The Rise of Big Data

The rise of big data represents a huge opportunity for marketers everywhere.

The numbers are stunning. According to research by the McKinsey Global Institute, data generated by businesses is projected to increase by 40 percent annually. Furthermore, in 15 of the 17 major industries in the United States, more data is stored per company than in the entire Library of Congress.

Companies are amassing new and different types of information about their customers—from sensor data to social media content—at ever-increasing rates, but volume isn’t the only challenge. They must also harness customer data to rapidly analyze it for new insights, using that information to create personally tailored marketing campaigns for the best possible customer experience in every single engagement. We call this data-driven marketing, and it’s one of the most effective ways for marketers to take full advantage of the extensive customer data already in their possession.

Big Data Myths

Is big data just an IT issue? A lot of marketers seem to think so—but the facts say otherwise. According to a global survey of more than 2,200 marketers conducted by Teradata in 2013, 71 percent of respondents said that they planned to pursue a big data deployment in the next two years.

A scalable and sustainable datadriven marketing solution requires you and your team to collect and connect large amounts of data, gain real-time insights, and bring those insights to market by way of a tailored campaign. IT departments can offer the tools and expertise to make that happen, but none of it will be truly effective unless it’s informed by a strategic vision. And that vision starts with marketing leadership.

Global Perspective

What steps are marketers taking to harness their data for competitive advantage? We wanted to find out. So we talked to them—and arrived at some pretty stunning insights.

Strategic Alignment

According to research firm Gartner, marketing executives will outspend technology executives on technology by 2017. Or to put it another way: The age-old gap between marketing and IT organizations has now become a clear overlap. With so much in common—and with so many opportunities to join forces for greater efficiency and effect—why aren’t marketing and technology executives more closely aligned?

Where to Begin

Let’s say you already understand the critical importance of datadriven marketing. How do you get started? The first step is simply knowing where you’re going— setting the right goals for success, and asking the right questions to get there.

The Right Technology

When you’re ready to embrace the full impact of data-driven marketing, Teradata is ready to support you with a solution that provides unified customer data, advanced analytics, and comprehensive integrated marketing management. By choosing the right technology, leading with a shared organizational vision, and implementing your solution with help from seasoned experts, your data-driven marketing ecosystem will be positioned for long-term success.

Customer Success: DSW

Kelly Cook believes the extraordinary should be the norm. As senior vice president of marketing at shoe retailer DSW, she leads a hugely successful data-driven strategy based on emotional connections.

For example, when store managers wanted to send thank-you notes to the top 25 customers from every store, Cook used the latest sales data to deliver relevant contact information so that managers could quickly and easily exceed their customers’ expectations.