If we’ve said it once, we’ve said it a million times: your email campaigns have the potential to generate lots of great ‘n crunchy data for you to learn more about who you’a selling to, and how to get them to buy. And big data is a BIG catch phrase in the business these days: you can collect information on almost anything to make your campaigns more effective. But things are changing in the world of data. No longer are you confined to spreadsheets generated after your campaigns culminate. Instead, you can access real-time data that allows you to trigger changes immediately should the need arise. After all, you’re busy and your data can get lost in other piles of work awaiting you, meaning by the time you get around to it, your data learnings could be stale. But having the resources to analyse data in real time can help you be effective and efficient.
This new technology, as with all things new, comes with new questions. Digital marketers now rightfully wonder which kind of data they should rely on: the big data one can access after campaign implementation, or the real-time data generated on-the-fly as the campaign unfolds. The answer is both — and below we’ll tell you why.
…make tweaks to your messaging as you see how each subscriber’s journey transitions from a particular digital channel.
Why even use real-time data?
Depending on your email solution (almost all industry leaders are paying more and more attention to not only big but real-time data, including Mojn, which offers real-time data analysis as part of its range of services) you can monitor message disposition and clickstream data in more or less real time. But why is that important? It means you can make tweaks to your messaging as you see how each subscriber’s journey transitions from a particular digital channel. Retargeting and A/B testing can therefore not only change from campaign to campaign, but during a campaign. Do you have a bounced email? You can analyse the reason on the spot and resend. Getting high spam rates? You can tweak your messaging quickly to preserve your sending reputation and reach more subscribers. Implementing a mobile campaign? Your DLR data can tell you whether your subscribers received your message or not.
So which is best, big data or real-time data?
Obviously, most information you can see in real time can be captured and analysed later. But why wait? The usual reason is lack of resource and time. Many marketers are using solutions that do not offer real time analytical data. That’s a shame, because real-time data can not only help marketers make decisions that could change the outcome of existing campaigns, it gives them the ability to use their time more effectively and actually turnkey campaigns, since analysis often gets shunted to the back of the to-do list for time-constrained marketers.
…real-time data can not only help marketers make decisions that could change the outcome of existing campaigns, it gives them the ability to use their time more effectively…
So how to take a different approach? First, consider whether your current analytics suite is up to snuff. Can you drill down quickly to determine how specific messages are resonating with individual subscribers? How long does it take for you to know if there are major issues with a campaign, such as high spam ratings or mass send failures? When these issues make themselves known, are you able to quickly find the relevant elements, troubleshoot and correct immediately? If the answer to any of these questions is ‘no’, you may want to consider a new data solution that gives you the ability to capture big data in a timely fashion.