"Data Represented in an Interactive 3-D Form" Creative Commons by Idaho National Laboratory
Allinio mainly focuses on B2B Marketing challenges for its clients, but every once in a while we do enjoy some B2C projects. Four years ago we commented on one of the most interesting types of B2C there is – politics, albeit from a purely marketing perspective. We said that Barack Obama was the first “Network-Centric President‘ for his campaign’s ability to successfully leverage social media platforms like Twitter and Facebook. Now we have another title for him…
The first “Big Data” President. In a very interesting article in Time magazine entitled “Inside the Secret World of the Data Crunchers Who Helped Obama Win, ” Michael Scherer, Time‘s White House Correspondent, narrates some of the strategies and tactics the Obama campaign used that contributed to its ultimate success – namely data mining and executing tactics based on the findings from that data mining.
This is a total game changer. By being able to see large trends in various segments of the population, the campaign could engage in predictive analytics which made a huge difference to their coffers and ultimately in their quest for votes. And by slicing and dicing data to particular demographic segments and geographies, the campaign made incremental gains that added up into the electoral victory.
Allinio is a business and clearly won’t engage in a discussion of the merits of either Barack Obama’s or Mitt Romney’s and their respective political party’s value propositions to the electorate; but like last time when we said “From a Marketer’s perspective, the Obama campaign was by far the better marketing organization ,” it is hard to argue the contrary.
The success of a poltical organization that “sells” once every four years and must be totally ready for extreme competition (donations, publicity, air time, votes) from now on will depend its ability to gather, store, analyze, share, and act upon data that impacts conversion. Anyone or any organization that denies this will lose to those that grasps this and builds an organizational culture around this.
Now our question for B2B organizations is this. Some of your products and services take months and years to sell. Once the customer buys from a customer, the acquisition is considered “lost for good,” and this is not good at all. With all the data bouncing around the Internet that affects your investors, employees, and customers, are you going to be like the Romney campaign or the Obama campaign? Depending on your answer, do you think your revenue will be better in four years? Do you think the organization will still be around in eight years? Can you afford to ignore Marketing Automation, Data Mining, Network-Centric Marketing, Predictive Analytics, and Social Media? Or are you going to let history pass you by and join the Whigs, Federalists, and Know-Nothings of the business world?