insights

Big Data: Do Analytics really work?

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It seems that the big buzz word today is “Big Data”.  Every where you turn someone, somewhere is discussing what “big data” means for companies, and digital teams, and business models!  The questions is…is big data working?  By that I mean, as digital strategists, planners, UX ers, community managers…. how does big data really work for us>

The aim of the game is that we are all supposed to be forward looking right?  We’re supposed to be anticipating where we should take things for our brands and tightening that bond with our audiences.  Analytics, for the most part – took place in the past.

Yeah -it already happened.  And it’s not necessarily a predictor of where we should be going, no?  Especially when you consider that people use technology based on what is given to them and not necessarily on how they would like to use it.  I liken that to the debate that companies have around deciding whether to mobile optimize a site or go responsive based on the data around how users visit their site.  If mobile devices show as a lower proportion of the audience visits, then what does that really say about the audience.

The questions becomes – are the users desk top users and therefore that is the user base to cater for, or is it that because the site is only built for desktop experiences, mobile users are frustrated and forced to use their desktops?

Big data means that we have to consider that this data from the past, may not actually be a true reflection of how users want to use our digital properties but rather how they try to use it based on its limitations.  Our job is to think about the future and anticipate those changes or identify the gaps that big data just won’t give us.

We have to be creative in filling those gaps, through survey’s, mapping customer experiences, understanding drop off rates and the user flow that took place before a user leaves a site –  to create the story of what that digital experience needs to be in the future where data doesn’t exist.