{"id":1137,"date":"2012-09-20T11:48:18","date_gmt":"2012-09-20T09:48:18","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=1137"},"modified":"2012-09-20T11:48:18","modified_gmt":"2012-09-20T09:48:18","slug":"el-marketing-en-la-era-de-los-big-data","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-marketing-en-la-era-de-los-big-data\/","title":{"rendered":"Marketing in the age of Big Data"},"content":{"rendered":"

One of the marketing concepts that for various reasons is gaining more and more notoriety is Customer Retention, or Customer Retention<\/strong>. The idea is elementary, it consists of placing the customer at the centre of the organisation's marketing with the aim of extending its Life Cycle.
\nConcepts such as CRM, Lifetime Value<\/strong>, Return on Customer<\/strong> o customer loyalty<\/strong>gravitate around this idea.
\n 
\nWhile it is true that marketers place a great deal of value on the loyalty strategies<\/strong> y customer retention<\/strong>It is also true that many of the leading companies in their respective industries lack a strong commitment in this field. And not only that, but a bad design and implementation of the relational strategies<\/strong> produce results that fall short of the expectations placed on those same strategies.
\n 
\nTwo recent surveys of marketers in the United States have been published on the idea of customer retention<\/strong>.
\n 
\nThe first of these<\/a> was conducted in March 2012 by marketing technology and services provider Acxiom and Loyalty 360, an association of relationship marketing professionals in the US.
\nThe main conclusions reached are:
\n 
\n 
\n- Only 49% of the executives surveyed said they knew who their most loyal customers<\/strong>.
\n- While the vast majority of respondents (84.5%) claimed to carry out marketing strategies to retain their customers, only half considered these strategies to be beneficial to their company.
\n- The main reasons for poor customer data collection are, for 52%, budget constraints, for 49% lack of IT support, and for 48% lack of adequate tools.
\n 
\nThe second survey<\/a> The survey, conducted by Retail Systems Research, asked retail marketers about the level of development of relationship and loyalty strategies in their organisations.
\nThe most significant data emerging from the survey are as follows
\n- 51% of the respondents considered the customer retention<\/strong> The challenges are becoming increasingly difficult, and will therefore place greater demands on loyalty strategies.
\n- Only 56% of the respondents believe that their company has identified and knows its employees, and that they are aware of their best customers<\/strong>.
\n- 60 % of the surveyed professionals from companies with an annual sales growth of more than 5% consider that a better understanding of the user, based on adequate data collection, contributes positively to the company's results. However, this fact is accepted by 44% of respondents from companies with sales growth of less than 5% per year.
\n 
\nIn two parallel papers, IDC and Mashable predict that the amount of manageable data in the world will double every year.
\nIt seems clear that companies able to collect, house, process, analyse and make decisions based on data will gain a significant competitive advantage over their competitors.
\nIndicative data on what a user is interested in, which channels of engagement with brands they prefer, when and through which devices they access media, or which advertising formats bring the best customers, are just a small sample of the multiplicity of data available to marketers.
\nKnowing how to handle, analyse and interpret them in order to better understand the consumer is the great marketing challenge of our time.
\n <\/p>","protected":false},"excerpt":{"rendered":"

Uno de los conceptos del marketing que por distintas razones est\u00e1 adquiriendo una mayor notoriedad es el de Customer Retention o Retenci\u00f3n de Clientes. La idea es elemental, consiste en situar al cliente en el centro del marketing de la organizaci\u00f3n con el objetivo de alargar si Ciclo de Vida. Conceptos como CRM, Lifetime Value, […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,51],"tags":[],"post_folder":[],"class_list":["post-1137","post","type-post","status-publish","format-standard","hentry","category-blog","category-marketing-relacional"],"acf":[],"yoast_head":"\nEl marketing en la era de los Big Data - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/el-marketing-en-la-era-de-los-big-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El marketing en la era de los Big Data - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Uno de los conceptos del marketing que por distintas razones est\u00e1 adquiriendo una mayor notoriedad es el de Customer Retention o Retenci\u00f3n de Clientes. La idea es elemental, consiste en situar al cliente en el centro del marketing de la organizaci\u00f3n con el objetivo de alargar si Ciclo de Vida. Conceptos como CRM, Lifetime Value, […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/el-marketing-en-la-era-de-los-big-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-20T09:48:18+00:00\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/el-marketing-en-la-era-de-los-big-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-marketing-en-la-era-de-los-big-data\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"El marketing en la era de los Big Data\",\"datePublished\":\"2012-09-20T09:48:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-marketing-en-la-era-de-los-big-data\/\"},\"wordCount\":611,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"articleSection\":[\"Blog\",\"Marketing Relacional\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/el-marketing-en-la-era-de-los-big-data\/\",\"url\":\"https:\/\/www.digitalresponse.es\/el-marketing-en-la-era-de-los-big-data\/\",\"name\":\"El marketing en la era de los Big Data - 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