Big Data Only Matters When It Creates Actionable Insight

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isby Angela Guess

Nathan Safran of Search Engine Land writes, “A recent Geekwire article on Seattle startup IdealSeat describes the company’s clever use of big data — one that leverages large quantities of data to produce actionable insight for the user. IdealSeat maps foul balls at stadiums, and its mobile app tells you where to sit for your best chance of catching a foul ball. Currently, IdealSeat only works for two stadiums: Safeco and Citi Field, home of the New York Mets. But there are plans to have three-to-five ‘research team members’ collect data at places like Los Angeles, Boston, San Francisco and Pittsburgh. (Incidentally, if anyone knows if they are hiring, let me know. I am available to, ahem, be a ‘research team member.’) This example of a technology solution that inhales large quantities of data and exhales actionable user insight from that data is reflective of the way we should be thinking about big data.”

He continues, “Let’s explore ways in which big data can produce actionable insight for the search marketer: (1) Identify search visibility trends. A Conductor study showed that “scaling keywords” is now the second biggest goal for search marketers, even ahead of further developing a social presence. With more keywords comes more data, and industry big data applications can now gather, mine, and (most importantly) present the data in such a way that visibility trends become immediately apparent for marketers to take action on. (2) Discover and monitor the competitive landscape. Another example of actionable insight from big data is competitive landscape discovery and monitoring. Big data technology can discover natural search competitors, display trends over time and also allow for analysis on a more granular level. When combined with keyword segmentation, this kind of big data application can be made even more powerful and provide the marketer with actionable insight by product line.”

Read more here.

photo credit: IdealSeat

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