by Angela Guess
Joe Cordo of CMO.com recently wrote, “The idea of mapping Big Data to business goals is almost an oxymoron, isn’t it? After all, Big Data is an amorphous term and business goals are very real and specific. Get past the hyperbole, and you’ll see that Big Data for the marketer is really about customer interactions and behavior, often at the most minute level of detail. Moving customer interactions to buying behavior is what achieves business goals. Here are five ways to map Big Data to business goals.”
The first way is to “Know The Business Goals Before You Know Your Data. It’s an obvious point, but too many marketing organizations assume they know what their goals are. The reality is that once you start leveraging Big Data, there will be many ways to use it to achieve goals. Beyond your growth goal, do you know what you need to achieve for growth to gain market share? Do you know what growth you’d like to achieve from existing buyers? Do you have upsell and cross-sell goals? These are all starting points to formulate goals that will then lend a defined framework to structure and leverage how you use Big Data.”
