Seven Reasons Marketers Must Pay Attention to Big Data

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Measure the halo effect of television.

If you’re a marketer, you’ve probably heard about the halo effect of television advertising, but do you know how to measure it? When a consumer sits down in front of the TV, it is likely that he has a laptop or iPad beside him for browsing the Web. True attribution allows marketers to measure the effects of TV advertising on other marketing initiatives. The advanced algorithms analyze traffic across all digital channels before and after a TV spot airs, and correlates that with the offline ad log data. This allows marketers to determine what portion of direct visits stem from the TV ad, as well as the halo effect, meaning its impact on other online channels, such as search, display and affiliate.

Big Data was one of the hottest phrases of 2013, said first by technologists, and now echoed across organizations, especially by marketers. Why? Because marketing is no longer just an art; it’s a science. Marketers need to measure increasingly complex campaigns and customer touchpoints, and they haven’t always been comfortable with the number-crunching side of their jobs. But when they realized Big Data can empower them within an organization – and that smart tools can help creative types analyze data to answer critical questions – marketers quickly got on board.

Marketing campaigns generate Big Data across multiple channels, but how can a marketer make sense of it all? The answer lies in attribution. Not last-touch or first-touch, but regression-based, algorithmic attribution that tracks users across their entire paths to purchase from first exposure to conversion, and scientifically attributes value to each marketing touchpoint. In 2014, marketers will increasingly use Big Data and attribution to validate their marketing dollars.

Jeff Zwelling, CEO and co-founder of Convertro, presents seven reasons why marketers need to pay attention to Big Data and learn how to use it to their advantage.

 

Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

 
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