Using Big Data in Search Marketing

I work for a business intelligence technology company, so naturally I do hear about big data quite a lot. I blog about it, and I constantly try to keep up with the latest updates on the topic. While there are numerous debates on how to truly use big data to an organization’s benefit and the type of technology that companies should be using hadhoop vs no hadoop etc……I found this article on How to Make Sense of Big Data in Search Engine Marketing particularly interesting as Jim Yu from Search Engine Watch, gives examples of case studies on big data usage in various companies. While, outlining the advantages and disadvantages of deploying different big data strategies. See article excerpt below:

To make marketing data work, you need to be able to measure and understand performance against a standard set of metrics. The challenge lies in marrying data from web analytics with search and social signals, and then being able to tie that to business value (for example, the correlation of search rankings with visits and conversions).

Did you know the average smartphone today is more powerful than the most powerful computer in 1985? Have you heard a human in this day and age processes more data in one day than he or she did in an entire lifetime 500 or so years ago? The ability to process more data begets more data. More data means more to analyze, more to understand. If you’re in the search marketing industry, chances are you’ve heard the term “big data” countless times. And even though you know “big data” is out there, you may not know the first step in what to do with it

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Source: Search Engine Watch