There are few things marketers love more than data.
Data provides a holistic picture of a marketer's audience, and big data allows for prediction and hyper-personalization.
Our seventh installment of the #G2Fireside Twitter chat encompassed big data, how its used in marketing, as well as some SEO trends pertaining to the BERT update. This Twitter chat was made for data-driven marketers.
Let's take a look at some of the insights, starting with our first question about how marketers define big data and what it means to them.
Q1: Why is big data important in marketing?
Matt Bentley, our guest contributor, hits the nail on the head with why a marketer should care more about big data right now.
A1: Big Data is important to marketing because it will make you a better marketer! ✅ More nuanced understanding of your customers ✅ Highly targeted messaging ✅ Identify and respond to trends more quickly ✅ Predict the future!#G2Fireside
Alice Corner from Venngage expands on Matt's first point of providing a more nuanced understanding of customers and focusing on user intent.
A1: For me using big data in marketing is all about having a clearer idea of user intent, and reaching users in the right place at the right time to make marketing more effective, but there's no doubt it can be easily abused! #G2Fireside
Aishwarya summarizes the above insights and mentions how big data can humanize our customers more than we can imagine.
A1. As a brand, you serve customers. What better way than making this whole journey a personalized one for those customers? Big data is a tool that’ll help you predict and project, but in the most humanized way possible, to provide the best customer experience. #G2Fireside
Q2: Tag a company that you think is using big data well
A common theme for our Twitter chats is to look at brands that are high-performing for a particular topic. When it comes to big data, Sara tagged Grammarly, a writing-assistant software powered by artificial intelligence.
I round out the second question with a less conventional brand, the Houston Astros Major League Baseball organization, and how it used big data analytics to capture a World Series title in 2017. Sports is one of the most trending industries applying big data today, with teams vying for competitive advantages.
A2: Not your traditional company, but the @astros applied big data flawlessly in their 2017 season, which led to a World Series win. I'm always fascinated just how valuable big data is for virtually any industry now. #G2Firesidehttps://t.co/nG2atmb9ui
Data management is the practice of collecting, validating, storing, and processing data so it can be analyzed correctly. Marketers rely on data management and tools for analyzing data. Sara mentions some of the tools in her stack:
A3: With more marketing data than ever before, we sift through what's most important to our users with CanIRank, Analytics, Intercom, and a wide variety of other tools. #somuchdata#G2Fireside
Q4: How does a marketing team become more data-driven?
Every marketer should aspire to be data-driven, however, this takes a company-wide cultural approach. Sara says education is key for becoming data-driven:
Q4: Hire data-engineers to teach the team. Mostly kidding. Ongoing training and education, because improper use of data can be the "fake news" equivalent to marketers. Data-Science classes for everyone! #G2Fireside
Data silos reside in many businesses, even they're not aware of it. Centralizing and standardizing this data is imperative to becoming data-driven.
A4: Removing data silos is just one of many ways. Having the right data in a centralized, easier-to-manage space is extremely beneficial for more than just the marketing team. We should all be drawing insights from the same information. #G2Fireside
CanIRank wrote a blog analyzing big data for the latest update.
A5: We have our own software that collects 549 data points on every ranking URL. After algo changes, we analyze the data to identify which signals correlated with gains and which lead to drops. Here's an example for Google Core update: https://t.co/Gbjgx1ku50#G2Fireside
Google's BERT update, one of its largest algorithm updates of all-time, was recently released. Google states its algorithm will focus more on the context of keywords. Here's Matt's breakdown of the update:
A6: BERT improves Google's language understanding, esp. for conversational queries where syntax and context matter. If you're paying attention to intent in your optimization, you'll want to adjust accordingly: https://t.co/61BWNJXReh#G2Fireside
Q7: What plans do you have to use big data in your marketing strategies?
For big data to truly be harnessed by more marketers in the future, data science adoption will need to take place. Here's my take on the future of data science, drawing insights from and IBM Quant Crunch study:
Q8: What is a good background to get into data analysis?
Our final question complements the previous one about the wide data science gap. How can marketers and those interested in being more data-driven do their part? Sara dropped a resource by Regina Hartley and TED.
Q8: I'm going to go with - it doesn't matter the background, it matters the discipline in learning. And sometimes it's better to bet on the scrappers than the silver spoons. :) https://t.co/FSsd8UQrWF#G2Fireside
Devin is a growth marketer at Nextiva and a former content specialist at G2. Prior to G2, he helped scale early-stage startups out of Chicago's booming tech scene. Outside of work, he enjoys watching his beloved Cubs, playing baseball, and gaming. (he/him/his)