{"id":483435,"date":"2016-12-18T12:52:00","date_gmt":"2016-12-18T20:52:00","guid":{"rendered":"http:\/\/customerthink.com\/?p=483435"},"modified":"2016-12-18T13:00:51","modified_gmt":"2016-12-18T21:00:51","slug":"satisfying-your-customer-success-teams-with-big-data-analytics","status":"publish","type":"post","link":"https:\/\/customerthink.com\/satisfying-your-customer-success-teams-with-big-data-analytics\/","title":{"rendered":"Satisfying Your Customer Success Teams with Big Data Analytics"},"content":{"rendered":"
At the onset of every football season, legendary football coach Vince Lombardi would take his band of seasoned football players onto the gridiron and begin their instruction with something like \u201cGentlemen, this is a football.\u201d He would hold up a brown leather football. From there, he would proceed by explaining the game of football in basic terms<\/a>, and gradually build into more complex details once the fundamentals were covered. Lombardi\u2019s philosophy of starting each season from scratch was built upon his belief that a team\u2019s mastery and constant awareness of the fundamentals, more so than anything else, would breed success. This policy of constantly going back to the basics is not just useful in football. It can be a valuable exercise in marketing as well.<\/p>\n In the information age that we live in, technology is turning out more gadgets than most of us can keep up with. On its face, this relatively recent explosion of developments in the tech sector appears to have done nothing but positive things for marketers. The Internet now serves as an endless supply of consumer data for information-hungry marketers. Digital analytics software has made it easier for marketers to crunch the data in order to identify the important parts and make the appropriate inferences. Even staggering new technology has surfaced such as intelligent video analytics<\/a>, which utilizes surveillance cameras as a means of collecting demographic and behavioral data about customers.<\/p>\n Technology has made marketing easier than it\u2019s ever been — well, that is, assuming access to valuable information is the single most important factor in the success of marketing efforts. And that is not necessarily true. In fact, perhaps this staggering repository of information and more specifically the fancy tech that created it has done us a disservice by directing our concentration away from the fundamentals of good marketing. It\u2019s time to recognize some of the consequences of such a lapse in focus and acknowledge the need to revisit the basics<\/a>.<\/p>\n