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Big Data Analytics – 5 ideas to consider

As someone who drives complex ideas through and around dozens of roadblocks, I am often reminded that one of the best ways to help people is simply to highlight the right resources that will eventually transform into knowledge and wisdom.

In one of the most complex areas of my endeavors is the current ‘seizure’ mentality that is stopping the right technology and trends at the appropriate levels. This is especially true of the Big Data conversation that is challenging all levels of business.

Ironically the small and mid-sized business teams are having an easy time gaining traction in understanding the issues that affect their business. The small and medium businesses bring another problem: not having enough Big Data to play with and the budget to bring the expertise to make the initial change.

So the key to think about:

Enterprise Player = focus on tactical and economy of scale.

Small and Mid-sized Business = focus on wisdom of larger data providers.

If you are in an organization that is currently considering a Big Data initiative, please  take a moment to reach this article by John Weathington over at TechRepublic = To get Big Data buy-in, IT should let go of proof of concept …

Once you have had a chance to read it, come back and explore some of these other Big Data articles with the mindset of initiating the process with the right team and executive support in place. The simple reality is that Big Data isn’t an IT issue; it is a game changing opportunity for executive leadership and owners who choose to be nimble.

— ADDITIONAL READING —

Dynamic data analysis the future of big data: Brainmates – ZDNet

Big data isn’t all about beefing up marketing strategies for organisations, according to founder of the product management …

“As a predictive tool, big data can deliver better products, but to effectively achieve this, product managers should use big data to test the questions that have previously been impossible to answer until after the product has gone to market,” he said. “Too often, we are led by what we think we can do and are trapped on those rails, whereas if we imagined the impossible, pretty soon we will find it has already been done elsewhere.”

Can Big Data make government cheaper? – ZDNet (blog)

The movie “Moneyball” celebrated a “Big Data” approach to maximizing returns from investments. Can Big Data do the same for government?…

“Today’s young people – hammered by the Great Recession, the loss of middle class jobs and gridlock in Washington – may take a more pragmatic approach. Stress – like the Great Depression and WWII – seems to focus Americans on solutions rather than ideology.”

Putting a Dollar Value on Big Data Insights – Wired

The Big Data phenomenon produces some mind-boggling statistics, such as the fact that the volume of global data produced doubles every two years. At the University of California at Berkeley, researchers …

” To cite just one example, retail giant Walmart was able to use Big Data analysis to drive a 10%-15% increase in completed online sales for $1 billion in incremental revenue, which is a well-planned ROI using data.”

5 Big Data Projects That Could Impact Your Life – Mashable

GCN argues that the first “big data” software was IBM’s DB2, a database management system it released back in 1983. What’s new is the ability to compile and process everything at such large scale …

“It’s a swanky term for a not-so-sexy concept: the idea that mass amounts of information can be analyzed to find hidden patterns, buried beneath terabytes of numbers, in Facebook posts,Google searches and Amazon purchases. These patterns can predict social trends and, in some cases, reengineer the way we live.”

 

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MarketMix 2011, Event Pre Game

Join me at MarketMix 2011 Wednesday March 9th. I’ll be co-presenting along with Stuart Jenner from Marketek Consulting Group on the topic of improving your analytics (See full MarketMix 2011 agenda here)

Analytics and paid search should be on every team’s radar. Making assessments can be tough, but using every tool available to you can make all the difference. Great coaches continually gather and review stats on every player, because you have to know what’s working and what adjustments need to be made to your game plan. With optimization, the biggest change from a year ago is the way Google is, in some instances, integrating results from a number of different data sets. Businesses that care about local marketing are most impacted by this. Coach Jenner will cover local ads, local optimization, ads targeted to local sites (PI, Times, blogs) and guerrilla PR techniques for blogs and press.

In this session we will drive into some straight-forward strategies, along with some specific tactics for segmenting your message and refining your target.

In a nutshell, I’m going to

  • push audience members to rethink what areas they are looking at to measure ROI.
  • define segments of social media; including influencers and priority prospects.
  • challenge attendees to establish new models for executive stakeholders to think about.
  • make marketers think outside the box by removing ‘the box’ from the equation.

I’m open to virtual questions and answers both before and after. If you would like to get a specific digital analytics question answered, please feel free to leave a comment below or contact me directly.

You can gain some additional insight on this topic by reviewing some of my other articles:

You can check out a full list of speakers @ MarketMix 2011 here.

Rod Brooks
VP, Chief Marketing Officer
PEMCO Insurance
@NW_mktg_guy

Shannon Burley
VP of Marketing
Seattle Storm
@SeattleStorm

Stephanie Gray
Marketing Manager
Seattle Seahawks/Seattle Sounders FC
@Seahawks
Gregg Greene
Director of Marketing
Seattle Mariners
@TheRealMariners

Porter Gale
VP Marketing
Virgin America
@VirginAmerica

Paul Anderson
Columnist, Speaker
Career Psychology Consultant
@ProLango

See you @ MarketMix 2011 !

Video Editing Tools on a Budget

As a follow-up to my equipment list to what is in my HD mobile video kit, I wanted to discuss some of the affordable video software that is available.

I use every tool on this list. Some of them don’t fit my exact needs as an individual (but they do fit client needs.)

[stextbox id=”info”]To give an idea of my experience with tools like this, I also use some higher end video software such as Adobe After Effects, Premiere, and Lightwave. All of these higher end tools are great, but unless you do video work every day it is hard to justify spending thousands of dollars in software.[/stextbox]

So here are some of my favorite budget video editing tools broken into three segments: desktop software, online tools, and iPad/Touch apps.
These tools range from $2 to $150. Read more

Understanding Page One Results

It wasn’t that long ago that the concept of searching the web gave a visualization of finding the desired information in a like-minded format with our ‘search term’ at the top of the page and results listed out in a pretty basic format. Every business wants the sacred ‘1st page result’ on search engines (hopefully earning the fabled revenue that comes with it.)

The search engine struggle also became like a big game of poker: some businesses risked everything on the wrong hand only to have search giants such as Google ‘change the game’ on them. This made progress and expertise in winning the game a difficult proposition (when the house knows the players are winning, it wants to change the rules…)

As search engines like Google began indexing more and more information, the format and availability of non-text information became available. The influx of different types of information give search engines a continual excuse to change the game. It leads to a constant shift of how page one results appear; having visual elements inserted into the mix, along with information that was ‘related’ to the search.

Understanding the game

If we take this basic concept and then visualize the fact that people are simply creating millions of pieces of data every single day, search engines have an infinite playground to test different formats and functionality.

The shift of different formats affects the functionality that businesses rely on for promotional and brand exposure. Every shift creates a gap in learning and opportunity. Depending on the nature of your service and profession, how search engines present your information alongside of competitors and related businesses can drastically alter the way you need to coordinate your online presence. Read more

Reputation Management, the business value of who you are

Two years ago I wrote a white paper regarding the value of reputation management (see below) and the connection points within social media, public relations, executive branding, and business impact. These elements tie together to form the foundation of reputation management: with the business impact (both risk and reward) driving the primary strategic direction of the idea.

The bad part… Read more