases store information in electronic folders that are organized. They allow you to save time and keep the information important and confidential.
- Better structuring of information
A data file presents different ways to store but also analyze the data. Databases make it possible to assemble several sources of information and to establish relationships. They offer personalized information and the opportunity for marketers to send individualized messages to a large number of customers.
5. Data management
It is a platform for retrieving, managing and using customer data. Data management brings together a set of tools to ensure that data is identified and usable without risk. It includes several advantages such as:
- setting up a repository
- centralization of vital data updates such as customer references
6. Multichannel Marketing
Multichannel marketing is a set of marketing actions combining several channels of solicitation and consumer responses. It uses all available communication channels to better reach customers and prospects.
In order to optimize multichannel marketing actions, it is necessary to:
- study the profile of clients
- identify the best customers
- fill in the databases
To communicate with its best customers, a company can use different channels. Multi-channel marketing actions can be done through the internet, direct marketing or e-mailing.
Then, the customer relationship is essential for the success of a company and it is based on multichannel marketing. The principle of a multichannel customer relationship is to enable each customer to have a lasting relationship with the company.
Follow these steps, visit TopXListing to hire the best Digital Marketing agency and you will obtain quality and easy-to-use data that will allow you to have an effective relationship and multichannel marketing!
