Big Data needs Big Velocity; marketers need to adapt faster

WITH THE introduction of Machine Data and Social Data, an ongoing supply of data at an incredible pace has become a reality, indicating that the data pool is constantly expanding.

- Amit Tiwari

This necessitates quicker data capture, storage, analysis, and insight generation, which is the essence of Big Velocity in Big Data. According to a new report from the Chief Marketing Officer Council and GfK, modern marketers require high-velocity data marketing to detect abrupt, disruptive shifts in customer and market behaviour. These data systems must be agile and adaptable, with the capacity to acquire real-time, relevant data signals and to bridge the divide between data, insights, and action.

AUTOMATION ADVANTAGE

Marketers should encourage automation as a means to help manage the Velocity of Big Data, as they will be able to quickly achieve several benefits:

• Integrated Response Management- Already feasible with existing data, this capability is extendable to all channels, allowing for the opportunity to respond to current activity/sentiment/opinion and thus presenting context-based messages.