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Benefits and Challenges of using Customer Data for Marketing


We live in an era that is dominated by technology and real-time information, the Big Data represents for many industries and areas benefits and challenges. In what if it has strategic management can lead the business to be ahead from its competitors. In terms of Marketing Big Data has an infinity of benefits that yet will be discovered and explored. However, many surveys and studies are showing what good from its business can take advantage 
big data for marketing strategy


Global research run by TCS (Tata Consultancy Services, 2013) showed how important Big Data is for understanding customer behaviour, determining customer value, pricing, segmentation and timing as the main benefits for marketing. The correct analysis of this information can also help marketing departments to optimize brand awareness, especially when they know how customers interact with the brand, and as a result of it to improve customer acquisition as pointed by (Pearlman, 2019). Furthermore, the author brings the data analytics provides Business Intelligence which results in time and cost savings when marketing performance is optimized.  

When we look at the challenges that Big Data can represent for Marketing departments, the overload of Data is one of the biggest issues for many companies. As cited by TCS (Tata Consultancy Services, 2013) handing a large volume of data, variety and dealing with the velocity Data is produced is not an easy job to do, especially for small companies. Other points that represent challenges from the same research are finding a better way to organize Big Data activities inside the company and share information across sectors and departments. 

The importance of having Data performing in all platforms of the companies both online and offline is also a key factor that needs to be considered, that Data is crucial to maximizing the understanding of the multiple ways of the customer journey as mentioned by (Dudharejia, 2018). 


References  
Dudharejia, M. 2018. 4 Big Data Marketing Strategy Issues Holding You Back (And How To Fix Them). [ONLINE] Available at: https://www.smartdatacollective.com/big-data-marketing-strategy-issues-holding-back/ [Accessed on 22 February 2020]. 
Pearlman, S. 2019. Big Data in Marketing 101: Why it’s Important, Where it’s Going, and How to Get Started. [ONLINE] Available at: https://www.talend.com/resources/big-data-marketing/ [Accessed on 21 February 2020]. 
Tata Consultancy Services. 2013. Marketing: Big Data benefits and challenges. [ONLINE] Available at: https://sites.tcs.com/big-data-study/marketing-big-data-benefits-challenges/ [Accessed on 20 February 2020]. 

Comments

  1. Wayne D24 February 2020 at 08:06

    Very well written content. Thanks for posting, Tiago!

    ReplyDelete
  2. Gozde Balioglu24 February 2020 at 08:08

    It is very informative and enlightening

    ReplyDelete
  3. Maël24 February 2020 at 08:10

    very accurate and interesting analysis, thank you for your work

    ReplyDelete
  4. Aishwarya Venkatesh24 February 2020 at 08:13

    Very informative, keep it up!

    ReplyDelete
  5. francisco.cordova24 February 2020 at 08:15

    Very interesting article about customer data in marketing, makes me feel more engaged with this topic. Thanks, Tiago.

    ReplyDelete
    Replies
    1. Tiago Pereira24 February 2020 at 08:22

      I am glad that you enjoyed it! Thanks for your comment!

      Delete
  6. Martina24 February 2020 at 08:25

    The post is very well written and easy to understand. I agree with the statement of smaller enterprises struggling with the massive volume of data but I am sure they are slowly catching up. Thank you for sharing!

    ReplyDelete
  7. Oksana Shevchuk24 February 2020 at 08:29

    Well explained benefits and challenges. Totally agree that both online and offline channels have to be taken into account while considering engagement with customers.

    ReplyDelete
  8. Sushanth24 February 2020 at 10:11

    Well written and definitely an interesting topic.

    ReplyDelete
  9. Sam DBS24 February 2020 at 10:28

    Very informative and clearly explained about the challenges

    ReplyDelete
  10. Carla Martins24 February 2020 at 11:27

    Well done, Tiago. Very clear!

    ReplyDelete
  11. Colin Almeida24 February 2020 at 12:06

    Customer data is important for marketing and you have explained how we can implement it efficiently.

    ReplyDelete
  12. Lais Alves24 February 2020 at 14:06


    Interesting and excellent content. Good job Thiago

    ReplyDelete
  13. Melissa24 February 2020 at 15:59

    Interesting and well written. Thanks for sharing

    ReplyDelete
  14. Marília Martins 25 February 2020 at 01:15

    Good article, very informative!

    ReplyDelete
  15. SAURAV CHOUDHURY25 February 2020 at 03:39

    Great insight 👍

    ReplyDelete
  16. Dylan O'Regan25 February 2020 at 04:32

    Superb work Tiago, with amazing insights. Keep up the great work

    ReplyDelete

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