United States Postal Service: Delivering maximum impact - how big data and omnichannel marketing work with direct mail

Christopher Karpenko

Every moment, mountains of data are being created through customer transactions, social media interactions, texts, emails, photos, and a multitude of other connected sources. As a result, big data has ushered in a new era of data-driven marketing. In fact, according to a 2014 study by Experian Data Quality, 93 percent of companies think some form of data is essential to marketing success.

Why is big data a game changer? It digs down past surface demographics to uncover more detailed and personal information than was available in the past — information that holds the valuable insights marketers can use to obtain a clearer picture of who their customers really are. And for many marketers, it's a picture quickly coming into focus. According to the Direct Marketing Association's Statistical Fact Book 2014, 54 percent of marketers report they have already started using some kind of big data solution, with another 30 percent reporting they will start in the next two years.