John Graeme Noseworthy, Strategic Messaging Director – Big Data for Marketing, Media & Entertainment, IBM, is extremely passionate about data-driven marketing and what it can do for marketers when leveraged correctly.
Graeme talks optimistically about emerging markets taking the right steps in the journey of data and analytics, and leveraging the insights derived from Big Data to deliver a smart customer experience.
“The thing about emerging markets is that they are already accomplishing the first and most important step on the road to achieving success of Big Data analytics – collection,” said Graeme.
He believes emerging markets are moving in the right direction by recognising the data sources, understanding the need to move to a shared model and the fact that if they unify data, they can actually begin to utilise it.
“Data collection is critical and if you find yourself at a stage when you say, ‘Boy I am collecting all this data, but I am not necessarily doing anything with it yet’ – that is ok. That is a good place to start,” he added.
Graeme further shared that consumers today have very high expectations, with customer attention becoming increasingly fragmented across a wide variety of devices – whether it is online, offline, social, mobile, television or films.
Marketers need to collect data so they can really understand customers and create systems of engagement that can deliver content to them at the time they want to consume it, thus using the insights derived from data and analytics to deliver relevance and creating a smart customer experience.
Watch video for more on what Graeme said...