El Big Data está obligando a las empresas a estar siempre preparadas

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CLAVES:

  • En el mundo del Big Data, no vale con estar listo cuando las cosas pasan. Hay que ser capaces de prevenirlas.
  • Las marcas pueden usar desde los eventos deportivos hasta la geolocalización para emplear los datos y la información como llave de entrada para conectar con el consumidor.
  • Las empresas están obligadas a adelantarse siempre y a estar siempre preparadas ante cualquier incidencia, cualquier cambio y cualquier necesidad.

La revolución del big data ha supuesto un cambio brutal en la organización de las empresas y en la creación de sus estrategias. Las marcas no solo deben comprender la importancia de los datos y las nuevas y múltiples oportunidades que estos abren, sino que además tienen que ser conscientes de que los datos y todo lo que de ellos se deriva han creado un nuevo escenario y unas nuevas necesidades y obligaciones para las compañías.

Para ganar la batalla hoy en día no vale con estar siempre atento y no vale con simplemente prestar atención a las cosas que ocurren o a las necesidades que pueden ir manifestando los consumidores a lo largo del tiempo. No vale con estar atento a las modas, con visualizar lo que interesa en cada momento o con responder a las dudas y a los problemas de los consumidores en el momento en el que estos lo manifiestan. En el nuevo escenario creado por el big data, posicionarse en ese nivel y hacer las cosas de ese modo y a esas alturas sería, en realidad, como perder una oportunidad. Las cosas tienen que hacerse y tienen que gestionarse antes. En el mundo del big data, no vale con estar listo cuando las cosas pasan. Hay que ser capaces de prevenirlas.

O, como explican en un análisis en Warc, el foco ha cambiado ligeramente de un punto a otro. Las marcas han dejado de estar obligadas a estar siempre conectadas (eso posiblemente ya se da por hecho) a estar obligadas a estar siempre preparadas. Puede parecer un simple cambio de lenguaje, pero en realidad es un cambio muy poderoso en el significado y en la logística de lo que se debe o no se debe hacer.

WARC. From 'always on' to 'always ready'. 12 de enero de 2016 [consultado 14-01-2016]. Disponible en: http://www.puromarketing.com/12/26122/big-data-esta-obligando-empresas-estar-siempre-preparadas.html

Las empresas tienen que estar preparadas en todo momento para todo y para todos, tienen que ser capaces de adelantarse a todos los riesgos, a todas las oportunidades, a todas las ventanas que se abren (y también a las que se cierran) en relación con los consumidores. Las campañas del presente deben estar basadas en todo lo que se sabe: los profesionales de marketing tienen que echar mano de la información de la que disponen para establecer los mensajes y los servicios que los consumidores esperan.

Por poner un ejemplo, la posición de las marcas no debe ser vulnerable ni siquiera a los cambios del tiempo. El big data de hecho permite blindarse contra ellos. En el presente es posible tomar la información de la que se dispone sobre los comportamientos de los consumidores en ciertos escenarios meteorológicos, cruzarlo con la información sobre las previsiones del tiempo y sacar la previsión del escenario que se avecina y lo que la marca debe hacer para sobrevivir al mismo. “Las compañías han visto como sus ingresos crecían un 500% simplemente usando una segmentación basada en el tiempo meteorológico frente al anuncio tradicional”, explicaba al medio Nathan Barling, global chief data and technology officer en iProspect.

Documento relacionado en Thinknowa:

El tiempo es solo un ejemplo. Las marcas pueden usar desde los eventos deportivos hasta la geolocalización para emplear los datos y la información como llave de entrada para conectar con el consumidor.

[section label=”La presión por saberlo todo” anchor=”La presión por saberlo todo”]

La presión por saberlo todo

El escenario ha, por tanto, mutado. Las empresas se enfrentan ahora a un contexto en el que la información es un bien no solo valioso sino la llave para tomar cualquier tipo de decisión y para tomar cualquier paso a posteriori. Las compañías no solo dependen de los elementos tradicionales y generales para servir mensajes a los consumidores y para responder a sus necesidades, sino que ahora están además obligadas a comprenderlos de una forma mucho más profunda, mucho más única y mucho más directa para servirles lo que esperan recibir en cada momento.

Documento relacionado en Thinknowa:

Las empresas están obligadas a adelantarse siempre y a estar siempre preparadas ante cualquier incidencia, cualquier cambio y cualquier necesidad. Todas deben ser como esos casos de éxito que se recuerdan de forma recurrente cuando se habla de lo bien que algunas compañías están empleando el big data y que demuestran que son capaces de adelantarse a todo y de estar preparadas para todo, desde la cadena Walmart y su actuación durante el huracán Katrina (cuando fueron capaces de adelantarse mejor a sus efectos que las administraciones públicas) hasta el supermercado que sabe que si vende ciertos minoritarios cereales está captando a los consumidores con mayor poder adquisitivo.

Esto genera un nuevo foco de presión y un nuevo motivo de preocupación para las marcas. Las compañías deben ser capaces ahora mismo de saberlo todo y tienen por tanto que ser capaces de acumular información y más información. Sin los datos y sin una gran cantidad de los mismos, nunca serán capaces de profundizar lo suficiente en las necesidades de los consumidores y en sus propias características como para ver lo que les preocupa y lo que quieren o esperan.

PURO MARKETING. El big data está obligando a las empresas a estar siempre preparadas. 12 de enero de 2016 [consultado 14-01-2016]. Disponible en: http://www.puromarketing.com/12/26122/big-data-esta-obligando-empresas-estar-siempre-preparadas.html

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