Magazine article Information Today

DataContent 2011: Make Room for Data

Magazine article Information Today

DataContent 2011: Make Room for Data

Article excerpt

Big Data. Democratizing data and analytics. Gamification. Social media marketing. The year of mobile.

These were just a few of the topics driving discussions at DataContent 2011 in November. The 19th annual conference, presented by InfoCommerce Group, Inc., attracted more than 150 data professionals to Philadelphia. The gathering focused on Cloud, Crowd and Curation and data's central role in the marketing and advertising of quality products.

"We are in the age of Big Data," said keynote speaker Clare Hart, president and CEO of Infogroup. Data is being created anytime and anywhere. She said there is a 40% projected annual growth in the amount of data being generated; more information was transmitted over the internet in 2010 than during the entire history of the internet through 2009.

But most companies are having trouble finding insights within the data that add value to marketing tactics and decisions. "Only 22% of companies have a strategy that ties data collection and analytics to business objectives," said Hart.

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Hart gave attendees a sneak peek of Infogroup's Yesmail Marketing Intelligence, which is scheduled for launch in early 2012. The service collects data from a number of social media formats, including Twitter, Facebook, YouTube, SMS feeds, and email, to showcase the advertising and marketing campaigns that competitors and customers are running. Presented as a visual dashboard and including alerts to highlight new campaigns, Yesmail Marketing Intelligence's goal is to capture data and create a meaningful application for marketers.

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With the proliferation of tools to gather and analyze online data, data and analytics are now being democratized, according to Sean Harper, CEO and co-founder of FeeFighters, a company that matches merchants seeking credit card processing services with reasonably priced card processing vendors. Taking a page from the Occupy Philadelphia movement that was camped on Market Street in the City Hall plaza, Harper noted that only big institutions had the ability to collect and analyze large amounts of information in the past, often to "take advantage of small businesses and consumers."

On the plus side, recent trends are lowering startup costs and time frames as well as making customer outreach easier. …

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