Marketing specialists are suffering from data overload
In a recent article she suggested that marketers are suffering from what she called fattening with an unknowable amount of data that just as an overweight person has a hard time moving with excess data, it is not only difficult to manage but it can become dysfunctional. To better understand the problem and what marketing professionals can do to combat data overload, the provider of consumer-generated content, advertising and personalization solutions said: data saturation is everywhere. We have often believed that more is better, for example orthodontics in tijuana may want a lot of information about their patients, ; however, that is not really true in the case of data.
The rapid increase in our ability to collect data has not been matched by our ability to support, filter and manage data. As an example, think of the first problem that people complain about when a city experiences a lot of growth: the roads are too crowded. Marketing faces the same problem. Too much information without enough structure to manage the data and without sufficient meaningful application.
The marketing specialist is sitting on top of a lot of data and tries to pass through it.
Part of the problem is that, historically, companies had limited data, so they will examine your information and begin to extract it.
This created a bad practice, since the amount of data proliferate on a large scale. Now, the marketer is sitting on the top of a lot of data and tries to pass through it to extract what can be useful, which becomes untenable. The best approach is to start with the business objectives and the key questions you want to answer, and then look for the right data. Unfortunately, the process in many companies is the reverse of what it should be.
What prevents companies from being more strategic?
Many companies collect data just because they can. If you think of each individual in a company and in each function, identifying different data that they would like to collect, it can proliferate to the point of being unnecessary. They are trying to help companies save money by eliminating different people (from different silos within the company) from buying the same data set.
Many companies have people in different roles who buy data that someone else in the company already bought. And this is a real problem. Without a systematic approach to collect and manage data strategically, you end up with data saturation.