Media Insights

Big Data or Big Marketing Opps?

So today I had the opportunity of sitting on a panel of “big data” experts at the Triangle Interactive Marketing Association (TIMA). I have to admit, I was not excited to speak about data, no matter how “big” the industry has labeled it.  My opinion of the excitement over big data is that it is way over-blown, as too many people utilize what data they can to make THEIR point as opposed to what the data may actually be saying…  To that point, I believe a lot of people are also hoping the data is that silver bullet that will magically answer all of their marketing needs.  Don’t get me wrong – I love data, and I love the analtyics side of things – but this suddenly hip topic gives me pause.

That all said, as the conversation started we seemed to shift gears toward the side that I gravitate to which is the marketing of the data, and specifically – whether it’s creepy or not to be remarketing toward users.  Although I love the art of remarketing, and I frequently see it takes more than 50 touch points with a banner ad, the fact remains that if you’re not pregnant, the last thing you want is to be remarketed to as if you were (especially if you’re living in your parents house).  The focus on content surrounding the remarketing experience, as well as appropriate creative and messaging will win you the battle – but what was interesting to me was the majority of the audience, although they know the benefits, they still don’t like the concept.  What I find funny about this is that the same people who find this “creepy” are on Twitter, Pinterest, Facebook, etc sharing their life story primarily with random strangers.  Take a look at the Social Experiment below to see just what I mean…

All-in-all, the panel was as much an education in getting started with the appropriate software, storage and resources as it probably was for most in the audience.  My recommendation once you’ve compiled the data and haven’t made the rash decisions, is to formulate a strategy specifically around these three things:

  1. Audience Optimization (understanding the behavior of your audience first)
  2. Channel Optimization (think attribution modeling with BOTH online AND offline data – it’s very easy to get caught up in online only data as its readily available)
  3. Ad Targeting with specific content optimization (make it relevant)

There was obviously lots more crammed into this 90 minute session, so I’d love to hear more of everyone else’s take-away’s if you’ve got them.  Thanks!


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