Our last post talked about the forces of change as marketers adapt to the ready availability of Big Data. We loved this post by Cory Treffiletti over at Mediapost: “Changing Business Behavior In The Face Of Data”
A key point of the post is the idea that Big Data is an essential game changer for marketers. It empowers and enriches our work in ways we are just beginning to understand.
Social Big Data is an important and largely untapped subset of the available data. As we covered in our brief “Social Data Implementation”:
“There is a growing focus among marketers to leverage customer transaction and demographic data in a market basket analysis that identifies cross-selling and up-selling opportunities. However, the biggest limitation with this approach is that we have not factored in why the customers purchased or who their influencers were. Integrating social behavioral and attitudinal data into your loyalty segmentation analysis allows you to develop a truly 360° view of your customers.”
The reason you need a strategy to deal with social Big Data is because it behaves differently from many other types of organizational data.
What’s different about social Big Data? It is a mass of unstructured data. When you compare it to the defined structure of, say, your customer transaction data, it really is the Wild West. Did you know that every single tweet has almost 400 pieces of metadata associated with it? Some will be useful to your brand, but many will be irrelevant. A cohesive strategy helps you decide what is useful, from which social platforms, as well as what data points have relevant context and how to integrate that data to fully unlock its power.