Month: July 2013

The benefits of big data are felt across the corporate landscape, but the nature of processing large quantities of information should, in theory, have the biggest positive impact on marketers. However, not enough professionals in the industry are taking advantage of it.

According to a study conducted by digital marketing technology company Silverpop Systems, only 45 percent of marketers are collecting behavioral data and using it to refine their marketing strategies. Considering the numerous benefits this type of information has to offer and the myriad ways marketers have access to it—through social media, for example—there is no real excuse as to why information isn’t being used to improve marketing efforts unless they lack adequate software to manage their data.

The advent of the information age has given businesses numerous new ways to connect with customers and, more importantly, monitor their behavior. Because of this, information flows from the consumer to the organization at a rapid pace. So if the collection of data isn’t the problem, the reason why over half of the marketing industry doesn’t capitalize on this valuable data must be their inability to properly process it within the organization.

A custom database software system is an ideal solution because it can allow companies to properly organize a data management strategy. This system can give users a real-time view of their information, which ultimately allows them to make smart decisions based on its merits. Developing a system in FileMaker can give companies a flexible solutions that properly fits all of their needs.

In the Information Age, the general thought has been that initiating a big data strategy is the be-all and end-all component of a successful business plan. The ability to collect large volumes of information allows companies to successfully improve the way they manage internal operations and interact with customers. However, it doesn’t exactly work like that.

An article in The Canadian recently examined a number of popular misconceptions about big data, one of them being that big data itself was a miracle worker. That’s not entirely true. An unnamed executive spoke with the news source about the important aspects pertaining to big data management, explaining that the way information is analyzed is much more important than simply possessing the ability to collect data.

“You must have technology and mathematical models,” he said. “That is, the biggest difference is in the analysis of [this] data.”

Simply put, if businesses lack adequate technology or other resources required to process and manage their information, they will fail to find success from their big data efforts. Organizations today can easily absorb tremendous volumes of data with very little effort. Advantages are gained based on what companies do with that particular information.

Having the best solutions in place to monitor data, store it and analyze its value and meaning is what will set a business apart from its competitors. FileMaker development can help. Using the platform to build a scalable custom database software system will allow organizations to accurately report on their information by viewing it in real time. This is what will truly assist companies with their big data initiatives.

The growth of big data has been spurred by a need for faster, more efficient operations that allow companies to better service their customers. So it's no surprise that big data has become such a hot topic in the travel industry.

Think of the pains you typically encounter when you travel. The long lines at the airport, the confusing nature of the baggage claim process and, once you finally get to their destination, simply checking into your hotel can be a hassle. Most people find the amount of time it takes to get from their homes to their destinations unnecessarily long. However, in today's age where security is of the utmost importance, the long wait comes with the territory.

Not all organizations are willing to accept this, which is why many are incorporating big data into their strategies as a way to alleviate some of the common travel pains.  

A recent study conducted by Harvard Business School professor Thomas H. Davenport gives credence to this trend. The results indicate that numerous organizations associated with travel are using social information among other valuable pieces of data to improve efficiency and decision making. Davenport said in a statement that this is a great opportunity for these companies.

"The travel industry stands at a big data crossroads today, with new technologies and techniques offering the potential to translate increasing volumes of data into higher profits and more efficient operations," he said. "Some leading companies are pioneering the use of big data and already seeing a huge impact. Airlines, airports, hotels, rail companies and travel sellers need to ask themselves if they have a big data strategy in place, and if it will allow them to be at the forefront of this opportunity."

Companies in the industry can improve their big data operations by building a custom database software system designed to collect, store and report on pertinent information.

We may be three years away from election season, but that doesn't mean it's too early to start thinking about the next President of the United States. More importantly, it's a good time to think about how the election will be covered, analyzed, predicted and ultimately won. Now more than ever, big data analytics will be a driving force behind elections . 

During the 2008 and 2012 elections , Nate Silver became a household name due to his ability to predict the outcome of the Presidential election with incredible accuracy. The professional statistician used a number of big data formulas to correctly project how each state would vote en route to Barack Obama's victory. While data played a massive role on the media side of the election, the politicians themselves were implementing their own strategies to gain an edge over their opponent.

In 2008, President Obama was praised for his innovative use of social media to fuel his campaign efforts. It helped him reach a new demographic of voters and some analysts say it may have proved to be the difference in the election. In 2012, Obama took his social media strategy to a new level, according to a report from All Things D, by implementing a big data strategy based off of his social information.

Now the news source is predicting that social media and big data strategies will become standard procedure for all candidates, and that the 2016 election could be won by whoever best leverages information. Gurbaksh Chahal, the CEO of intelligent advertising firm RadiumOne and author of the article, suggests that this is the same approach modern marketers take and that campaign managers and other political professionals who successfully emulate that tactic will, more often than not, ultimately represent the winning candidate.

"Social data is fundamentally changing how advertisers approach the art of marketing," he writes. "Now, we can track pretty much anything online—our campaign decisions are influenced by factors that extend far beyond the impression and conversion metrics that permeated the ad industry just five years ago. This data-centric shift in advertising has enabled political parties to hone campaign approaches toward predicting outcomes and undeniably, it is this elegant blend of social data, big data, and targeting that will determine the 2016 commander-in-chief."

These methods will likely become more refined as they become more popular. As more politicians, in addition to a greater number of marketers, see the results of these actions, it's likely that these strategies will only increase in popularity.

Of course, it should be noted that organizations and individuals that lack sufficient means to collect, manage and report on their data will not be as successful with this effort. The key to success in any big data strategy is the ability to effectively view information in real time. Politicians who are able to use a custom database software system to extract pertinent data from social media and other sources and use it as part of their campaign strategies will be more successful on election day. The same concept, when followed by marketers, can help companies improve their sales figures and overall profitability.

FileMaker development is an ideal way to make the best possible database systems for information management.