Lack of data analytics may have hurt Apple’s recent iPhone sales

Posted by Justin Hesser on June 5, 2013

Apple's iPhone is certainly one of the most popular mobile devices in the world, but is the company doing everything it can to promote it?

In the age of big data, businesses have a wealth of information at their disposal that they can use to enhance their marketing strategies by narrowing their approach toward a specific target market. Apple has been able to successfully market its products to legions of loyal customers, but in the post-Steve Jobs era, it may be time for Apple to adjust its approach.

An article in Fast Company recently pointed to Apple's less-than-desirable earnings numbers and indicated that the latest iPhone didn't sell as well as it should have. The piece suggested that the company may need to incorporate modern tactics, particularly by implementing the use of big data.

Dan Neely, the author of the article, indicated that solely relying on the word of Steve Jobs may not be best practice in today's era of Apple.

"There was the Steve Jobs model, where a highly influential leader imposed his taste on the public at large," Neely wrote. "These kinds of organizations are rarely successful and sustainable even less frequently. The ongoing criticisms of Tim Cook's leadership make this clear."

Apple can use its own solutions to enhance its efforts. Building a custom database software system in FileMaker can give Apple the resource it needs to effectively monitor customer data and adjust its marketing practices accordingly. 

This is a model other businesses should strive to emulate. With FileMaker development, all businesses can improve the way they collect information and utilize it to improve their marketing initiatives.