Google Trends graph for the search term 'big data'
Search behavior on Google clearly shows that big data has gained popularity in recent years. We also talk about big data more often on social media. In the first three months of this year, the term 'Big Data' was mentioned more than 65,000 times on Dutch social media. This makes big data more popular in the Netherlands than, for example, the Oscars (mentioned 64,000 times).
The number of messages on social media in the first three months of 2017. Measured via Coosto.
But what exactly is big data? Before I go into what I consider to be the most important trends and developments in the field of social big data for us marketers, it is important to briefly explain what big data exactly entails. If you search online for information about big data, you will come across various definitions. In short, you can see big data as a collection of data from different datasets.
Data from multiple sources in itself of course says very little. It is the insights that arise from interpreting this data that create value.
A commonly used definition is that big data is an hongkong cellphone number attitude of organizations, non-profits, governments and individuals that combining data from different sources will lead to better decisions. Making better decisions is precisely where the power of big data lies. Data from multiple sources in itself of course says very little. It is the insights that arise from interpreting this data that create value. Combine these insights with the will to put a smile on your customer's face, and you have the golden combination in your hands.
How big data turned TUI's lead lion into gold
How does working with big data show itself in practice? The example of TUI really appeals to me. TUI received the dubious honor of the most annoying commercial at the end of 2015. The public did not particularly appreciate the commercial in which TUI sent a hard-working father, who had turned into a monster, on vacation.
After 'winning' the lead lion, a huge number of negative messages about TUI were seen on social media. TUI marketers immediately saw how winning this award had an impact on the conversation around their brand and used the insights from social media data to generate input for a cool hook.