With so much to track, organise and analyse, it can be difficult to know where to begin.Today, leveraging big data is technically and financially viable for smaller companies in a way that it never has been before.
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Big Data & Digital Marketing
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Data analytics as the key to know your customers and offer them what they really want.
Curated by
Luca Naso
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What if our car could talk with the other cars on the road in order to find out when a reckless driver is approaching, so you and your trusty car can get out of the way? Well, with big data technology cars could start doing just that.
Luca Naso's insight:
Here are five ways how car manufacturers can use the data cars generate to make our cars smarter: 1. Talking Cars 2. Decrease congestion 3. Proactive Maintenance 4. Self-Driving 5. Personalized Experience 
Richard Platt's curator insight,
November 29, 2013 9:11 PM
(from the Curator of IoT & Wearables): An example of how Big Data can be useful if analyzed / interpreted and evaluated for improving the customer experience
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Big Data is only part of the CMO’s new armoury. It’s what you do with that information next that has the biggest impact on the entire customer experience.
Luca Naso's insight:
Turkcell achieved a $15m uplift in additional revenue just by switching from traditional batch marketing to right-time methods. The data in itself is meaningless, but by pairing the data with the right analysis tools marketing and the customer experience chain can respond in ways never thought possible. Big Data is the bullet. Analytics the gun. The impact only happens when you decide to combine the two.
Alex Kantone's curator insight,
September 4, 2013 6:00 AM
The impact only happens when you decide to combine the two. 
Fàtima Galan's curator insight,
September 12, 2013 6:46 AM
The data in itself is meaningless, but by pairing the data with the right analysis tools marketing and the customer experience chain can respond in ways never thought possible. Speed is not the key factor, creating consumer relevance is.
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Big data, meet fast data. Lotus Formula One team uses more than 200 sensors on the car to measure tires, brakes and more for real-time alarms and post-race analysis.
Luca Naso's insight:
F1 racing can benefit largely from Big Data. Although a Lotus car has over 200 sensors collecting data, it is more about FAST data than BIG data: teams on the track need to make decisions in 30'. I believe that a crucial point would be learning the drive style of the two pilots, and then use this knowledge on race day to predict what and when could go wrong.
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The phenomenon of big data certainly comes with big promise. Getting to the point, however, requires first harnessing the data.
Luca Naso's insight:
Taming Big Data is a big deal, this article suggests 6 simple tips that can help in the process. To me, the most relevant are: - Apply the “lean startup” approach - Create a diverse team (no silos allowed) - Set clear goals and face them one at a time
Which is the most important step for you?
sophiedesc's curator insight,
July 4, 2013 6:32 AM
1) Think continuous evolution and iteration, not instantaneous. 2) Align big data goals with your individual business goals. 3) Sell the concept internally. 4) Create one team for big data. 5) Your own data is best. By far. 6) Aim for real-time optimization, customer by customer. 
Michael Allenberg's curator insight,
July 4, 2013 11:09 AM
"With great power comes great responsibility!"
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It’s fashionable these days to dismiss big data as overhyped and underwhelming. Just like in the 90's about internet: “That’ll only matter for scientists and engineers!”
Luca Naso's insight:
That's a fact: nowadays there is a lot of talking about Big Data, even from people having no clue about what it really is.
Here is another fact: Big Data can make you leapfrog the competition.
You don't need to make a lot of buzz on Big Data, just get involved, even silently: 1. Create your Big Data group (including IT and marketing specialists); 2. Start brainstorming to define your plan; 3. Choose a single responsabile for the plan; 4. Execture the plan; 5. Measure its effectiveness, and iterate.
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"For eBay, data is about value so if you cannot get value from big data you should not even work on it," eBay director of analytics platform and delivery Alex Liang said.
However, getting the value proved difficult because eBay’s integrated analytics environment has more than 100,000 data elements, 90 petabytes of stored data and tables containing 3.5 trillion rows of data.
Luca Naso's insight:
At eBay they realised how important Big Data is: “We are facing very aggressive competition from other sites so data is the biggest advantage for eBay. Every business initiative we make is based on data” Integration in Big Data does not mean to break just data silos. Because the business environment is much more complex, you cannot have one analyst working independently. People must be working with each other to get deep data insight.
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Gamification can help organisations become an information-centric organisation as well as get more involved customers.
Luca Naso's insight:
Gamification and Big Data are soon going to become best friends.
The former offers a very natural and non invasive way to collect relevant data. The latter provides the intelligence engine needed to engage the 'customer/player' with the next level/challenge.
Again: integration and real-time analysis are fundamental.
