Big data in the marketing world

As businesses strive to be more data led when making decisions, there has been a huge increase in the use of big data. However, many professionals are still unsure about what big data is and how it might affect their sector. Generally, big data refers to a large set of data, too large to be analysed by traditional databases that can reveal interesting trends and patterns, often related to consumer behaviours. With thorough analysis, it is especially useful for marketing teams. Businesses can harness this information to improve their customer journey and encourage individuals to move down the purchase funnel, and become a consumer of the business or brand. 

What are the main sources of big data?

The main sources of big data that are used in marketing are gathered from online sources.
1. Purchase and browsing history
Businesses are now able to track a user’s purchase and browsing history online. This enables organisations to identify the potential buyers of their own products and to target them with an advertisement of a product that they may be looking to purchase. This allows businesses to follow a user’s online journey.
2. Media
Tracking the media that users are engaging with enables businesses to gauge their customers’ interests. These interests enable analysts to build a profile of the type of person an individual is and then target them with products that they may be interested in engaging with or purchasing.
3. Social media
Information about social tools such as Twitter, LinkedIn and Facebook, and how users are utilising them, helps businesses to target potential customers. Paid advertising and social monitoring tools allow businesses to learn more about their audience base and their interests, which in turn makes them better equipped to target and appeal to them in the correct way.
4. Loyalty
This is data collected from your loyalty points from previous and regular purchases. This then enables an organisation with similar products to try and entice those customers to shop with them, rather than a competitor.

Using big data to improve marketing programmes

The proper utilisation and analysis of big data will enable businesses to create more specific and better targeted marketing campaigns. In marketing, learning about your audience, or the audience of your client is key to engagement and therefore, attracting them. Every business has a target audience that engages best with their product, services or content. Recognising the pain and pleasure points of your audience is important to ensure you are producing the right content at the right time that they will engage with. 

How top talent can help you with big data

It is no secret that a top marketing team can help to push your business development forward. When considering utilising big data to improve your ROI, you will need professionals with skills in the following areas to help you to utilise this data properly.
  • Analytics tools (such as Google Analytics)
  • Customer journey knowledge
  • Audience analytics
  • Wider marketing knowledge
The types of professionals you should add to your team are marketing analysts and marketing data analysts. These experts will be able to harness your big data and channel it into tangible results for your business. A lot of big data is not collected by the business that is running the campaign, but is bought from specific information providers, such as IRI. This means that your professional must be skilled in understanding and using this data for positive change.

How to test these skills in an interview

If you are looking to hire an individual like this to your business, it is good to conduct a technical test where you can discover their analysis and interpretation skills. This is important to know that they are able to look at the data you provide them and concoct solutions to improve the business. During the interview process, it can also be helpful to have a big data expert, or an experienced recruiter who hires for similar roles regularly, attend the meeting. This way, you can be sure that the right questions are being asked and that the candidate can provide an appropriate response. 

How to attract top talent

In the competitive world of marketing, top talent can be hard to come by. Marketing professionals that are considering their options, look for companies with the following opportunities:
  • Strong company growth – they want to know the business they are working for is forward-thinking and innovative, so they can showcase their skills and work on exciting new projects.
  • Excellent facilities – it is key for a professional working with data to have the right tools to do their job to the best of their ability.
  • A good management team – strong management and support are crucial for professionals in this area. Professionals need a manager that trusts and believes in their ideas enough to push them forward, and influence change in the business.
If you are looking to hire marketing professionals, please get in touch with your local Michael Page office, where our specialist recruitment consultants can help with all of your recruitment needs. Alternatively, if you are looking for further advice on how to improve your team’s productivity, have a look at the management advice section of our website today.
David Flower
Senior Manager, Michael Page Sales & Marketing
T: 01189 559 587