The term “big data” has become quite prevalent in the marketing world lately. In a previous Central Desktop article, I examined the notion of big data and how it pertains to how brands and agencies work today. We started with a simple definition of big data.
In our marketing world, big data describes the plethora of information we have accumulated through the monitoring of consumers as they browse, socialize, search and purchase online. Every time a person visits a website, a cookie is dropped within their browser. Every time a person responds to a call-to-action from a landing page, data from the form they filled out is captured.
That’s just a small example of big data’s makeup. Dan Zarrella, HubSpot’s social media scientist, told me a little bit more about the kinds of data that are important to marketers and agencies – and how marketers and agencies should be using that data.
