Data-driven marketing has become a buzzword in the digital marketing space, with every marketer worth their salt understanding the importance of data in creating a great customer journey. But as businesses accumulate more and more data, the focus has shifted from ‘How do we get it?’ to ‘What do we do with it?’ In this article, we’ll explore the future of big data and what it means for marketers and businesses.
Predictive analytics will be a game-changer in the information-rich markets of the future, fuelled by historic data. Modelling software will generate future growth patterns, conversions, and user behaviour, allowing businesses to create more personalised journeys for customers across multiple marketing channels.
To achieve this, businesses will need better tools for big data. While SaaS provides a great platform for data collection, integrating smart apps and APIs that track the relevant data points will require human ingenuity and creative problem solving. Up-skilling existing staff with tools and training will help to meet the shortage of data scientists in the workforce, empowering non-engineers to engage with data in a meaningful way.
Real-time insights will be critical in maximising customer experience (CX). Combining smart marketing with sound data science will unlock better customer journeys across a range of web-facing and traditional markets. Human-centric design will take centre stage, driven by insights into customer behaviour through data science, freeing up marketers, creatives, and executives to focus on engaging CX and driving innovation at a creative level across all divisions.
The future of big data lies in the potential of fast data and cognitive technology. Fast data will synthesise key data points to provide quicker insights, while cognitive technology (artificial intelligence that can perform tasks usually only reserved for humans) represents a paradigm shift in the way we do business.
In conclusion, the future of big data is exciting and full of potential. Businesses that embrace data-driven marketing and utilise predictive analytics, real-time insights, and human-centric design will stand out in the crowded digital marketplace. By keeping an eye on new technologies such as fast data and cognitive technology, businesses can stay ahead of the game and maximise their customer experience.