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Data-driven marketing practices are still improving

Paul Newman Archive

While companies have been aware for years of the potential for data-driven practices to reshape their approach to marketing, they're still busy exploring the possibilities and fine-tuning their strategies. One improvement they're working on is doing more in real time to adjust to people's demands.

Business 2 Community recently publicized a great example of marketing success fueled by real-time data. In February 2013, the power went out during the Super Bowl. Millions of Americans were watching the game, and when the lights went out at the Superdome in New Orleans, everyone took notice. Naturally, they took to Twitter and vented about the problem.

Nabisco was quick to capitalize. Because the company had real-time analytics showing them what people were talking about - in this case, the massive power outage in Louisiana - its marketers were able to deliver promotional content that spoke to people's current interests. Nabisco whipped up a quick advertisement for Oreo cookies and put it on Twitter. The message was simple: "Power out? No problem. You can still dunk in the dark."

The ad was tremendously popular because it capitalized on the biggest topic on everyone's minds at that very minute. The Oreo tweet was retweeted almost 16,000 times instantly. Suddenly, football wasn't the topic on people's minds anymore - cookies were.

Companies everywhere can learn from this anecdote about how to tap into real-time information and improve their marketing strategies. According to Business 2 Community, Oreo's model is one that many marketers can emulate. Danny Brown, manager of social engagement and insights at Ontario Lottery and Gaming Corporation, is a big believer.

"The beauty of the original Oreo tweet at the Super Bowl is it had been planned meticulously," Brown stated. "Perhaps not the tweet itself, but certainly the message, the way it appeals to Oreo aficionados, and the execution. Because it was based on data the brand knew about its audience. This is where the real value of real-time marketing comes into play."

In an increasingly competitive business world, it's important that companies look to real-time data as an opportunity to gain an advantage. Everyone in every industry is looking to capitalize on analytics, but companies can outdo their rivals by moving more quickly on the latest trends. They can also maintain higher standards of data quality, ensuring that each piece of information they use is accurate and reliable.