Can you afford to miss out on Big Data?.


‘Big Data’ is a big buzzword in the digital marketing world. But it’s no surprise given that 90% of the world’s data was created in the last two years. However, businesses big or small can often use the term Big Data in the wrong context and many are intimidated by it.

What’s the big deal with Big Data?

If brands harness the right tools to analyse Big Data, they can isolate clever correlations and marketing insights to identify new business trends, thereby helping convert website browsers into profitable purchasers. E-skills UK recently conducted a study of 541 firms and none were taking advantage of Big Data. These data-poor firms are putting themselves at a significant competitive disadvantage.

Why do you need Big Data tools?

One of the biggest challenges brands have today is to integrate and connect all their separate pots of marketing data. Web content management tools ticks that box by organising Big Data through your own digital marketing channels. Big Data is about delivering a holistic digital experience – the right tool can manage that experience.

Big Data tools help you to understand your customers better, to anticipate and satisfy their needs directly. If you capture and connect data from different sources and manage these multichannel experiences intelligently you can increase your bottom-line improve your results.

Choose the right content management tool and you can manipulate Big Data to target profitable segments to drive an effective marketing strategy.

Big Data space with the big boys

What sets the Big Data providers apart from the rest of the pack? The leaders of the pack tend to focus on a niche delivery to deliver specific digital solutions:

  • Tools that support non-technical people – these focus on individual marketing experiences such as Hubspot, a bolt on to integrate to your existing website platform. This type of tool can increase customer conversion and monthly traffic so in turn you can extrapolate data to create highly personalised marketing campaigns for individual customers. 
  • Tools to deliver multichannel understanding – Google Universal Analytics allows more detailed ‘universal’ analysis of your website, capturing data from multiple sources (offline and online) to gain a greater understanding of your customers and website users. 
  • Tools to support testing and measurement – Sitecore and Adobe Experience Manageroffers a depth and breadth of capabilities and delivers the right technology integrated across mobile apps and websites. There’s huge growth in social media and mobile devices and tablets are generating that wealth of data.
  • Tools that gather data from numerous sources to a single dashboard like Provenir and Callidus Cloud help turn chaos into conversion Nirvana.

Be warned, one website management solution may not do it all for your brand. For example, personalisation and localisation increase the chances of upselling, increase customer engagement and advocacy, but not all tools are capable of offering that profitable opportunity.

Pick tools that play nicely

If you’re convinced Big Data is the way forward for your brand – ensure the tool you pick is complementary to your existing platform to deliver a richer digital experience. Sagittarius has a key partnership with Sitecore. Sitecore has a highly acclaimed track record of helping brands realise significant revenue streams from their Big Data.

Sitecore is a data management platform specialist that can predict and visualise potential customer behaviour. It is a powerful online marketing tool that will allow brands to personalise content to engage highly focused target audiences.

It offers marketeers and ecommerce managers a system to store, analyse, explain and visualise data.

Up close and personal conversations

By monitoring buyer behaviour data, brands can build a personalised conversation through targeted email campaigns and social media interactions. In such a fast-paced digital world, communicating relevant and engaging content is critical.

If you tap into an integrated customer profile you can capture interests, activities and interactions that helps deliver a more meaningful marketing experience and sustain long-term engagement.

For example, Lady Gaga's manager created her social network site by mining the singer's 31 million plus fans on Twitter and 51 million plus on Facebook. This represented a significant opportunity to heighten the overall fan engagement experience.

With Big Data, you’re better off

Big Data instantly provides more optimised and personalised marketing. Sagittarius can help you turn your valuable customer data into additional revenue. We’ll help you take full advantage of Big Data, providing insights into your most loyal customers, whilst keeping it private. Brands need to maintain a competitive advantage and Big Data tools will enable you to continue to innovate, use unique data, and experiment with emerging new technologies.


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Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Paul Stephen
Paul Stephen
Co-Founder & Joint CEO
With over 25 years in marketing, Paul is one of the UK's leading experts on digital marketing. He oversees the agency and often lectures and consults within the industry on digital and marketing related subjects and has a particular interest and skills in the travel and tourism sectors.

Paul operates nationally and internationally, helping brands to think outside the traditional horizontal and vertical channels and transform their business with creative multi-channel marketing and digital re-invention.
Paul Stephen

Paul Stephen

01 Apr 2014 - 5 minute read
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