With the advancement in science and technology, there is also advancement in display marketing as well. Things are changing day by day and the real time bidding and other advances have improved the performance and precision of search advertising to display. Similarly we will soon have a new era of unstructured data as well.

According to the IDC study conducted in 2011 found that the amount of data in the world is doubling in every 2 years. This rapid increase can be more visible in marketing because a large amount of data is created in search queries, page visits and in other different kind of social media campaigns.

Unstructured Data Volumes Exploding

This new change has immensely influenced the old way of managing the data. The other biggest challenge is that a large volume of this data is still “unstructured” which ultimately requires more effort and hard work to mange all this.

Recently AdExchanger.com (a famous digital media optimization portal) quoted that according to John Iwata of IBM, out of all data that we have still 80% is “unstructured”.  This data is not available in neat segments as it is not pre-packaged in neat segments; it is fitted in catalog of some sort.

Furthermore, this data is constantly increasing and immensely varied. To elaborate this further look at an example of search, in which new search terms and group of terms are continually being formed like new products and companies.

The Old Way: Creating Static Segments

The old way to mange this large volume of the “unstructured” data is by adding structures. This whole process requires a lot amount of time in analyzing all the unstructured data such as search queries, visited pages, etc and then forming different segments for market analysis, targeting and other activities.

This traditional method of managing unstructured data has many drawbacks as well.

  • It is very hard for a beginner to mange this all
  • It is very time consuming
  • It requires a professional expert to handle this data properly.
  • The effectiveness of the data is also reduced because of the creation of opaque segments.

The reason behind the decrease in the effectiveness of data is that all data that is grouped in segments is considered as if they are the same.

John Rampton is a PPC Entrepreneur, Author, Founder at Due a finance company helping small business owners. Follow me on Twitter @johnrampton

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