Companies are beginning to see the return on investment they have made in Big Data. Although this is still a rough diamond and much remains to know to take advantage and offer a great, personalized consumer experience, the fact is that brands beginning to see the results.
According to a survey conducted by Forbes Insights and Rocket Fuel to senior marketers in the United States, 85% of agencies and executives ensures that through knowledge of consumer behavior that has given them the Big Data have launched more than half marketing initiatives of their companies.
Another important 81% attributed to the vast information their customers now have more than half of sales growth they have experienced their income statements. Also above 70% of agencies and executives believe the Big Data has benefited their business ROI, high and records services, customer satisfaction or capturing leads.
There is little difference between the sensations experienced by advertising agencies and marketers, because both segments are well aligned: 64% of agencies and 60% of marketers believe that the Big Data has allowed them to develop knowledge of consumer experience and helped them design more useful strategies.
On the other hand, 52% of both agencies, as 50% of marketers say the Big Data is proving very positive to analyze consumer feedback in detail and identify those products that best work or would like to have. In addition also they identified as the major benefits a better understanding of the views of users and the circumstances favoring engagement and purchase.
It is indisputable that the web and now more than ever with mobile devices, is increasing by leaps and bounds their role in collecting data on consumers. 65% of companies now considered internet as their main source of information about consumers (Forbes Insight). Information that companies have at their disposal in many cases in real time and without asking directly to the consumer or disrupt the user experience.
The challenge is how to manage all that data, collecting only those who need the company and for those who have fixed some previous goals and achieve fulfill their purpose: to offer the customer a better and more personal experience, according to the amount of data this brings on itself.