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The Big Data Real-time Application is a scenario to return the computation and analysis results in real time even if there are huge amount of data.
Luca Naso's insight:
In recent years, due to the data explosion, and the more and more diversified and complex application, new changes occur to the database system:
esProc, by Raqsoft, is a new Big Data computing solution that claims to solve all of the issues at once.
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As Social Data Week approaches, we spoke to Erik Huddleston, CTO and EVP of Product at Dachis Group, a big data social analytics company that offersproducts to help brands harness real-time social marketing
Luca Naso's insight:
The key is not to try and hijack the conversation, but rather to contribute to it. The most exciting trend is the movement from brands being awash in social data, but not really knowing what to do with it, to integrating social data into specific valuable business process. We can now process these huge volumes of information to give a brand a specific bullseye on the conversations they must join to be relevant with their consumers. Before, brands weren’t ready to seize that opportunity, but now they are.
Muhammad Isa Ismail's curator insight,
February 7, 2014 7:15 PM
Brand has to stand out from their crowd…be different !!!
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As businesses start to implement big data platforms, a common problem is figuring out how to measure the return on investment. MapR's Michele...
Luca Naso's insight:
Before investing in a Big Data tool or project, business managers need to decide which questions they would like Big Data to answer. The types of questions business leaders want answered generally fall into one of four categories: 1. Performance Management (to answer pre-determined questions) 2. Data Exploration (questions for new insights) 3. Social Analytics (know your customer) 4. Decision Science (to query the community)
Masanet's curator insight,
August 29, 2013 4:09 AM
Before investing in a big data tool or personnel, they need to decide which questions or problems they would like big data to solve. This criteria will then determine which big data strategy businesses should incorporate and determine how the success of big data is measured.
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Big data financial info company raises $1.25 million
Luca Naso's insight:
Minetta Brook is creating a product that combines news and financial data to provide real-time, relevant information for financial traders and analysts. For this they get $1.25 million, and counting. As I always say, Integration and Real Time are key features of Big Data applications.
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Auto drivers spend the vast majority of their time peering through the windshield, only a fraction of that time glancing in their rear-view mirrors. That's because driving is a mission-critical activity, not unlike the decision-making required to run a serious business. Why then do most executives focus their analytical attention on the past? Why not look at what's happening now, what's coming down the pike?
Luca Naso's insight:
SQLStream is a real-time streaming Big Data software company headquartered in San Francisco. SQLstream provides a relational stream computing platform for analyzing large volumes of service, sensor and machine and log file data in real-time. Unlike a traditional relational database management systems (RDBMS) SQL query, which returns a result and exits, streaming SQL queries do not exit, generating results continuously as soon as new data become available.
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Sports produce data. Big Data. Big Data is one of the latest trends to shake up the sports world.
Luca Naso's insight:
How can Big Data affect sports? More than what one might think. here are two examples.
1. Professional sports has started to implement Big Data analysis into player evaluation processes.
The MLB, for example, is using a new technology, called FIELDf/x, that tracks and digitally records the position of all players and hit balls in real-time, thus allowing teams to sift through data and better analyze the defensive efficiency of specific players.
2. Can you imagine a system that automatically follows your favourite sport events? That gives you real time reports, that posts on the social media that you actually care about, that personalises the text only on the event that you follow, that sifts through more than 100 years of stats?
Stop imaging, Automated Insights is doing just that, and more: the content sounds like a human wrote it.
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Big data in and of itself doesn’t do a company much good. The key is to couple that data with high-speed data analytics in order to be able to make real-time decisions.
Luca Naso's insight:
Knowledge is THE key to success and an integrated strategy is what you need to get there.
Listen to your customers, on every channel they are using Look at them and understand what they are doing Interpret the data to gain insights Deliver the product that best matches those needs or conditions
Web Signage (www.websignage.eu/en/) is a web platform that can do just what is described in this article: "offer special deals on a screen based on whether the person standing in front of it is a child, adult, male, female, ..."
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Luca Naso's insight:
Keeping data confined in silos is like having the best components for a computer, and mounting them each on a different workstation. It's an extremely bad usage of top class elements, a loss of a huge potential.
Integrate and aim at real-time analysis, that's the way.
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Based on Big Data analysis, one has the ability to capture and uncover meaningful insights that can be translated into improved ROI on marketing activity.
Here are a few lessons learned in the performance marketing world that small businesses can apply to their own efforts to exploit the potential of Big Data:
1. Use Active Tracking Links Where Possible
2. Get Granular
3. Analyse Holistically, aka avoid silos!
4. Analyse in Real-time
5. Visualise