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3 Ways Little Data Trumps Big Data for Delivering a Superior User Experience
by Dan Smith
Over the past couple of years, there’s one phrase that’s been discussed time and time again – big data.
From its beginnings in the technology sector to being taken on board by marketers within businesses of all sizes, it essentially means data that provides an insight into what a wide portion of your audience are doing or what they want.
And in theory, it’s great. Who wouldn’t want to know that 95% of their audience visit their website via Twitter 10 minutes after a tweet has been made at 2pm? Or that only 25% read more than five pages of content when visiting on a mobile device…
And there are three clear reasons why:
1. Your Audience Wants a Truly Customised Experience
There was once a time, not too long ago, when an e-mail from a company that started “Hi”, followed by your first name, was the epitome of customisation. It looked great, felt like the brand was specifically talking to you and appeared that they’d taken the time to personalise the e-mail…
For example, a recent US survey by Accenture found that 60% of respondents wanted a retail experience that provided real-time promotions and offers. That’s almost two thirds of retailers clearly asking for customisation.
We know that the likes of e-commerce giant Amazon have been doing this well for some time (you land on their homepage and are presented with products you’re likely to want to buy), but that approach is now just the tip of the iceberg…
Of course, you do need to have the systems in place to be able to track such behaviour (and yes, they do exist – I know from experience that CRMs such as Kentico and Sitecore both have said ability). But…
2. Looking at The Bigger Picture WILL Mean You Ignore Customers
Source: Tim Abbott
When you’re looking at big data, you’re looking at the audience in general. As such, you’re likely to base decisions on what the majority are doing.
Do 70% of your conversions come from those visitors who’ve been referred via an off-site blog post? Fantastic – let’s ramp up activity on that channel, right?
Well yes, definitely do that – but what about the other 30% of your conversions? Are you going to ignore and alienate them, just because they don’t fall inline with the majority of your audience?
3. Brand Loyalty Comes Via Quality Delivered in All Areas
Source: Rob DiCaterino
Every organisation wants their customers to return to them time and time again. They want them to become completely loyal; an advocate for the brand in all respects.
But how can you expect this to happen if you’re not meeting their expectations and delivering a quality experience at all times?
We’ve always been passionate about the user experience at Leighton, and focusing on the smaller pieces of data from a client’s audience has allowed us to deliver truly engaging projects that provide a genuine, positive ROI.
There’s very little doubt big data can be valuable and focusing on little data doesn’t mean you have to ignore the bigger picture. What it does mean, however, is that if you only focus on it, you’re unlikely to be able to truly understand your entire audience – and as a result, can’t deliver the first-class experience your customers really do want.
Dan is the Digital Engagement Strategist at Leighton. Having been involved in digital marketing for a decade, Dan’s always had a strong focus on content and truly believes the right content delivered in the right way can be the key to success.