Big data here, small data there – data is now collected everywhere. And the amount of data available from search engines, the “internet of things,” site analytics, POS systems, third-party sources and qualitative/quantitative research is piling up.
Google now processes more than 40,000 search queries every second, translating to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. That’s a lot of data, but just having access to all this data doesn’t mean that all marketers know how to sift through the data and find guiding insights to drive business results.
To succeed in the mountains of customer data, you must align your marketing strategy with guiding insights found while sifting through this data, leveraging your findings during the right stages of the customer buying cycle.