![\"Needle_haystack\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2016\/02\/Needle_haystack1.jpg\")
<\/a>individuals within classes, some of whom will not fit the stereotype and would have been missed with more generalized efforts.<\/p>\n[Email readers, continue here…]<\/em><\/span> \u00a0Consider the soon\u2013to\u2013be grandmother checking for gifts for her pregnant daughter.\u00a0 She visits your site for information but does not buy and doesn\u2019t leave an email address for information.\u00a0 She doesn\u2019t fit into the demographic mold, and she will be missed when using any of the traditional marketing methods of communication.<\/p>\n But a good use of the log files you may not even know you keep might surface this person and permit a one\u2013to\u2013one marketing effort with a call to action.\u00a0 Fifteen out of seventeen business sectors each store more data per company than the entire Library of Congress.\u00a0 And global data storage is growing at an astounding rate of forty percent per year.<\/p>\n You may not be aware of all the data your company stores, or whether it is usable at the atomic level \u2013 by source location or name or IP address.\u00a0 Make a short list of all the places you know you accumulate information about your customers and prospects.\u00a0 Spend a little time with your tech resources understanding the form and accessibility of that data. Then decide whether there is unmined gold in those undiscovered places.<\/p>\n Big data \u2013 thick data \u2013 will be a competitive battlefield in this next generation of atomized marketing.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" We once measured our audience using demographic buckets, especially with the use of age groups, gender, and financial ability as keys.\u00a0 Classic marketing teaches us that this is the best way to define our audience, and to make appropriate pitches … Continue reading