Our Blog is dedicated to spurring conversations about our industry. Every week our Brand Architects will share their views on an array of marketing topics. We’re glad you’re here, and hope you’ll keep coming back.
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The open source framework Apache Hadoop has traditionally been used for batch oriented processing of very large data sets in a distributed environment, primarily in the context of analytics. As brands begin to focus more on how to reign in and leverage the vast data assets available today for real-time decisioning, we anticipate significant impact and growth of “Big Data In Motion”. The “in motion” represents real-time information flow for handling extremely large streams of data present in a wide variety of businesses, including capital markets, healthcare, energy and social media.
In recent years the marketing industry has witnessed a significant shift towards real-time marketing, and rightly so. Timely, relevant communications improve customer engagement, loyalty and sales. However, while many marketers today are utilizing some real-time marketing strategies, such as social media, mobile applications or call center applications, very few have fully integrated real-time into all of their marketing activities.
Last month the Global Language Monitor released a list of what they deemed to be the most confusing buzz words of the decade thus far. Topping the list was “big data,” a term we use frequently in the marketing world. The problem is there hasn’t really been a consensus on the definition of big data.
Real-time messaging (RTM) isn’t a new concept. But it’s surprisingly underutilized.
From what I’ve seen in the European market and beyond, real-time technology today is efficient and readily available across a number of channels. For email marketers I challenge you to move past the batch-and-blast routine to a more data-driven, real-time strategy. I guarantee you’ll be better positioned to succeed in building customer loyalty and generating much greater ROI.
Earlier this month Dan DeZutter, marketing technology veteran and Epsilon’s VP of Marketing Technology, wrote an article for Retail Online Integration entitled, The Journey to Real-Time: 5 Steps for Retail Marketers. Dan was spot on with regards to how retailers should kick start their real-time marketing. In the article, Dan outlined five critical steps to follow:
