Public Relations & Social Marketing Insight

As Big Data matures beyond the hype, organizations are re-evaluating how they approach it. Jascha Kaykas-Wolff, CMO at Mozilla, describes an interesting strategic shift from “Big Data” to “Lean Data”:

“For growth-minded companies, collecting customer data for the sake of collecting data is more risk than the rewards can usually justify. Instead, we should be looking for ways to collect less data and go lean. Why? Because our collection tools create expensive overhead and risks that are impacting the trust of our customers in a negative way…

“For the most part, compiling bigger and more complex sets of customer data will not lead to the big profit and marketshare breakthroughs that Big Data promises. Instead, we marketers must learn to live and think lean. The twin false gods of Big Data and MarTech will continue to encourage thousands of marketers to gather all the data they can wielding an ever-expanding arsenal of tools to sift through it all, with little discussion about whether the mad scramble to vacuum up customer info is worth the trouble, expense, and risk…...

So how can an analyst get into a consumer’s mind by analyzing Tweets and how would this information be useful?

To find some answers I teamed up with Marketing Strategist Dr Nikos Dimitriadis to assist me in the actionability and interestingness of each extracted insight.

Note that we capture thoughts from a biased sample which means that we cannot make inferences about the general population. However this work can be a great additional tool for finding new ideas and insights for Marketing initiatives -on top of more traditional methods such as focus groups- and also enables us to form several hypotheses as to what could likely work....