Jill Talvensaari says, “Some marketers hear “big data” and their heads spin. They know it can be valuable, but it also can be a mess of multiple databases with divergent fields, formulas, and more. They see data as their marketing kryptonite.

To see this kind of data as a treasure chest – as a means to be more effective in your content marketing – I suggest you use the word “personalization” when you talk big data.

Big data affords you the opportunity to customize content for your target audiences (far beyond “Dear Jane”). It enables you to deliver the most relevant content to your audience members the way they want it, when they want it.

That’s personalization.

Now, put on your mining helmet. We’re going to hunt for treasure by looking at three types of personalization information and find out how to get the most from the one you (probably) know the least about”.

Data as Personalization: How to Turn Kryptonite Into Treasure

Content Marketing Institute

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