by Angela Guess
Aubrey Beck of ClickZ recently discussed how Big Data only has value if companies are able to act on it. She writes, “When choosing among the plethora of data analytics platforms out on the market, there’s never a lack of insight metrics offered – demographics, monthly unique visitors, number of clicks, browsing history. It’s all there, insight, insight, and more insight, but the key to successful data analysis is not just insight. The one common thread these platforms are all conspicuously missing is the ability to take ROI-driving action from within the same platform.”
She continues, “To truly begin using Big Data to full potential, marketers must be able to take behavioral data and convert it into something actionable. Marketers must have the ability to not only observe the buying behaviors and shopping patterns that their customers are exhibiting on and off their site, but also, be able to take action on that insight instantly – while the shopper is still shopping. Just having this sort of “in the moment” ability to observe and segment shoppers isn’t enough. Retailers need the ability to link together specific shopper segments with highly-tailored, conversion-lifting campaigns that effectively engage and reward customers.”
