ESCP Europe Business School


21 September 2012 18:04

Who says big can't be beautiful?

The marketing industry is witnessing a flood of research and events outlining the importance of having an effective big data strategy," says Marketing Week. The issue of Big Data is something that particularly interests the Creativity Marketing Centre (CMC) here at the School.

The Creativity Marketing Centre at ESCP Europe business school explored the big data strategy question at its June conference, entitled  'Big Data and Marketing: from analytics to creativity'. Laure Reillier, director of seller propositions at eBay, acknowledged how important it is to find the right people with the right skills, because analytics cannot be divorced from marketing skills and marketing strategy.

The Creativity Marketing Centre's associate professor Marie Taillard agrees big data must be integrated at every step. She says it should inform all aspects of the marketing strategy from analysing the market, gathering the consumer insights necessary for segmentation, brand positioning, pricing and distribution decisions. It should also help to build the communication strategy as marketers dive deeply into the sales numbers and decipher post-purchase data.

"This integration of big data means every part of the marketing strategy should be rethought in a way that allows the relevant data to be collected, queried, interpreted and considered in the decision making process," says Taillard.

You can read the full article by visiting Marketing Week online

Originally posted at ESCP Europe News Room


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