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How to: Turn raw customer data into revenue

Michael Corcoran, CMO, Information Builders, presents four ways B2B marketers can monetise their data

The adoption of cloud, mobile technologies and social media is generating immense volumes of data. This presents marketers with an unprecedented opportunity to use data to gauge customers’ reactions to existing products and to anticipate requirements and preferences using predictive analytics.

Gartner reports that big data is now moving beyond the hype cycle and becoming ‘operational’.  This view is borne out by many large organisation, who are already using big data and associated tools to collect, manage and analyse data being generated by machines and meters, unstructured text, social media, wearable and location-tracking devices and website transactions and logs.

So, how can marketers turn all this raw data into revenue and truly prove ROI?