Source: https://stories.freepik.com/illustration/high-five/bro

In the past 4 lessons you have learnt about Big Data Analytics and how to make a good use of them. You are now ready to start your own strategy, but before doing so, let’s have a look at some case studies that were successful by using Big Data. We will see one example of large and a medium-sized enterprise, events and campaigns.

Large enterprises success: The case of Starbucks

We all know Starbucks right? The company introduced a new coffee product but was concerned about its strong taste for its customers. Starbucks decided to monitor blogs, social media and coffee forum discussions groups the morning that the coffee was rolled out to assess customers’ reactions. Four hours later, the company discovered that although people liked the taste of the coffee, they thought that it was too expensive. Starbucks lowered the price, and by the end of the day all of the negative comments had disappeared.

Can you compare this fast response with a more traditional approach? What happened in 4 hours would have taken days for the sales reports to come in.

SME’s success: Hailo in the UK!

As you have learnt, Big Data can provide marketing data intelligence to companies. The data shows the marketers how they can optimise across multiple devices and platforms. This is what Hailo did. The British company used to match taxis to passengers through their mobile phone application, rely on these insights in order to inform their digital marketing strategy and understand their performance across different locations and devices.

Events

German World Cup Win

Big Data Analytics can also be used for other purposes that differ from business. The German football federation used data and analytics to win FIFA World Cup in 2014.

Germany’s federation partnered with the company SAP AG in order to analyse video data and both individual and team performance. This allowed the German team to give individuals feedback and also get tips on how they could improve their performances and how they could integrate themselves better with one another.

Using analytics, they cut down average possession time from 3.4 seconds to 1.1 seconds, a substantial improvement that made all the difference when they defeated Argentina, where Mario Gotze’s goal gave them the World Cup prize.

Campaigns: Obama political campaign

Big Data can also be used for campaigns, and that is what Barack Obama did. The political campaign team identified, targeted and influenced potential voters through sophisticated, data-driven outreach.

This method, called uplift modelling, played a major role in winning President Obama his second presidency and set a new standard for the use of microtargeting in U.S. politics.

They began by identifying voters who had voted for to a combination of Democratic and Republican candidates in the past. Voters captured by that search became targets for advertising and phone calls. The message of these ads and phone calls were then designed according to the responses the voters generated. With this action, they both identified which voters needed a message to change their minds and which voters needed a message to turn out to vote.