But it would seem that this data is a big mess because most of it is unrefined and un-actionable. Forth-five percent of marketers said they lacked the capacity to analyze big data, in a survey by the Economist’s Intelligence Unit. Even fewer marketers are able to take action on those insights.
If you do want to get insights into this data and segment your customers, you need to do large data aggregation. This is costly, time-consuming and difficult to see results from. But does data have to be big? Or is there a different way of using ecommmerce data to get better marketing results? “Why should marketers use big data to look in the rear-view mirror?” asks Eddy Swindell, Head of Sales and Marketing at UK-based Triggered Messaging. “We should look at what consumers are doing now.”