“Bigger isn’t always better” is the line they all say, and it applies to big data too: bigger data isn’t always better. However, there are ways to make sure you have “better big data.” Here are the problems to be aware of in big data marketing, and what you can do to avoid them.
Big Data is Often Unstructured
Before, data used for analysis was primarily structured. That is, it fit neatly within your relational databases and processing was as simple as pie. Big data, however, is comprised of lots of unstructured data — things like documents and videos and images — that don’t play nicely with SQL databases and other traditional tools. However, with the right tools, you can filter the data and coax sense out of it. Predictive analysis is a powerful tool that can bring your lead generation efforts to new heights once the right big data analysis tools are in place.
Little Errors Get Enormous When Scaled
Do you know how telling a little lie leads to an even bigger lie, and before you know it (or so you tell your kids), you’re telling big, fat whopper lies just to cover up for one little white lie? Well, big data is something like this. When there’s a little mistake or bit of corrupt data in there, it scales big and fast and mean. All the little bitty errors here and there add up to throw your data analytics completely off course. It’s essential to invest the time, money, and effort into data cleansing before you send those data sets off to play with the analysts.
Big Data Presents Big Time Security Issues
Big data is one of the most attractive targets for thieves created this century. Well, besides the iPhone, but you can have that shut down when it gets stolen. Big data, however, lives on and causes all kinds of trouble for both you and the poor folks you’re keeping data on. Data security is absolutely essential if you’re collecting, analyzing, transferring, or otherwise dealing with big data. Use encryption, multifactor authentication, and systems monitoring to assure you’re the only one cashing in on your big data efforts.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.