Analyzing the current business scenario, we have an increasingly competitive market and we need to find new ways to add value to our work. In addition, agility and quality are increasingly closer. We need to deliver something of extreme quality in a very short time, showing the most correct paths. This situation has turned our professional journey into a real Game of Thrones.
For many years, the success of a business was based on the vision and intuition of CEOs and their teams. Obviously, the experience acquired by these people makes them unique and extremely relevant to corporations, but today they have gained a great ally: data.
Have you ever thought about how much data is generated every minute? To give you an idea, 92% of all data in the world was generated in the last 3 years (since 2013). THE LAST THREE YEARS! That's a practically unimaginable amount of information.
We are at a crucial moment to reduce the weight of luck/intuition in our decision-making, making them increasingly rational and logical and less chile mobile database emotional. For this, Data Marketing is a very interesting option and today we are going to explore this concept in more detail, which will undoubtedly take over the world in a very short time.
What makes Data Marketing different?
There has been a natural confusion about the real difference between Data-Based Marketing, because theoretically, if I need to use data to create strategies, tactics and actions, digital marketing already offers us resources with Web Analytics tools such as Google Analytics, Hotjar, VWO, among others, which allow us to “play” with the data. This thinking is even correct, but the big difference is not in proprietary tools and data, but rather in the intersection between various sources that can give us richer insights, improving the next steps and decision-making.
Before, we had the insight and created the actions. Now we have the data to transform into information and generate knowledge through this process, that is, before it was :
Insights > Actions.
Now it is :
Data > Insights > Actions. (We added a step).
“Ok, Rodrigo! You mentioned earlier that the difference lies in the cross-referencing of this data to generate knowledge, but you haven’t mentioned where it comes from yet.” First, I need to say that the core of all this data is Big Data.
Below are the data sources and some of their extraction possibilities:
Image credit: Cappra Data Science
We have 3 types of data sources. Data extraction is performed from this entire universe. Pretty cool, right? Now can you understand why we have so much data generated all the time? Did you know that your cell phone is generating data on your steps, where you are walking, the time it takes you to get from one place to another by car, walking or running? This is very valuable for all of us. Imagine that Nike has data from a good portion of the people who go running and can create an action that concentrates the largest number of people at a certain time and even knows the profile and preferences of these people. How?
If you like running, you must have seen many people running with their cell phones in their hands, an armband or even in their pockets with the app that measures distance, speed, average time, among other metrics, made available by Nike for FREE to these runners. If we think about it a little more, we won't see it that way. Andrew Sullivan, a famous American journalist, uses a phrase that helps us with this reflection: "If you're not paying for a product, it's a sign that the product is you." Got it? Runners with the Nike app are delivering valuable data that will be transformed into information to create strategies for the company to create brand activations.
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