Over the years, the use of big data for market analytics and lead generation of IT sales leads has always been a hot topic among marketers. After all, this is the so-called Holy Grail of precision marketing, where the data it contains becomes pieces essential in crafting the ultimate in personalized marketing messages. The one thing that keeps anyone from taking advantage of it is that specific problem that existed since the very beginning: big data, to put it simply, is just too big.
All the information that marketers and appointment setting representatives are looking for are hidden beneath layers and layers of numbers, figures, and facts that makes it difficult for even veteran telemarketing teams to get the information they need. Yes, this problem can be solved, albeit in a rate that some marketers find too slow for comfort. But what can one do? This is big data, where you have to sift through billions upon billions of details. And that is not all. There are at least three main problems that complicate analysis of big data, namely:
- Lying– there is a very high likelihood that the people who enter personal information or contact details are giving away false ones. Probably for the benefit of anonymity or privacy, but this is a major headache for business database management firms.
- Changing – it could be virtually everything, from jobs, home address, even preferences in food. With every change that occurs, a corresponding record in the database needs to be changed as well. Just thinking how often that database gets updated, and you get the picture.
- Puzzling – the funny thing about database mining is that the more accurate, pinpoint, elaborate, or updated the figures are in describing your market, the less likely will it tell you how to sell effectively to them. Preferences, social interests, connections, etc. are just some of the details that big data can miss (due to the nature of the collecting medium).
Quite a headache, right? That is why you might want to ask the help of professional business database firms for analysis and collection. After all, you just need the final figures to help you generate more B2B leads. The rest can be handled by those who know best.