Who Cares About “Big Data” If It’s Not Connected to Strategy?

By: Chris Thompson on March 13, 2015 Categories: Content Strategy, Corporate Communications

If you’re a marketer, you’ve no doubt heard about all of the amazing capabilities Big Data will provide you to change the way your business operates. Ways you can measure every single customer interaction with your online presence; from time on page, clicks, views, path to purchase, and numerous others data points. This Big Data is collected in highly complex systems that can slice and dice it in unlimited ways. In some cases, data scientists are employed to help make sense of all of the chaos, and sometimes internal marketing resources are employed to work with nothing but this data.
If you’re like me, you’ve probably had to sit through more analytics presentations than you can count. After these experiences, am I the only one asking, “what was the point?” Based on conversations I have with customers, I don’t think I am.

What Does It Mean?

Stepping back from this question, as I sit on a flight home from a week of travel, I think about the pilot, and the plane I’m riding on. I know the plane has likely hundreds, if not thousands of sensors, keeping the plane operating safely, measuring air speed, distance traveled, height, temperature, engine speed, oil pressure, etc. These are all necessary data points to ensure I get to my destination safely. But what’s the most important piece of data, crucial to a successful flight for me and my fellow passengers? It’s the direction, the destination we’re all headed. If this is wrong, then everything else won’t matter for me, my family waiting for me, or my fellow passengers.

Where I’m Going

Which gets me to my point. I’d argue strategy, today, is an untapped data element that has yet to be properly connected to the business results that matter. When we choose our destination in Content Marketing, unlike in air travel, we don’t really know if we’ve arrived at our destination.

So what has Marketing.AI done to fix this? We have created the elements of strategy- they could be themes, campaigns, objectives, personas, stages of the buyer journey, or numerous other elements that matter to your company strategy- as key data elements in our solution. And all of these strategic elements can be tagged to any of the Content Marketing efforts you are working on, so when you do in fact land, you’ll know if you’re in the right place.

Curious to learn more? Sign up for a free trial today and don’t just use current Big Data, but create NEW data to help you achieve your objectives.