Data Goes Big
The campaign is over, but the big winner in the 2012 election cycle was clear – DATA – and a truly game-changing approach to marketing. If Team Obama taught us anything, it was that smart use of data throughout the marketing cycle, across all areas of an organization, really does change everything. This is not about the big, glossy mass message and “The Big Idea” anymore. Data Driven Marketing (DDM) is not just more and “bigger” customer profiles. This is different data that leads to wholly new approaches to customers and creative executions. It is about targeting behaviors not demographics. Its mass of offline and online, social, transactional, geo-location data sets now track consumers who are on “journeys,” not in purchase funnels. They demand marketers build “user experiences” from multiple touch points and places. It is about linking data at the customer level to create personalized messages targeting specific needs. The Big Idea is replaced by many laser-targeted and personally tailored ideas. It is about analytics being woven so deeply within an organization that it informs everything from flying a banner campaign to the very design of the product the campaign is advertising. And perhaps most of all, Data Driven Marketing is about real-time – organizations and their agencies learning to iterate, reassess, scrap and rebuild their messages as their customers respond.
At OMMA DDM we do a big think about how big data truly changes everything about how marketers relate to consumers, how companies conceive and bring products to market, how audiences and messaging are segmented with unprecedented precision, and how the traditional ad agency itself must serve clients in new ways. Big data really does change everything about marketing, but it requires a big rethink about how it all gets done. Just ask Team Romney.
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