Customer Experience, Digital Marketing, It's Not Big Data - It's Smart DataAt the end of the day, it's not about how much data you have, it's about how well you use it.

If you haven’t noticed, the term “Big Data” is all the rage these days.

There’s even Big Data meetups here in Amsterdam. And, really, the “big” in Big Data describes not just the quantity, but all the different types of data that are available now. And, certainly over time the analysis of all this data can provide interesting insights to drive business value.

But the thing that marketing is so focused on now -- the idea of creating optimized content experiences for users -- doesn't really rely on how “big” the data is -- but how smartly we utilize it. 

Size Doesn’t Matter - Much

Deriving value out of the data that an enterprise has, especially when it’s being used to drive an optimized content experience, has little to do with size, and much to do with how easily it's accessed and how intelligently our content tools can use it to drive that optimized consumer journey.

Using that data really means a marriage of both the CMO and the CIO and their respective goals. I’ve discussed that before in two previous articles here and here, so I won’t go through it again.

But a recent report from McKinsey & Company estimates that, in the US alone, there is a shortfall of almost 200,000 analytics experts and more than one million data experts with the skills that businesses will need to make sense of this data. DCG Analyst Robert Rose wrote recently about this gap in his post The Manager Of Meaning.

But the true promise of content experiences is only realized if we can deliver on the meaning that we can derive out of “smart data.” Let’s look at three of these core benefits:

3 Benefits Of Smart Data & Content Experiences

The real ability to better contextual experiences to consumers will be if we increase the skill set we have within the marketing department. Marketers must understand their buyer’s journey and how to make meaning of every single experience the business has with them.