DEFINITIONS
for the REAL WORLD of
BIG DATA MARKETING
9 TERMS YOU AND YOUR TEAM NEED TO KNOW

Volume
Volume is the amount of data, and it
includes data from traditional and
non-traditional sources.
1
Volume
1
Volume
Volume is the amount of data, and it
1Volume is the amount of data, and it
includes data from traditional and
1includes data from traditional and
non-traditional sources.
1non-traditional sources.
1

Think about the transactional data
from a typical grocery store shopper.
The products purchased and the
frequency of each sale, that’s
big data.

Now couple that traditional data with
the digital data from that shopper’s
Facebook page. Then, add all other
shoppers’ Facebook pages, too.

As remarkable as it sounds, there is
now the equivalent of 100 terabytes
of data uploaded to Facebook every
day.
(100 terabytes is equivalent to the space to store 33 million songs.)

. . . and that’s just one social platform.

Velocity
Velocity is the speed of information
generated and flowing into the enterprise.
2
Velocity
2
Velocity
Velocity is the speed of information
2Velocity is the speed of information
generated and flowing into the enterprise.
2generated and flowing into the enterprise.
2

There will be 40 zettabytes of data
generated annually by 2020.
(According to the International Data Corporation [IDC])
(1 zettabyte = 1 million terabytes)

With 2.8 zettabytes generated in
2012, this means the digital universe
will about double every two years
until 2020.

Variety
Variety is the kind of data available to
companies and their marketing teams:
sensor data, SMS data, web clickstream data.
3Variety
3Variety
Variety is the kind of data available to
3Variety is the kind of data available to
companies and their marketing teams:
3companies and their marketing teams:
sensor data, SMS data, web clickstream data.
3sensor data, SMS data, web clickstream data.
3

The list of data types is long, and it
will continue to grow, adding to the
complexity of the data hairball.

Keep in mind: Marketing is both the
end-user and a generator of big data.

Big Data
Marketing
Also known as data-driven marketing, big
data marketing is the process of collecting,
analyzing, and executing on the insights
you’ve derived from big data to encourage
customer engagement and improve marketing.
4
Big Data
4
Big Data
Marketing
4Marketing
Also known as data-driven marketing, big
4Also known as data-driven marketing, big
data marketing is the process of collecting,
4data marketing is the process of collecting,
analyzing, and executing on the insights
4analyzing, and executing on the insights
you’ve derived from big data to encourage
4you’ve derived from big data to encourage
customer engagement and improve marketing.
4customer engagement and improve marketing.
4

Integrated
Marketing
Management (IMM)
IMM is the process of merging and
streamlining internal and external marketing
functions, including data, processes,
people, channels, and technologies.
5
Integrated
5
Integrated
Marketing
5Marketing
Management (IMM)
5Management (IMM)
IMM is the process of merging and
5IMM is the process of merging and
streamlining internal and external marketing
5streamlining internal and external marketing
functions, including data, processes,
5functions, including data, processes,
people, channels, and technologies.
5people, channels, and technologies.

Marketing Operations
Management
Big data marketing relies on a set of
processes and applications that provide a
framework to systematically plan, manage,
and execute marketing operations, including
budget, marketing planning, and content
management.
6
Marketing Operations
6
Marketing Operations
Management
6Management
Big data marketing relies on a set of
6Big data marketing relies on a set of
processes and applications that provide a
6processes and applications that provide a
framework to systematically plan, manage,
6framework to systematically plan, manage,
and execute marketing operations, including
6and execute marketing operations, including
budget, marketing planning, and content
6budget, marketing planning, and content
management.
6management.
6

Customer
Interaction
Management
Managing customer information across
multiple touch points, including the
Internet, mobile, social media, and offline
channels, is crucial for marketing success.
7
Customer
7
Customer
Interaction
7Interaction
Management
7Management
Managing customer information across
7Managing customer information across
multiple touch points, including the
7multiple touch points, including the
Internet, mobile, social media, and offline
7Internet, mobile, social media, and offline
channels, is crucial for marketing success.
7channels, is crucial for marketing success.
7

Customer interaction management
evolved from campaign management
and includes expanded analytical and
digital engagement capabilities.

Digital
Messaging
Digital messaging includes any of a variety
of tech-based marketing communications,
including email, SMS messages (texting),
mobile app notifications, and social media
posts.
8
Digital
8
Digital
Messaging
8Messaging
Digital messaging includes any of a variety
8Digital messaging includes any of a variety
of tech-based marketing communications,
8of tech-based marketing communications,
including email, SMS messages (texting),
8including email, SMS messages (texting),
mobile app notifications, and social media
8mobile app notifications, and social media
posts.
8posts.
8

Digital
Marketing
While many of us understand the
fundamental concept of digital marketing,
it is important we are truly talking about
the same thing when we use the term.
9
Digital
9
Digital
Marketing
9Marketing
While many of us understand the
9While many of us understand the
fundamental concept of digital marketing,
9fundamental concept of digital marketing,
it is important we are truly talking about
9it is important we are truly talking about
the same thing when we use the term.
9the same thing when we use the term.
9

A great example of digital marketing
is when a consumer visits a website,
clicks on a product, abandons it, and
then sees that same product appear
as an advertisement on his or her
Facebook page.

Other examples involve value added
content versus straight-up
advertisements; with these, the
consumer and the marketer share
more interactions.

Once marketers are able to unlock
and harness big data, it can pave
the path to the so-called marketing
Holy Grail, that elusive 360-degree
view of the customer.

Learn more from
Big Data Marketing
by Lisa Arthur
http://bit.ly/WileyBigDataMarketing
Cover photo © iunewind/iStockphoto
Source: Laney, Doug. Meta Delta Application Delivery Strategies. “3D Data Management: Controlling Data Volume, Velocity, and Variety.” January 2012.
Online reference. http://blogs.gartner.com/doug laney/files/2012/01/ad949–3D-Data- Management-Controlling-Data-Volume-Velocity-and-Variety.pdf.
Source: Cloud Partners. “Facebook UsersUpload 100 Terabytes of Data Daily,” Blog post. March 28, 2012. Online reference.
http://www.cloudpartnerstm.com/facebookusers- upload-100-terab/wsdindex.html.