DEFINITIONSfor the REAL WORLD of BIG DATA MARKETING 9 TERMS YOU AND YOUR TEAM NEED TO KNOW

VolumeVolume is the amount of data, and itincludes data from traditional andnon-traditional sources. 1Volume1VolumeVolume is the amount of data, and it1Volume is the amount of data, and itincludes data from traditional and1includes data from traditional andnon-traditional sources. 1non-traditional sources. 1

Think about the transactional data from a typical grocery store shopper.

The products purchased and the frequency of each sale, that’s big data.

Now couple that traditional data with the digital data from that shopper’s Facebook page. Then, add all other shoppers’ Facebook pages, too.

As remarkable as it sounds, there is now the equivalent of 100 terabytes of data uploaded to Facebook every day.

(100 terabytes is equivalent to the space to store 33 million songs.)

. . . and that’s just one social platform.

VelocityVelocity is the speed of informationgenerated and � owing into the enterprise.2Velocity2VelocityVelocity is the speed of information2Velocity is the speed of informationgenerated and � owing into the enterprise.2generated and � owing into the enterprise.2

There will be 40 zettabytes of data generated annually by 2020.

(According to the International Data Corporation [IDC])

(1 zettabyte = 1 million terabytes)

With 2.8 zettabytes generated in 2012, this means the digital universe will about double every two years until 2020.

VarietyVariety is the kind of data available tocompanies and their marketing teams:sensor data, SMS data, web clickstream data. 3Variety3VarietyVariety is the kind of data available to3Variety is the kind of data available tocompanies and their marketing teams:3companies and their marketing teams:sensor data, SMS data, web clickstream data. 3sensor data, SMS data, web clickstream data. 3

The list of data types is long, and it will continue to grow, adding to the complexity of the data hairball.

Keep in mind: Marketing is both the end-user and a generator of big data.

Big DataMarketingAlso known as data-driven marketing, bigdata marketing is the process of collecting, analyzing, and executing on the insightsyou’ve derived from big data to encourage customer engagement and improve marketing.4Big Data4Big DataMarketing4MarketingAlso known as data-driven marketing, big4Also known as data-driven marketing, bigdata marketing is the process of collecting, 4data marketing is the process of collecting, analyzing, and executing on the insights4analyzing, and executing on the insightsyou’ve derived from big data to encourage 4you’ve derived from big data to encourage customer engagement and improve marketing.4customer engagement and improve marketing.4

IntegratedMarketingManagement (IMM)IMM is the process of merging and streamlining internal and external marketing functions, including data, processes,people, channels, and technologies.5Integrated5IntegratedMarketing5MarketingManagement (IMM)5Management (IMM)IMM is the process of merging and 5IMM is the process of merging and streamlining internal and external marketing 5streamlining internal and external marketing functions, including data, processes,5functions, including data, processes,people, channels, and technologies.5people, channels, and technologies.

Marketing OperationsManagementBig data marketing relies on a set ofprocesses and applications that provide a framework to systematically plan, manage, and execute marketing operations, including budget, marketing planning, and content management.6Marketing Operations6Marketing OperationsManagement6ManagementBig data marketing relies on a set of6Big data marketing relies on a set ofprocesses and applications that provide a 6processes and applications that provide a framework to systematically plan, manage, 6framework to systematically plan, manage, and execute marketing operations, including 6and execute marketing operations, including budget, marketing planning, and content 6budget, marketing planning, and content management.6management.6

CustomerInteractionManagementManaging customer information acrossmultiple touch points, including theInternet, mobile, social media, and of� ine channels, is crucial for marketing success.7Customer7CustomerInteraction7InteractionManagement7ManagementManaging customer information across7Managing customer information acrossmultiple touch points, including the7multiple touch points, including theInternet, mobile, social media, and of� ine 7Internet, mobile, social media, and of� ine channels, is crucial for marketing success.7channels, is crucial for marketing success.7

Customer interaction management evolved from campaign management and includes expanded analytical and digital engagement capabilities.

DigitalMessagingDigital messaging includes any of a variety of tech-based marketing communications, including email, SMS messages (texting),mobile app noti� cations, and social media posts.8Digital8DigitalMessaging8MessagingDigital messaging includes any of a variety 8Digital messaging includes any of a variety of tech-based marketing communications, 8of tech-based marketing communications, including email, SMS messages (texting),8including email, SMS messages (texting),mobile app noti� cations, and social media 8mobile app noti� cations, and social media posts.8posts.8

DigitalMarketingWhile many of us understand thefundamental concept of digital marketing, it is important we are truly talking about the same thing when we use the term. 9Digital9DigitalMarketing9MarketingWhile many of us understand the9While many of us understand thefundamental concept of digital marketing, 9fundamental concept of digital marketing, it is important we are truly talking about 9it is important we are truly talking about the same thing when we use the term.9the same thing when we use the term.9

A great example of digital marketing is when a consumer visits a website, clicks on a product, abandons it, and then sees that same product appear as an advertisement on his or her Facebook page.

Other examples involve value added content versus straight-up advertisements; with these, the consumer and the marketer share more interactions.

Once marketers are able to unlock

and harness big data, it can pave

the path to the so-called marketing

Holy Grail, that elusive 360-degree

view of the customer.

Learn more fromBig Data Marketingby Lisa Arthur

http://bit.ly/WileyBigDataMarketing

Cover photo © iunewind/iStockphoto

Source: Laney, Doug. Meta Delta Application Delivery Strategies. “3D Data Management: Controlling Data Volume, Velocity, and Variety.” January 2012.Online reference. http://blogs.gartner.com/doug laney/fi les/2012/01/ad949–3D-Data- Management-Controlling-Data-Volume-Velocity-and-Variety.pdf.

Source: Cloud Partners. “Facebook UsersUpload 100 Terabytes of Data Daily,” Blog post. March 28, 2012. Online reference.http://www.cloudpartnerstm.com/facebookusers- upload-100-terab/wsdindex.html.