Avoid making these 5 mistakes with your big data

Posted on May 16, 2014

Follow our five steps to ensure you make the most of your data.


1.       Real-time data is a waste of money

Real-time data is very expensive, with questionable value. And because you’ve paid a lot of money, you’ll want to make sure you reach every single person you possibly can with your marketing- instead of targeting the right people. This is the standard approach to big data marketing and it needs to change. Bigger is not always best.

And unless your company makes decisions in real-time, then it will soon become out of date.

Aim for right-time data. Reach the right people, at the right time, with the right information.


2.       Fixing the bounce rate won’t work

The bounce rate is not a key indicator of performance. But it is a good way to see what you’re doing wrong, such as badly designed landing pages and poor creatives. And give you the chance to solve the real problems- and stop obsessing over the bounce rate.


3.       The more Twitter followers you have, the more successful your business is

Twitter can drive your brand engagement and personality if used properly. However, concentrating on specific success metrics, such as Facebook likes or Twitter followers will not improve your business, or your profit margins.

Interaction cannot be solely based on social media- go to events, talk to people face-to-face, participate in seminars, phone and email industry individuals.


4.       High page views are good

Create good content and not good headlines. You can get many page views with interesting and amusing headlines, yet are these viewers loyal?

Focus on the value you provide to those who come back again and again to your site. And if your page did receive an unbelievable amount of views, focus on how many leads were generated and not how many people saw it.


5.       Demographics don’t always work

Focusing your target market as a specific demographic does not mean they are interested in what you’re offering.

Intent data is more accurate.  If someone has searched for a specific product, their intent is strong, stronger than if their age matches your target audience. So don’t gamble away your data on who you think is interested in your product. Search for intent.