Normally, I would declare myself unfit to write or comment about technology but the eruption of Hadoop in the enterprise software world is remarkable. Every vendor is now grabbing a piece of the open source Apache based framework like if it was the new pill to cure the headaches of Big data.
But what does Hadoop offer to marketers?
- Clickstream Data. Just like the best analytics solutions out there, Hadoop can be tasked to analyze visits of a web site or mobile app and reveal how users engage with products and services and converts. Big deal right? Wait! there’s more: Hadoop can link clickstream data with other data sources like Call Center activity, CRM data on customer engagement and demographics, sales data from off line POS systems etc… CMOs of any brick and click corporations should already be riding the elephant.
- For the record. Remember the last time you were ambushed in a meeting? “How do this promotion fared this year compared with 2011?” Well, Hadoop scales easily so you can store years of data at low cost, then perform “archeological” digging. Imagine decades of clickstream data stored on cheap machines ready to be unhearthed… Ambush become a thing of the past and best of all ; when you dig up old data you might discover a missing link in the evolution of your marketing campaigns.
- Social media posts, blogs, online product reviews and customer support interactions provide the messiest data available to marketers. Sentimental or emotional data always come unstructured yet we absolutely need to analyze it to understand how consumers engage with our brands. Hadoop can be used to assign a score of positive, neutral or negative to every little piece of comments about your company or your products. By scoring and aggregating millions of interactions, Hadoop can scale sentiment and emotions in real time.
- Easy and reproducible integration with existing BI or CRM systems even with a simple SQL database via proprietary frameworks. Messy anonymous or semi-anonymous social signals can be attributed to a particular customer or segment of customers. Combine signals together to spot new trends in customer demand.
I am just scratching the surface here… Hadoop can also be the pill to cure marketers anxiety attacks when it come to big data. I strongly advise you to take a long and hard look at the yellow elephant. Maybe it will end up on your Christmas list this year.
Great read about Hadoop: