Database Marketing

How Big Data enables the relationship between data types to be explored

In my previous article in this series exploring the application of Big Data to marketing, I looked at how the Velocity component of Big Data provides greater understanding of your customers, improving marketing performance. In this post, I will explore the third of the 3 Vs, the potential impact of Variety on Marketing Variety covers the multiple types of data that are now available from the established structured data of tables and columns, with defined elements and values, to the many unstructured free format types of data. In recent years the amount of unstructured data and machine generated data is increasing at an exponential rate, being the major proportion (>80%) of the vast volumes of data now in existence. So what does this…

Part 3 in a series showing how Big Data can support marketing

In my previous article in this series exploring the application of Big Data to marketing, I looked at how the Volume component of Big Data provides breadth and depth to your understanding of your customers. In this post, I will explore the second of the 3 Vs, the potential impact of Velocity on Marketing.

Let’s first look at what we mean by Velocity and put down a simple definition of ‘Velocity is the speed of data growth/change’.

In the last few years, the accumulation of data has grown at an astonishing rate, with the amount of data increasing by 2.5 exabytes each day or 40% annually at current rates and accelerating.

The big question is, what does velocity mean for businesses looking to tap into it and does this speed of growth/change…