Collecting information about prospects is at the heart of solid Internet marketing. Recent research shows that big data investments are paying off for brands across the country.
According to "The Big Potential of Big Data: A Field Guide for CMOs," conducted by Forbes Insights and Rocket Fuel, marketers implementing big data collection into their website analytics and other research operations are reaping a variety of benefits. The study involved a survey of 211 senior marketers and found 85 percent said big data drove more than half of marketing initiatives aimed at increasing insight into consumer behavior. Additionally, 81 percent said the same about big data's use to boost sales, 77 percent percent said big data fueled more than 50 percent of sign-ups and registration rates, and 73 said it yielded similar results in improving customer satisfaction.
Marketers were asked what the greatest benefits of using big data are, and 63 said the ability to "[develop] greater insight into the customer experience across all types of media, and then crafting a strategy that turns this understanding into positive results."
Other important benefits highlighted in the survey were conceiving products based on customer feedback and better understanding when and how prospective clients engage with brands and make purchasing decisions.