Marketers stand to benefit from Hadoop deployment
Since big data analytics first emerged as a resource to improve various aspects of business operations, its potential value to marketing departments has been widely recognized. In the effort to pursue new clients or customers, businesses often invest heavily in their marketing departments, supplying them with the resources to launch massive engagement campaigns. However, without a clear plan or objective, these projects can become rudderless and fail to find an audience. Big data and Hadoop analytics tools can help organizations better understand the consumers they are trying to reach and find more efficient and effective ways to engage them, requiring fewer resources to conduct more focused and narrowly targeted marketing projects.
Because of this potential to improve marketing operations, many businesses have invested in data analytics tools over the years. Teradata recently released a survey querying more than 2,200 marketing professionals across the globe regarding their organization's use of big data. Seventy-one percent of respondents stated that their marketing departments intended to implement an advanced data analytics program within the next two years. Despite the high level of interest in the technology, there remains a long way to go for many marketers to fully take advantage of these resources. Half of all respondents stated that their marketing and IT departments had not formed a strategic partnership to better integrate marketing and analytics efforts. When asked to rate their use of data-driven insight, 40 percent gave their departments a grade of C or lower.
Hadoop tech addresses deployment concerns
If these organizations made greater efforts to integrate powerful analytics tools with their marketing departments, they could see their performance improve immensely. Directions Magazine contributor Michele Nemschoff explained that some of the major challenges historically facing businesses looking to deploy big data applications have been storage and processing requirements. The infrastructure upgrades needed to accommodate those functions was immense and priced out many interested parties. However, the emergence of Apache Hadoop has leveled the playing field in that regard. The Hadoop architecture facilitates the storage of large volumes of data within a cost-effective structure. Additionally, users can scale their projects up or down by adding or removing Hadoop clusters as their needs dictate.
Nemschoff recommended prospective big data adopters to familiarize themselves with these resources, as their proper usage will determine how successful a given project will be. Once marketers and their analytics teams have become comfortable wielding these tools, they can begin to craft advanced applications to hone the focus of their marketing campaigns and increase their ROI.