The Big Data embodies everything good marketer has always dreamed but for now, it’s just that sea of doubt. For most companies, 75%, is a challenge cover, interpret and learn to capitalize on the amount of information that is collected from the data provided consumers voluntarily or through your web browsing.

Let us leave data, Internet, wherever we go: when we buy online, while browsing through the geolocation of mobile and what we are counting on our activities or tastes in social networks. It is assumed that all this huge amount of data would have forever changed the role of marketing. It is supposed to have finally achieved that communication with the client was really from you to you. Why it has not happened yet?

Because instead of promoting dialogue with the consumer, now that we know so well, it has been using Big Data to impact it in a somewhat clumsy and ineffective. substantial resources are used to get and store more data of customers better, without knowing, once we have them all, so we will use.No previously established objectives.

Therefore, according to Michael Plimsoll, director of marketing at Adobe, the solution is to set goals at the beginning of the whole process. Knowing what you want, what you intend to find answers; if it is to know how to retain the consumer, to achieve cross-selling, up-sell or just to attract customers. Knowing the goal, you just have to find out what data you need to get to it are.

Plimsoll states that the use of Big Data in marketing should follow four steps. First, listen through social media, CRM tools or any other source.Second, collect the data you need based on your pre-set goals and analyze the right message for each customer. From there it is time to group messages by type of customer and finally send them taking into account the device in which they will receive.

Where must direct the Big Data

Big Data’s potential is incredible as long as fulfill the premise that the more data we get, the better it must be the experience. It is a matter of high personalization at its best. Starting because the messages are relevant, giving consumers recommendations that make sense to them and bring something of value. The engagement is not more than that, give the user sufficient reasons to want to continue surfing on our pages, to want to continue to interact with us. The passion in the world of sports comes in handy to illustrate what we mean: what would wake up feeling if we offer a fan of Real Madrid an annual subscription to the daily Sport? Why, we ask our customers have given us much information about their tastes and preferences if we end up offering something that has nothing to do with them.

Can you tap into that stream of information for the benefit of marketing, to develop more segmented and customized targeted an increasingly modern and hyper consumer messages? Yes, and here it comes the time to dream about the Big Data, that makes possible marketing able to segment in real time.

The technology has paved the way allowing two devices to connect when they are close. Crossing data such as purchase history can generate much more satisfactory experience for customers. It is possible, for example, send a link to download a song in Spotify band poster by just passed a consumer.We may not know his full name but we know that he has gone to his concerts, we have that data. It would be a smash hit to that level to customize messages.

The only barrier and the Big Data are the problems associated with data privacy and fears of users to offer them. And at this point, it is in the hands of the industry the task and responsibility of educating the consumer. Must redouble efforts to make him see the benefits they get in return.

The Big Data sounds great opportunities but still will witness its first steps.And although the promised personalized experience is far worth the chance.