Five Things Marketers Need To Know About Managing And Using Big Data

Jen Cohen Crompton

Most marketers are coming to terms with the notion that big data is more than a technology challenge, but an advantage for more effective marketing.

As long as marketing and advertising strategies have been deployed, professionals have always understood that by obtaining a better understanding of customer profiles and motivations, and evaluating the executed efforts, the more likely they will be able to strengthen a campaign.

So as a marketer, once you’ve exited the initial stages of figuring out how to collect big data, you are tasked with how to manage and measure data, and what that means to a business. To help navigate this new world of information, here are five things marketers need to know about managing and using big data.

1. Figure out how to store the data. Most importantly, before data is collected, you must decide where and how the data will be stored. This refers to both the format of the data and the physical place where it resides. Will the data be stored using cloud technology and be accessible from multiple locations? If not, will the data be stored locally and how will be backed up? Also, will data be encrypted? There are a variety of solutions for this overall challenge, so consider all the factors to make the best decision.

2. Determine what should be measured. Most of the time, customer data will be the foundation of what is collected and analyzed. Since there could be many data sets collected for subsets of customers, it’s important to figure out which data sets need to be evaluated and cross-tabulated. By determining this in the beginning, it will be much easier to match customer relationship data with predetermined metrics to create useable results.

3. Be sure your data is accurate. This may seem like a no-brainer, but too many times we put our full faith into the numbers sent in our direction. Just like with anything else, spot check some items in the data set to ensure the data is completely accurate. By spot-checking, you can be confident that the information you collected is the information you need, and it was calculated correctly. If the results seem slightly (or way) off, there might be a processing error that needs attention. Either way, be sure to check before passing the information along for analysis and/or ideation.

4. Understand how to communicate the data. As a marketer, once you have the data and the results, you will have to report to more than one audience. Be sure you completely understand the data and implications it supports, and figure out the best ways (could be data visualization tools) to present the data for complete consumption. This may require presenting the data in more than one form, but be sure all roads lead back to recommended actions. Which leads us to the next concept.

5. Understand and implement the action. After analyzing, fully understand the logic behind the recommendations and have the data (from various angles if possible) to support. Then, provide succinct, concise next steps that outline a plan of action with anticipated results. This is the application side of big data analytics, and what marketers need to do best!

Did we miss any tips? Add some tips in the comments if there is something else you think marketers need to know about managing and using big data.


About Jen Cohen Crompton

Jen Cohen Crompton is a SAP Blogging Correspondent reporting on big data, cloud computing, enterprise mobility, analytics, sports and tech, and anything else innovation-related. When she's not blogging, she can be caught marketing, using social media and/or presenting at conferences around the world. Disclosure: Jen is being compensated by SAP to produce a series of articles on the innovation topics covered on this site. The opinions reflected here are her own.

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13 Scary Statistics On Employee Engagement [INFOGRAPHIC]

Jacob Shriar

There is a serious problem with the way we work.

Most employees are disengaged and not passionate about the work they do. This is costing companies a ton of money in lost productivity, absenteeism, and turnover. It’s also harmful to employees, because they’re more stressed out than ever.

The thing that bothers me the most about it, is that it’s all so easy to fix. I can’t figure out why managers aren’t more proactive about this. Besides the human element of caring for our employees, it’s costing them money, so they should care more about fixing it. Something as simple as saying thank you to your employees can have a huge effect on their engagement, not to mention it’s good for your level of happiness.

The infographic that we put together has some pretty shocking statistics in it, but there are a few common themes. Employees feel overworked, overwhelmed, and they don’t like what they do. Companies are noticing it, with 75% of them saying they can’t attract the right talent, and 83% of them feeling that their employer brand isn’t compelling. Companies that want to fix this need to be smart, and patient. This doesn’t happen overnight, but like I mentioned, it’s easy to do. Being patient might be the hardest thing for companies, and I understand how frustrating it can be not to see results right away, but it’s important that you invest in this, because the ROI of employee engagement is huge.

Here are 4 simple (and free) things you can do to get that passion back into employees. These are all based on research from Deloitte.

