Big Data – Is it Really Worth the Effort for B-to-B?

by | May 26, 2015

 By John Sonnhalter, Rainmaker Journeyman at Sonnhalter

I understand the concept of what Big Data is, but truthfully, I’m having a hard time getting my arms around whether it’s worth the time, money and effort to track everyone’s movement.

Most studies, when citing companies that are using Big Data, are usually big consumer brands for the most part. But is it the right thing for the small- to medium-size company, or is there a better way to invest time and money?

Everyone is concerned about the customer experience. Wouldn’t it be just easier to ask them?

This might work for consumer behavior, but in the B-to-B world and especially in construction and the trades, it’s not all that complicated. In the world of design engineers, the process is a little more complicated, but the crucial piece of info we need is where are they in the buying cycle and what kind of info can we supply to help them make a better informed decision.

I’m not saying tools that will help you identify activity levels of potentials are not helpful, but where it fails is in the assumptions we make based on that criteria.

I’m of the opinion that if we think we really know our customer base and their pain points, why not give them good content to solve their issues and make their life easier? In my world, those folks would be top of mind when it comes to the actual purchase process.

What are your thoughts?

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