By Anthony Lambrianos – s3668693 – Digital Marketing – Week 8
Today’s Blog is going to focus on what Big Data is and how digital marketers use it in achieving personalised experiences for consumers. According to SAS Big Data Professionals, big data describes a large volume of data that can be both structured and unstructured, which often floods the business daily. When it comes to big data the most important thing is how a company makes use of it as big data can be analyzed to discover trends, patterns, and more that may lead to improved strategic decisions that will benefit the business.
According to Baiju NT 90% of the worlds data has been created in the last two years, and most companies only analyze about 12% of the data they gather. With this marketers are able to take this data, analyze it and make decisions on a multitude of things. For example, Cookie files generate data on the search history of consumers and allows digital marketers to find out exactly what the consumers want. Essentially Big data takes the guessing out of the process of finding out what customers want.
Big data also allows marketers to display the correct web content and adds by tapping into the data base and finding what content is more engaging and attractive for each customer, for example how Netflix displays programs they think you might like based off of what you have watched in the past – Jas Saran 2018
Depending on who is using the website will determine what the website looks like, although this can be a difficult process for digital marketers to achieve, its an increasing demand amongst consumers for more personalised experiences. According to Jas Saran 2018, if digital marketing teams cant achieve this, then they cannot help their organisation, and without being able to create personalised experiences for customers the organisation will not be able to keep up with those who can and will lose consumers.
Personalized experiences often lead to increases in loyalty, impulse purchases, revenue and fewer product returns – Shep Hyken 2017
So my Question to the blog readers and my fellow digital marketers is do you believe that having personalised experiences as a consumer is important and that the value for an organisation to participate in Big data and providing personalised experiences using this data is imperative in todays market? Personally I do believe it is, as having an experience that is tailored for you is always more enjoyable and practical and makes it easier for me to spend my money then when I have to spend longer searching through stuff I’m not interested in.
Thank you for reading my Week 8 Digital Marketing blog, feel free to comment and have a discussion with me, I look forward to seeing you next week!
Kind Regards, Anthony Lambrianos
Anthonys Blog 
Great blog this week Anthony, I appreciate your knowledge on Big Data and it has opened my eyes on some of the benefits gained when incorporating it into tailor made consumer experiences. So to answer your question, I feel that a tailor made consumer experience is 100% necessary into todays day and age, everyone wants to be treated in a special exclusive way, including myself, however it depends on the type of product/service, I don’t need a tailor made experience when buying milk or bread. However, I did want to ask you how you feel about the privacy concerns related to big data and how it is gained?
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Dear Steve, I am glad the blog helped you and appreciative of your comment, I completely agree with you on consumer experience being tailored to the consumer for more specific and important product/service purchases. I think that’s something that marketers should be more concerned with in the future. When it comes to privacy, big data analysts and marketers have a responsibility to users to be transparent about data collection and usage. If methods such as that of Facebook are being used to gain data on consumers I would consider it a definite breach of privacy and would most likely damage the companies reputation heavily.
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Thanks for the response, I think I would have to agree with you on the privacy matter, I have one last question, how do you feel about the difficulty and expenses that come with storing big data and the possibility of small businesses using big data?
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Great Question Steve, In the near future almost all major companies will need big data storing platforms to store their types of business data and the demand of big data storing platforms is ever increasing. So now we need to find the solution whereby we can compress data size and store more data easily. In Terms of cost for a small business, I personally feel that the expenses are too heavy as well as the cost of maintaining all the servers and analysts.
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Thanks for the post Anthony, I found it most informative. Our society is changing so rapidly concerning technology and it is so important to flow with the vast and quick changes of how we house all the information that is being put out into the world through technology. My only concern is the ability for people to secure their data gained, what’s your opinion on data security?
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Thank you for your Comment Stellios, to answer your question; A lot of organizations have claimed that security is difficult. This data is made available from numerous sources, and therefore has potential security problems. You may never know which channel of data is compromised, thus compromising the security of the data available in the organization, and giving hackers a chance to move in. It’s necessary to introduce Data Security best practices for secure data collection, storage and retrieval.
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