1.  Encourage side projects

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload. Let them explore their own passions and interests, and work on side projects. Ideally, they wouldn’t have to be related to the company, but if you’re worried about them wasting time, you can set that boundary that it has to be related to the company. What this does, is give them autonomy, and let them improve on their skills (mastery), two of the biggest motivators for work.

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload.

2.  Encourage workers to engage with customers

At Wistia, a video hosting company, they make everyone in the company do customer support during their onboarding, and they often rotate people into customer support. When I asked Chris, their CEO, why they do this, he mentioned to me that it’s so every single person in the company understands how their customers are using their product. What pains they’re having, what they like about it, it gets everyone on the same page. It keeps all employees in the loop, and can really motivate you to work when you’re talking directly with customers.

3.  Encourage workers to work cross-functionally

Both Apple and Google have created common areas in their offices, specifically and strategically located, so that different workers that don’t normally interact with each other can have a chance to chat.

This isn’t a coincidence. It’s meant for that collaborative learning, and building those relationships with your colleagues.

4.  Encourage networking in their industry

This is similar to number 2 on the list, but it’s important for employees to grow and learn more about what they do. It helps them build that passion for their industry. It’s important to go to networking events, and encourage your employees to participate in these things. Websites like Eventbrite or Meetup have lots of great resources, and most of the events on there are free.

13 Disturbing Facts About Employee Engagement [Infographic]

What do you do to increase employee engagement? Let me know your thoughts in the comments!

Did you like today’s post? If so you’ll love our frequent newsletter! Sign up here and receive The Switch and Shift Change Playbook, by Shawn Murphy, as our thanks to you!

This infographic was crafted with love by Officevibe, the employee survey tool that helps companies improve their corporate wellness, and have a better organizational culture.


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Supply Chain Fraud: The Threat from Within

Lindsey LaManna

Supply chain fraud – whether perpetrated by suppliers, subcontractors, employees, or some combination of those – can take many forms. Among the most common are:

  • Falsified labor
  • Inflated bills or expense accounts
  • Bribery and corruption
  • Phantom vendor accounts or invoices
  • Bid rigging
  • Grey markets (counterfeit or knockoff products)
  • Failure to meet specifications (resulting in substandard or dangerous goods)
  • Unauthorized disbursements

LSAP_Smart Supply Chains_graphics_briefook inside

Perhaps the most damaging sources of supply chain fraud are internal, especially collusion between an employee and a supplier. Such partnerships help fraudsters evade independent checks and other controls, enabling them to steal larger amounts. The median loss from fraud committed
by a single thief was US$80,000, according to the Association of Certified Fraud Examiners (ACFE).

Costs increase along with the number of perpetrators involved. Fraud involving two thieves had a median loss of US$200,000; fraud involving three people had a median loss of US$355,000; and fraud with four or more had a median loss of more than US$500,000, according to ACFE.

Build a culture to fight fraud

The most effective method to fight internal supply chain theft is to create a culture dedicated to fighting it. Here are a few ways to do it:

  • Make sure the board and C-level executives understand the critical nature of the supply chain and the risk of fraud throughout the procurement lifecycle.
  • Market the organization’s supply chain policies internally and among contractors.
  • Institute policies that prohibit conflicts of interest, and cross-check employee and supplier data to uncover potential conflicts.
  • Define the rules for accepting gifts from suppliers and insist that all gifts be documented.
  • Require two employees to sign off on any proposed changes to suppliers.
  • Watch for staff defections to suppliers, and pay close attention to any supplier that has recently poached an employee.

About Lindsey LaManna

Lindsey LaManna is Social and Reporting Manager for the Digitalist Magazine by SAP Global Marketing. Follow @LindseyLaManna on Twitter, on LinkedIn or Google+.


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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.


About Sunny Popali

Sunny Popali is SEO Director at Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

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How To Prepare Your IT Landscape For The Digital Economy

Sei Drake

Remember Tom Cruise’s 2002 movie Minority Report? Set in the futuristic world of 2054, the film featured self-driving cars, autonomous manufacturing robots, and multimedia advertising billboards that broadcast personalized messages to individuals as they passed by. What seemed like science fiction in 2002 is now a reality, with personalized and targeted social media and marketing, smart technologies such as robotics, autonomous vehicles, and 3D printing – not to mention digital machine-to-machine hyperconnectivity of the Internet of Things (IoT). Digital transformation means that all of these things will become the norm in the next few years. The future of many enterprises will depend on their ability to embrace these technologies and innovations.

Over the last two decades, many companies have built large, complex IT landscapes to support traditional business processes. The legacy systems in these landscapes were not designed for the age of Internet hyperconnectivity and the resulting high data and transaction volumes. Extending these landscapes to support new, digitally connected processes and models will further complicate IT landscapes and inhibit business innovation and agility.

The architecture of the digital enterprise will not only need to support Big Data and analytics, but a host of other things. It must also use the datastream from evolving digital technologies to trigger actions and alerts in new and existing business processes, enabling increased revenue, improved customer experience, enhanced supply chain efficiencies, and innovative business models.

To keep pace with rapid change, businesses like yours need to do three things:

  1. Simplify your IT landscape.
  1. Transition to modern platforms such as cloud-based solutions and a “digital core.”
  1. Build innovative business solutions using the latest digital capabilities to  strategically differentiate from both current and future new competitors.

Yet most organizations lack the skills to tackle these tasks alone. So who can best help you navigate this shift? 

Support for a strong foundation 

Surprise! Your best choice may be the support organization of your enterprise software and solutions provider. Over the past 15 years, many enterprise support organizations have evolved beyond providing reactive break/fix support to acting as an architectural quality advisor that can oversee the complete software lifecycle. The support provider is a smart partner for both proactive landscape simplification and co-innovation initiatives.   That’s a fundamental shift driven by the market forces of this “new normal” of digital transformation.

Support providers tend to be close to their customers, understanding their existing technologies, business processes, and revenue models. And because software solution providers often lead in the introduction of new solutions based on the latest innovations and technologies – such as IoT, cloud, robotics, autonomous cars, and 3D printing – their experienced support teams can architect solutions that will give you a strategic and sustainable advantage over your competitors.

The proof is with customers. For example the Global Service & Support organization at SAP is working with a Fortune 100 chemical company on an IT simplification initiative. After numerous mergers and acquisitions over the years, this company needed help consolidating four unique IT landscapes into one. What is an overly complex, burdensome infrastructure will be a simplified, modern solution architecture.

SAP is also working with a large energy distribution company to co-engineer an innovative Big Data, IoT data management solution. The solution is structured to deliver fast, responsive analytics from a data store of 120 terabytes of smart meter data. The utility will use predictive analytics to anticipate demand, allowing buyers to make smarter wholesale energy purchases. In the future, this Big Data and analytics platform will be extended to support innovative solutions for the utility’s customers.

Minimize risk and maximize outcomes 

Working with support organizations to simplify and innovate offers clear benefits, too. These teams are naturally close to their development organizations. They understand cutting-edge technology and they have direct access to the best talent for building new solutions. Support organizations also have extensive experience working in high-volume, high-velocity transaction and data environments.

Because they already know your business and your technology infrastructure, partnering with your software and solutions support provider can reduce risk. Remember that support organizations are measured on their ability to help their customers succeed, not on maximizing billable hours. In a world of “outcomes-based” solutions, that’s a true win-win for all.

When building innovative solutions, support teams develop in short cycles, conduct proof-of-concept exercises, and take steps to minimize cost and risk. And they can do all of this while helping you continue supporting your traditional business operations, looking for opportunities to optimize processes, reduce costs, and increase efficiency.

We may not be able to predict what innovations and new technologies will exist in the year 2054, but we know that there are technology advancements available now that will have a significant impact on our world. Work with your enterprise software provider’s support organization and start planning your digital transformation.

Click here to learn more how Global Service & Support can provide support services to help you prepare for the digital economy and realize rich value.  Visit us at


About Sei Drake

Sei Drake has been helping SAP customers for over 18 years as a solutions expert and architecture advisor. In his current role as a Co-Engineering Architect in the Global Service and Support organization, he helps customers build innovative, industry leading capabilities with SAP technologies.

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